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News, Press — 24 May 2017 16:49

Concert-celebration event for Vasco Rossi’s 40-year-long career: a world-record sold out

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From the online edition of  “Il Sole 24 Ore” – May 23, 2017

By Francesco Prisco


“Blasco” can’t be commanded. No Manchester effect can do: even the last 20,000 tickets put up for sale this morning for “Modena … Modena Park”, the concert-celebration event for Vasco Rossi’s 40-year-long career, were crushed in a few hours. A world-record sold out for the live act scheduled by July 1 at the “Enzo Ferrari” park in the Emilia city: 220,000 paying attendees for the single date, more than A-ha, holders of the previous record with their 198 thousand fans performance in Rio de Janeiro’s Maracanà in 1991, more than the shows held by Tina Turner in ’88 (188,000 people) and by Paul McCartney in the 90s (185,000 people).

But how much did “Modena Park” cash in? Official figures are not available yet, but, based on a survey by Sole 24 Ore, which has inquired various sources, the final figure will not deviate from 12 million, VAT included. The concert organized by Big Bang promotion agency and sold by Vivaticket ticketing platform, both belonging to Bologna group Best Union led by Luca Montebugnoli, included three pricing ranges for the three different pits the show surface will be split up into. They ranged from 75 euros plus pre-sale fees for the first pit to 65 euros plus pre-sale fees for the second pit, each of them including about 27 thousand seats, to 50 euros plus pre-sales for the third pit, which will guest around 163 thousand people. In the first two pits, the audience will have a 2-square meter area per person, compared to 1.70 square meters required by law. Credits will be around 600 – they have not been reserved to sponsors – while other 600 will be reserved for persons with special needs.

1,800 canceled tickets for secondary ticketing

The concert was announced early this year, when the debate around secondary ticketing was still hot and our national Vasco had left on bad terms Live Nation Italia, a promotion agency he had collaborated with up to that point. At a press conference held in Siae Milan headquarters in January, a new partnership was announced with Big Bang, a startup which leveraged a collaboration with leading companies in the live music industry for the “Modena Park” event. Actions opposed to secondary ticketing led to canceling 1,800 tickets for the July 1 show and complaints to judicial authorities were filed against digital marketplaces which had sold tickets purchased from the primary marketplace based on a premium price.

Best Union aims to get delisted

The sold out occurs in a very special time for Italian live music market. By the end of July, for example, Panischi agreement, a 15-year-old 15-billion-year deal in terms of old lire, which linked main national promoters exclusively to TicketOne, will expire and Best Union group – which now manages sales for “Zerovskij … Only for love ‘ tour by Renato Zero as well-intends to play an important role in this scenario, while keeping an eye on finance: on June 9, the delisting OPA based on a 3 euro per share price launched on the group’s stock, listed in Milan Stock Exchange, will expire. The majority share (75%) is held by Ticket Holding, Luxembourg’s parent company including, other than long-time Best Union partners, a shareholding with Luxempart fund, while 25% of the capital is floating. Objective: set the scenario for a very aggressive overseas acquisition plan. Quoting Vasco: “I’ll stop by there/ I’ll take you and carry you away.”