Music & Live Events

Revenue models and economics of live music and touring.

A hand holding a phone showing a QR ticket at the entrance to an event

From Bootleg to Digital Add-Ons: Why Live Music Economics Needed a Fifth Revenue Layer

Every concert sells something beyond the ticket, and part of it is now digital: the recording of your own night, a livestream, an archive subscription, an access right. In a revenue per attendee model it is the fifth layer, after ticketing, VIP packages, merchandising and food and beverage. What pushed the business to build it is that recorded music no longer works as an income line for almost everyone who makes it. What the layer sells, where the money ends up, and what still holds it back.

Concert merchandising stand with band t-shirts for sale

The Economics of Concert Merchandising

The concert merch stand has become a full retail store: a catalog anchored by the tour t-shirt, several selling windows, card payment that lifts spending, and the pull of owning “I was there.” A look at how it is priced, run, and shared with the venue, and why merch is a real layer of live-music economics.

Giacomo Post Blog

When the Algorithm Creates Fake Heroes

The Rise and Fall of a Musician (or an Instagrammer?)
Giacomo Turra isn’t just a musician who faked his videos. He’s the symptom of a system that rewards appearance over talent. In a world where followers translate into income, the temptation to create false heroes is enormous. Just like with Milli Vanilli, the real issue isn’t the fraud itself: it’s the culture that enables and encourages it to happen.

Interview music industry marketing for musicians Oriol Guitart

Marketing, Music, and Evolution: A Conversation with Oriol Guitart

In this video, I share my journey from marketing to music, highlighting my diverse industry experience and passion for bass guitar. I discuss the evolution of the music industry, the impact of technology like AI and streaming platforms, and the importance of personal branding for musicians. I emphasize adaptability, diversification of income, and the value of live performances.