ILMC 38 Open Forum: ‘Live Is the Last Frontier of Tangible, Real Experiences’

Why It Matters

Live events remain the primary growth engine for the entertainment sector, but technology, cost pressures and regulatory burdens will dictate how sustainably that demand can be met.

Key Takeaways

• Live events growth driven by Gen Z demand
• AI and tech reshape ticketing, fraud prevention
• Ticket pricing pressure from rising production costs
• VAT and levies burden consumers, hinder demand
• Emerging markets like India, China, Middle East expand touring

Pulse Analysis

The ILMC 38 Open Forum underscored that live entertainment is the last true analogue experience in a hyper‑digital world. New executives from Superstruct, Ticketmaster, Pophouse and AEG emphasized that audiences—particularly Gen Z—are craving in‑person connection, fueling a global touring boom that now stretches across dozens of dates and continents. This expansion is not merely geographic; it reflects a cultural shift where music from Latin America, K‑pop and country genres travels effortlessly thanks to digital discovery tools, yet the core product remains a shared, physical moment.

Technology’s double‑edged role was a central theme. While AI and advanced data platforms promise smarter ticketing, dynamic pricing and fraud mitigation, industry leaders warned that firms must overhaul internal processes within three years or risk obsolescence. Ticketmaster’s Saumil Mehta highlighted the need for real‑time demand forecasting to balance artist expectations with consumer affordability, especially as production and travel costs climb post‑pandemic. Meanwhile, tax structures such as the UK’s 20% VAT on cultural tickets add a financial strain that could suppress demand if not reformed.

Looking ahead, the panel identified untapped regions—India, China and the Middle East—as fertile ground for new touring circuits, complemented by a rise in niche urban festivals and headline‑centric tours. Executives stressed that scaling must avoid over‑centralisation; the industry should leverage collaborative capital while preserving the creative diversity that defines live music. In sum, the convergence of demographic enthusiasm, technological innovation, and emerging market opportunities will shape the next decade of live entertainment, provided stakeholders navigate pricing, regulation and AI integration wisely.