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Inside Fred again..’s ‘Hugely Risky,’ Wildly Successful Touring Strategy: ‘He’s Unsettling a System’
The producer’s team at Wasserman Music on how “creating moments in the now” reflects post-pandemic consumption patterns and represents the future of touring.
The interest around these early shows culminated in a pair of packed, sweaty sets at Coachella 2022, where the earnest sentimentality of the music and relatable iPhone bric-a-brac visuals whipped up big feelings for a crowd that was gathering for the first time since the pandemic. The team leaned into their pre-existing model, playing festival sets in Europe and the U.S. along with sold-out, multi-night runs at venues including Los Angeles’ Hollywood Forever Cemetery in September 2022 and three nights at New York City’s Terminal 5 that October. Another Planet‘s president of concerts & festivals Allen Scott says that while producing the show was “definitely a workout” – given that the stage had to be built late at night so as not to not disrupt business at City Hall – the fact that tickets would sell out immediately “was the most known variable in the equation” based on Fred’s touring history and the “pent up demand” for the artist in the Bay Area.
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