{
  "id": 19189033,
  "title": "The More Digital Our Lives, the More We Value Live (Guest Column)",
  "url": "https://urgent.news/2026/11/09/the-more-digital-our-lives-the-more-we-value-live-guest-column",
  "topic": "culture",
  "section": "Culture",
  "published": "2026-11-09T17:39:06.000Z",
  "source": {
    "name": "Billboard",
    "slug": "billboard",
    "url": "https://www.billboard.com/pro/kirk-sommer-guest-post-live-music-value/"
  },
  "original_language": "en",
  "account": "As digital technology continues to expand, the allure of genuine human experiences grows exponentially. Entertainment once transformed by digital content is now on the cusp of a new era: a global convergence in person. The potential for live entertainment has never been greater. Key Players in the Live Sector: Billboard’s 2026 Top Ten List Announced Michael Sanft, Attorney Representing Keffe D in the 2Pac Murder Trial, Passes Away at 54 Kenny MacPherson, Esteemed Music Publisher and Co-Founder of Big Deal Music, Dies at 71 The number of fans attending live events has surged, and their spending has also increased. New markets are emerging, investments in venues and infrastructure are on the rise, and technology is enabling artists to connect with audiences like never before. Our innate biological need for authentic social interaction becomes even more pronounced when those interactions or experiences are scarce. The more time we spend within digital environments, the more we appreciate experiences that bring us together in reality. From music, sports, theater, dining, padel, to immersive entertainment, consumers are showing an unprecedented enthusiasm for shared, live experiences. This \"social rewilding\" is driving the most promising growth opportunities in the live economy we have witnessed thus far. While technology has made content accessible anytime, anywhere, the convenience of social media and instant content access heightens the value we place on live experiences. Streaming a song a billion times cannot replicate the collective energy of 100, 1,000, 10,000, or even 100,000 people experiencing something together in real-time. Live Nation welcomed 159 million fans in 2025, marking the first time international attendance outpaced U.S. attendance. Goldman Sachs anticipates the global music industry could reach $200 billion by 2035. PwC reports that non-digital experiences, such as live music, events, and cinema, made up 61% of consumer spending on global entertainment and media in 2024, with this share expected to remain strong until 2029. In 2023, WME booked over 45,000 shows worldwide. The live industry has also demonstrated resilience, with Goldman Sachs noting that live music grew by an average of 7.3% during recession years since 1990, outperforming other entertainment sectors. Geographical and linguistic barriers have ceased to impede stardom. Bad Bunny has sold millions of tickets performing in Spanish, Shakira's latest tour has surpassed several million tickets, and BTS has sold out stadiums across continents, primarily performing in Korean. Coldplay's record demand in India, and Bruno Mars' extraordinary success in Asia-Pacific, highlight the evolving touring landscape. The recent Lollapalooza Mumbai events have sold out rapidly. Latin touring has been revolutionized by Bad Bunny and Shakira's monumental residencies.",
  "summary": "WME head of global music Kirk Sommer discusses the global expansion and enthusiasm surrounding live music as AI and technology continues to advance.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}