BTIG analyst Richard Greenfield digs into how the music tour industry is being buffeted by the 360-degree deal, the LiveNation/Ticketmaster deal and the continuing decline of music sales.

Taking a long-term approach, artists/managers should focus on lower upfront guarantees, so ticket prices can come down so they have more “butts in seats.” This would drive merchandise sales, recorded music sales, etc. It is also important to keep the consumer from getting in the habit of not including live music as a form of entertainment or from forming the view that concert-going is simply too expensive.