Artists, now more than ever, must turn to live performances to recapture some of the gone-forever revenue streams lost to an era now dominated by music streaming services. For many bands, festivals also offer opportunities to connect with major brands, who sponsor these events and have the marketing structure to reach wide audiences. READ MORE
New York Times Contributor
George Howard is an associate professor of music business and management at Berklee College of Music and a strategic adviser to a wide variety of creative companies and individuals. He is on Twitter.