In his first-ever public interview, Arthur Fogel, chairman of global music for Live Nation and president of TNA International, discussed the recent Madonna 360-degree deal under Live Nation's new Artist Nation division, among other things.

When the partnership was first announced, "There was an avalanche of artists, managers, lawyers (and) business managers, coming to us and saying, "'This is exactly what we think needs to happen in the business,'" Fogel told a crowded audience today (Nov. 15) at the Billboard Touring Conference in New York. "The industry is changing dramatically and artists are looking for a different type of marketing platform on a global basis."

Additionally, Madonna’s 10-year deal allows for "a deeper and expansive relation with the artist" and is "a natural evolution" for the music business, said Fogel, adding, "Madonna is the first of many announcements of partnerships with artists going forward."

"We have a very specific game plan," he continued. "The Madonna deal isn't in isolation. It's a plan and a vision that's going to be rolled out over the near-term and long-term."

Fogel, who tends to stay out of the public spotlight, has played a role in 10 of the top 15 highest-grossing tours of all time, based on unofficial records of Billboard Boxscore. Since working with promoter Michael Cohl to secure the Rolling Stones’ Steel Wheels tour in 1989, Fogel has worked with such artists as the Police, Madonna, David Bowie, Sting and Bono, among others.

During his keynote Q&A, conducted by Billboard’s Ray Waddell, Fogel reminisced about locking down Steel Wheels approximately two decades ago.

"It was a tremendous learning experience," he said. "It was the turning point in our careers, because it provided the platform to roll out our business model. Looking back now, almost 20 years ahead, it was the right thing to do at the right time."

Speaking on the current health of the overall concert business, Fogel expressed a concern about future arena headliners. "The majority of the mega-tours and the very successful tours come from artists who've been around for 20, 30 or 40 years,” Fogel observed. "And there’s the concern about where the next generation of headliners will come from."

The promoter also was skeptical about the development of up-and-coming artists on the club and ballroom venue level. "I'd say my personal view is generally disappointment," he said, noting that young bands need to work on developing their live performance.

"There's a very fundamental difference between getting up and playing songs and putting on a show," Fogel continued. "More often than not, I find that young bands get up and play their music, and aren't investing enough time and energy in creating a show."