ABSTRACT
This chapter provides an overview of the growing attraction, value, range and purpose of live media – live entertainment and live events – the kind of content which demands in-person attendance. The global expansion of live events is discussed, including in music, festivals, TV, sports (leagues, clubs, global events), the arts, theatre, immersive, trade events and conventions, theme parks, sports betting and state ceremonies. The parallel growth of synthetic/virtual, AI-generated and Metaverse content is discussed. The thesis is proposed that such digital-only growth might actually create an equally valid – but opposite – movement towards recapturing the perceived authenticity and human connection of live experience, without that dichotomy being contradictory in the eyes of the consumer. The chapter also examines the ‘eventisation’ of many segments of the media as a commercial dynamic in the era of growing inattention to digital and TV advertising; live advertising cannot be skipped. Finally, it considers the particular equity value of live engagement for both commercial organisations and public sector bodies.
