Prepared For : Live Nation
A FATAL CROWD CRUSH OCCURRED ON NOVEMBER 5, 2021, DURING THE FIRST NIGHT OF THE 2021 ASTROWORLD FESTIVAL, A MUSIC EVENT FOUNDED BY AMERICAN RAP ARTIST TRAVIS SCOTT AND HELD AT NRG PARK IN HOUSTON, TEXAS. THOUSANDS OF ATTENDEES RUSHED THE STAGE AS SCOTT PERFORMED THROUGH THE CHAOS. ON THE NIGHT OF THE CONCERT, EIGHT PEOPLE DIED, AND TWO MORE DIED IN THE HOSPITAL THE NEXT DAY. IT WAS REPORTED THAT AMBULANCES ARRIVED ON THE SCENE THROUGHOUT THIS INCIDENT; HOWEVER, SCOTT ONLY STOPPED THE CONCERT BRIEFLY AND THEN PROCEEDED. TWENTY-FIVE PEOPLE WERE HOSPITALIZED, AND OVER 300 WERE TREATED AT THE FESTIVAL'S FIELD HOSPITAL FOR INJURIES.
IN ADDITION, SEVERAL CONCERTGOERS DOCUMENTED THE INCIDENT ON SOCIAL MEDIA, POSTING VIDEOS AND RECOUNTING THEIR EXPERIENCES, WHICH LED TO WORLDWIDE SCRUTINY FOR BOTH LIVE NATION AND SCOTT. AFTER THE TRAGEDY BROKE THE NEWS, THERE WAS A SIGNIFICANT BACKLASH TOWARDS LIVE NATION DUE TO THEIR LACK OF PREPARATION FOR CROWD CONTROL, RESULTING IN THE CROWD SURGING. ON TOP OF THIS, HERE WAS ALSO A LACK OF HELP FROM THE SECURITY TEAM TO HELP THOSE PUSHED TO THE GROUND, ALONG WITH A POOR OVERALL EMPHASIS ON INDIVIDUAL AND GROUP SAFETY.
ANOTHER ASPECT OF THE EVENT THAT CREATED BACKLASH WAS TRAVIS SCOTT CONTINUING TO PLAY HIS SET AND ENCOURAGE THE CROWD TO “GET CRAZY” WHILE HIS FANS WERE IN DANGER IN HIS CROWD. BEYOND EVENT MANAGEMENT, SCOTT ALSO WENT SILENT POST-TRAGEDY. A FEW WEEKS FOLLOWING, HE FINALLY WENT TO INSTAGRAM TO RELEASE AN “APOLOGY” VIDEO THAT THE PUBLIC DID NOT RECEIVE WELL.
LIVE NATION, PREVIOUSLY KNOWN AS SFX ENTERTAINMENT, WAS FOUNDED IN 1996 AND OWNED BY ROBERT F.X. SILLERMAN. HOWEVER, IT WAS SOLD IN 2000 AND BECAME CLEAR CHANNEL ENTERTAINMENT BEFORE FINALLY BEING NAMED LIVE NATION IN 2005. THE COMPANY OPERATES IN OVER 40 COUNTRIES AND IS CURRENTLY HEADED BY MICHAEL RAPINO, WHO HAS BEEN THE CEO SINCE 2005. LIVE NATION IS RENOWNED FOR BEING THE TOP LIVE ENTERTAINMENT BRAND GLOBALLY AND IS THE PARENT COMPANY OF TICKETMASTER, A MERGER THAT TOOK PLACE IN 2009. THE COMPANY'S COMMITMENT TO ITS FANS IS EVIDENT IN ITS STATEMENT: "ARTIST POWERED. FAN DRIVEN."
LIVE NATION AIMS TO CONNECT ARTISTS AND FANS, AND THEIR DEVOTION TO THEIR FANS IS REFLECTED IN THEIR SUPPORT FOR LIVE MUSIC AND ARTISTS. THEY HAVE DEDICATED FUNDS TO SUPPORT WOMEN AND YOUTH IN THE INDUSTRY, AS WELL AS THOSE WHO HAVE LOST WORK DUE TO THE PANDEMIC. LIVE NATION OPERATES THROUGH CONCERTS, TICKETING, SPONSORSHIPS, AND ADVERTISING AND IS COMMITTED TO EMPOWERING OTHERS THROUGH MUSIC, WHICH THEY BELIEVE CAN MAKE A SIGNIFICANT DIFFERENCE IN THE WORLD. THE COMPANY STRONGLY FOCUSES ON TAKING CARE OF ITS EMPLOYEES AND OFFERS HEALTH BENEFITS, DEVELOPMENT PROGRAMS, AND STUDENT LOAN REPAYMENT. LIVE NATION IS ALSO COMMITTED TO ENVIRONMENTAL AND COMMUNITY IMPACT, INCLUDING SUPPORTING CHARITIES. AFTER THE TRAGIC EVENTS AT ASTROWORLD, LIVE NATION REITERATED ITS COMMITMENT TO SAFETY AND IS ASSISTING LOCAL AUTHORITIES WITH THEIR INVESTIGATION.
