Why?: One of the largest live entertainment companies investing in EDM through one of the emerging festival companies.
If you hit up the HARD “Day of the Dead” event in Los Angeles, where they had over 35K heads in attendance, you can only imagine how huge this merger between Live Nation and HARD truly is. Imagine if HARD started world tours, backed by Live Nation (who backs Jay-Z and other major acts)? Think of how huge their 2013 batch of festivals will truly be…
Or just imagine how watered down your next festival could be. No underground/upcoming acts. Will tracks get made to be played at corporate-sponsored events, dumbing down the vibrant edge that has kept dance music alive for this long? Will credibility and integrity be shot? It might depend on which side of the coin you fall under. DJs might love this, and relish in the ability to get paid much better for essentially doing the same gig. Producers might learn how to DJ more efficiently so they can get on these trains. Ravers might get larger shows, with more DJs they want to see.
Or none of this could occur. The fear of many is these kinds of purchases turn into credibility-lacking, soul-sucking, empty shells of the parties ravers grew up on. And this isn’t to say that every event that Live Nation/HARD throws will be massive corporate events, but give it some time – you might be surprised with the outcome of this union.