30% of Live Nation’s 50 Biggest Tours are From Non-English-Speaking Artists

Live Nation CFO Joe Berchtold has revealed that non-English-speaking artists now helm 30% of the live music giant's top tours. He shared the metric during the Goldman Sachs Communacopia and Technology Conference, mentioning that the company will soon greatly invest in arena projects around the world.

The numbers:

• Before the pandemic, only 8% of the top 50 tours were for non-English-speaking artists.

• Berchtold expects that soon over 50% of top tours will be non-English-speaking.

• 47 out of the 75 international city markets have a sufficient arena for such tours.

• Cities include Rome, Istanbul, Frankfurt, Seoul, Tokyo, Manila, Sao Paulo, Rio, and Lima.

• Last year, Live Nation set the goal of hosting 225 million fans worldwide at shows in 2026. As of now, it has reached 175 million.

What they said:

• All quotes attributed to Berchtold:

• “The vast, vast majority of our Venue Nation strategy with the arenas and other large venues is in international markets.”

• “Arenas are our number one priority. So arenas, particularly in Europe and Asia, Latin America.”

• “The number one artist post-COVID has been Bad Bunny, selling out stadiums globally. You’ve got K-pop, which has been a huge phenomenon, and Latin in general. The number two genre in Brazil is country music, so you’re seeing the explosion of artists; what used to be a local or regional genre is now truly global.”