Live Nation is experiencing distrust from users due to the incident at Astroworld where 11 people were killed during Travis Scott’s performance at the concert. It is important that Live Nation rebuild its trust with its consumers. They came out with a statement stating that their sympathies went out to the friends and families of the victims; it ended with this line, “Our entire team is mourning alongside of the community.” This statement shows how Live Nation is aware of what happened and the impact this event will have on their organization They are mourning as well, for the families, because it is something that shouldn’t have happened. In addition to their public apology, we feel it important that Live Nation also brings awareness to safety protocols for future concert-goers to feel safe at Live Nation concerts. These safety and wellness protocols would include, but not be limited to: what to do in the event of emergencies, knowledge of security and personnel, and encourage the usage of online communities for those affected by concert safety malpractices
We feel that promoting these safety protocols will help Live Nation ensure that concerts in the future will create a safer environment that will help concert-goers create lasting memories. It is important that Live Nation emphasizes the importance of fans during this process and refocus their brand to their statement of “Artist powered. Fan driven.” Live Nation has an opportunity to grow even stronger from this event that took place and turns its name into something that is greater than before. This can even set a model for future entertainment industries to follow
The primary audience for this campaign is Live Nation's current and potential users who expect to feel safe attending concerts after the crisis. They want to enjoy concerts without worrying about their safety, and their opinions can impact Live Nation's reputation through social media. It's crucial to maintain positive media coverage to avoid a negative impact on the company's reputation and business.
The secondary audience for Live Nation includes stakeholders such as performers, venue owners, promoters, employees, funders, and customers, as well as those who indirectly experienced the impact of the tragedy through media coverage or attending parts of the event. Their expectations moving forward are to receive coverage of the event, updates on Live Nation's remedial measures, and regain trust in the brand. Positive perception from stakeholders is vital for smooth operations and reputation management. Understanding and addressing the expectations of this audience is crucial for repairing Live Nation's reputation with the public and media, as they have the potential to influence opinions through social media and other channels
The marginal audience for Astroworld/Live Nation are the families impacted by the tragedy. The aftermath of Astroworld left a profound impact on their lives as witnesses to the disaster, with ongoing court cases and lawsuits against Scott and Live Nation. They are still expecting answers and recompense from Live Nation, and their sentiments have been prioritized in media and communications regarding the event. Along with this, they are the driving force behind the changes withinsafety and wellness for the corporation.
The target campaign audience would be people who have been directly affected by the incident put on by Live Nation (Astroworld), as well as future Live Nation users. Individuals who have been directly affected by the incident that occurred during the Astroworld festival and potential future Live Nation users are the primary campaign audience for Live Nation Individuals who attended the Astroworld festival and witnessed the incident, including concertgoers who were injured or affected in any way, may be included. It could also include members of their families, friends, or other stakeholders affected by the event. Furthermore, Live Nation may seek to engage potential future users interested in attending Live Nation events by addressing their concerns and reinforcing their commitment to safety and security measures at their events.
This crisis presents an opportunity to help Live Nation improve its reputation and increase trust with its audiences through digital content and awareness of safety measures.
Reputation management goal: Increase the positive perception of Live Nation
Objective 1: Increase digital awareness of safety by 10%
Objective 2: Promote positive perception through digital content
Relationship management goal: Increase trust with primary audience
Objective 1: Build an online community for those impacted (i.e. Facebook group type)
Accepting responsibility for the incident and expressing genuine remorse to the affected families.
