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5 Takeaways From the ‘Post-Pandemic Touring’ Panel at LAMC 2021

From ticket pricing to livestreaming, 'Post-Pandemic Touring' panelists at the 2021 LAMC talked about the future of the live industry, which was put on pause by the COVID-19 pandemic. 

The future of live shows and touring is hard to predict, but “Post Pandemic Touring on a Local and Global Level” panelists Richard Lom (WME), Andrés Sánchez (OCESA), Austin Barmak (Electric Feel Ent.), Diego Sáenz (PopArt) and Henry Cárdenas (CMN) all remain hopeful that live shows will resume by the end of this year.

In fact, multiple Latin tours have already been announced for 2021-22 since the recording of this panel, which was moderated by SeiTrack’s Javier Montemayor, who asked panelists a variety of questions that ranged from ticket pricing to whether or not livestreams will remain even after in-person concerts start to pick up.

The 2021 LAMC event is taking place this week from May 4-7 with back-to-back panels on mental health and streaming strategies. For the second year in a row, the 23rd annual LAMC is offering free registration for all panels, workshops and showcases. Check here for the full panel and concert schedule.


Below, five takeaways from the “Post Pandemic Touring on a Local and Global Level” panel at the LAMC:

Henry Cárdenas: “We were the first to announce a tour and it was Maluma’s U.S. tour. It was necessary to tell the world that we’re ready to work. We had our doubts but we were surprised because ticket sales were better than his 2019 tour. Before we announced the tour, we first talked to the artist, then the venues and many think that by September we’ll be at 100% and so we went out with tickets. For now, September is the goal and we’ll still be following government guidance but we’re hopeful.”

Richard Lom: “I’m so thankful to Henry for going first and having the courage to announce a tour. I’ve actually asked my clients to wait until 2022 if they can because you never know what can happen and if you can’t play a full capacity venue, then there’s no business. So, I’ve advised them to wait until then.”

Andres Sánchez: “We’ve scheduled most of our major tours and festivals for the last few months of 2021. We’re still planning on doing some livestreams or drive-ins too but we think that by October, people will have more confidence to go to a concert, and there will be more people vaccinated by then. And if we have to pivot again, we’ll do it because it’s what we’ve been doing for the past year. Fans will understand if that happens.”


Diego Sáenz: “I think prices will go up especially in Latin American countries where the value of the dollar changes constantly. And I don’t think it’s just the artist who won’t want to lower ticket prices, but it’s every branch of the industry.  It’s like a chain effect where everyone who is part of a concert production will increase their prices because we’re all trying to make up for the past year and be more economically stable.”

Austin Barmak: “Like everyone else on this panel, I’m not a fan of livestreams and I don’t think they’ll ever substitute in-person concerts. It’s still not well-developed and it’s not as profitable as we’d like it to be. But I do think it can serve as a complement to a live show and be there as another option for the consumer.”