Australasia – The first to make a comeback in the touring industry, but far from a universal kickoff

As the COVID-19 pandemic continues to intensify in the United States, countries like Australia and New Zealand are getting the pandemic much more under control, to the point where they are just about ready to reopen venues to full capacity. This accomplishment is a great stride for the international concert touring industry.

Even though this means Australian and New Zealand artists will soon have the opportunity to begin touring again, American and European artists may still have a bit more time before their careers can go back to normal.

While Australasia has always had a great touring industry for national and international acts, which is especially important after a yearlong break in the industry, the country’s current COVID protection plan for international travelers may affect how the industry runs. International artists that would want to perform in these markets would have to complete a mandatory 14-24 day quarantine. This creates a tough decision for artists, along with their managers, labels, touring agencies and other parties involved in successfully organizing a concert tour.

This breakthrough for Australasia is not only important for artists, but also for the large corporations who play integral parts in the touring industry. The Australian and New Zealand subsidiaries of companies like Live Nation and AEG will soon return to the capability of receiving their typical revenue. These companies will need to figure out the best way to incorporate other international subsidiaries in their programming. This could mean finding a way to allow international acts to perform in the potential 20 national venues or allowing national acts to go elsewhere.

Australian and New Zealand Touring Agencies

From a public relations perspective, leaders will need to figure out ways to maintain a positive reputation for the acts who choose to travel or the companies who choose to take part in a redeveloping touring industry. Since COVID-19 is a very sensitive topic for many, there is the potential of Americans and Europeans frowning upon those who chose to enter these countries where the pandemic is no longer a problem. From Australia’s and New Zealand’s perspective, citizens may be concerned if too many international acts start to enter their countries. Lastly, tour managers must consider if the two-week quarantine to perform and a maximum of 20 venues are worth it for the artist.

There are many things to consider about making Australasia an effective touring market and there are many different parties’ opinions to be involved in that decision. If I were in the position of a communications executive of a large American entertainment organization, I would recommend my larger clients test the waters by booking an Australian tour. Depending on attendance, revenue and ease, I would decide on which type of client should be allowed to tour next. From the Australian perspective, I believe these shows should be restricted to the country’s citizens in order to avoid an increase in COVID-19 cases.

Information from "Can You Tour in a Land Down Under? Strict Rules Are Making Australasia a Reality" BY LARS BRANDLE AND DAVE BROOKS, originally appeared in the February 20, 2021 issue of Billboard Magazine.