Business View Magazine | May 2021

9 BUSINESS VIEW MAGAZINE MAY 2021 LIVE MUSIC INDUSTRY COALITION UNITES TO ENCOURAGE VACCINE AWARENESS FOR THE SAFE RETURN OF LIVE EVENTS VAX4LIVE T he live events industry has been shuttered for 13 months, and the results have been devastating. Clubs have gone quiet. Festival fields are empty. Symphony halls are silent. Theater lights remain dimmed. Musicians can’t play in front of their fans. Artists, managers, booking agents and touring crew are sidelined. Sports stadiums host only half of their fans. Venue marquees are dark. Music lovers and fans sit at home streaming or watching virtual concerts, helping where they can. Fortunately, the largest vaccination campaign in history is underway and hope is on the horizon. An average of 3 million administered vaccine doses per day are being projected for the month of April. While this is an encouraging start, there is still a long road ahead before a safe return to normalcy. Enter Vax4Live. The National Independent Talent Organization (NITO) along with several partners - AEG Presents, Bandit Lites, Fox Theatre Atlanta (GA), Hardly Strictly Bluegrass, the International Association of Venue Managers (IAVM), the Independent Promoter Alliance (IPA), Red Light Management and Universal Attractions Agency - are launching a national campaign to encourage OPENING L INES