Communicate the steps it is taking to address the issue in a transparent and consistent manner with all stakeholders
Promote changes to safety protocols for public awareness
Creating long-term strategy to restore trust and confidence in its brand through online branding and communties
Direct communication to the audience through emails and press releases
Release an apology letter to the primary audience Newsletters addressing changes in security
Create and share a throughout apology
Create and share 20 social media posts promoting safety
Create and share 5+ social media posts promoting events and customer experience
Engagement through online communities
Week One: Research
Week Two:
Monday: Team check-in meeting
Tuesday: Social Posts - Apology (IG/FB Post)
Wednesday: Release newsletter (Apology)
Thursday: Content Creation
Friday: Content Scheduling
Saturday: Review analytics
Sunday: Day Off
Week Three:
Monday: Team Check-In
Tuesday: Social Posts- Online Community CTA (IG/FB post)
Wednesday: Newsletter (Prep): Updated Saftey Measures
Thursday: Content Creation/ Content Scheduling
Friday: Social Posts: Security Personal Highlight (post/story)
Saturday: Review Analytics
Sunday: Day Off
Week Four:
Monday: Team Check-In
Tuesday: Social Posts- Fan Highlight Post (IG/FB)
Wednesday: Newsletter (Updated Safety Measures)
Thursday: Content Creation
Friday: Content Scheduling
Saturday: Review Analytics
Sunday: Day Off
Week Five:
Monday: Team Check-In
Tuesday: Social Posts- Concert Safety Tip (IG/FB post)
Wednesday: Newsletter (Prep)
Thursday: Content Creation/ Content Scheduling
Friday: Fact Friday- Security Highlight
Saturday: Review Analytics
Sunday: Day Off
Week Six: Press Release Week
Monday: Team Check-In
Tuesday: Social Post - Artist Highlight (IG/FB Post)
Wednesday: Newsletter (Send)
Thursday: Content Creation
Friday: Content Scheduling
Saturday: Day Off
Sunday: Day Off
Week Seven:
Monday: Team Check-In
Tuesday: Social Post- Concert Safety Post (IG/FB)
Wednesday: Newsletter (Prep): General Update
Thursday: Content Creation/ Content Scheduling
Friday: Security highlight
Saturday: Review Analytics
Sunday: Day Off
Week Eight:
Monday: Team Check-In
Tuesday: Social Post- Fan Highlight (IG/FB)
Wednesday: Newsletter (Send General Update)
Thursday: Content Creation
Friday: Content Scheduling
Saturday: Review Analytics
Sunday: Day Off
Week Nine:
Monday: Team Check-In
Tuesday: Social Post - Community Group (IG/FB)
Wednesday: Content Creation
Thursday: Content Scheduling
Friday: Security Highlight
Saturday: Review Analytics
Sunday: Day Off
Week Ten:
Monday: Team Check-In
Tuesday: Social Post - Concert Safety Post (IG/FB)
Wednesday: Day Off
Thursday: Content Creation
Friday: Content Scheduling
Saturday: Review Analytics
Sunday: Day Off
Week Eleven:
Monday: Team Check-In
Tuesday: Social Post Artist Highlight (IG/FB)
Wednesday: Day-off
Thursday: Content Creation/ Content Scheduling
Friday: Security Highlight
Saturday: Review Analytics
Sunday: Day Off
Week Twelve: Evaluation
Several metrics can be used to evaluate the campaign's success. Social media analytics can be used to measure the success of increasing digital awareness. The number of posts regarding safety will reflect an increase, as well as metrics (clicks/likes/comments) on these posts. Social media analytics can also be used to measure the increase in positive perception with Live Nation by evaluating social media traffic and online conversation Furthermore, measuring the metrics of online communities, such as interaction numbers and member amounts, will reflect in creating trust and community with their audience.
TREISMAN, R., & SHIVARAM, D. (2021, NOVEMBER 6). 8 PEOPLE WERE KILLED AT HOUSTON'S ASTROWORLD FESTIVAL AFTER CROWD RUSHED THE STAGE. NPR. RETRIEVED APRIL 16, 2023, FROM
HTTPS://WWW.NPR.ORG/2021/11/06/1053177597/HOUSTON-CONCERTDEATHS-ASTROWORLD-FESTIVAL-TRAVIS-SCOTT
RYAN, H. (2021, NOVEMBER 7). WHAT IS ASTROWORLD? WHO IS TRAVIS SCOTT? AND OTHER THINGS TO KNOW ABOUT THE INCIDENT. CNN. RETRIEVED APRIL 16, 2023, FROM
HTTPS://WWW.CNN.COM/2021/11/06/US/WHAT-IS-THE-ASTROWORLDFESTIVAL-INTL/INDEX.HTML
FORBES. (2023). LIVE NATION ENTERTAINMENT | LYV STOCK PRICE, COMPANY OVERVIEW & NEWS. FORBES. RETRIEVED APRIL 16, 2023, FROM HTTPS://WWW.FORBES.COM/COMPANIES/LIVE-NATIONENTERTAINMENT/
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