Live Nation and Adobe partner on “Creative Tour”
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Live Nation and Adobe partner on “Creative Tour”

Adobe is the software specialist behind most of the world’s leading creative programs, like Photoshop and Spark. So, it makes sense, in a way, that it would partner with Live Nation, the world-leading live entertainment specialist. The two companies have announced that they’re collaborating on the Adobe Creative Tour – an online platform where “music fans and creators” can chronicle 2019 music festivals, including “Lollapalooza Chicago, Sea.Hear.Now in New Jersey, and Voodoo Music + Arts Experience in New Orleans.”

Both Adobe and Live Nation have seen their market caps expand by around a third so far this year

Live Nation June 27

Source: Yahoo Finance

The idea is basically this: arty festival-goers can use a selection of Adobe programs to create beautiful photo and video experiences of the festivals named, upload them to the platform, and be entered into a variety of “challenges”. The people that produce the best work will be rewarded with a variety of prizes, like free festival tickets, VIP passes, and more. It’s a great way for Live Nation and Adobe to pool their customer bases and showcase what each company has to offer the other’s fans.

Musical artists that the creative revellers will be able to document include big names like Childish Gambino, The Strokes, Dave Matthews Band, Gund N’ Roses, and Post Malone, as well as many more.

Maureen Ford, Live Nation’s president of national sales, explained the collaboration in a statement, saying: “Live music fans are influencers and always looking for moments to drive culture. From discovering new artists and purchasing tickets, to planning for, experiencing and reliving the event, Adobe Creative Tour will help fans create and share unique, quality content across each phase of the fan journey.”

Disclosure

Dominion holds both Adobe and Live Nation in its Global Trends Ecommerce Fund.


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