Live Nation is getting into the mindfulness business.
The company, which controls the lion’s share of the live events market and counts TicketMaster and Roc Nation as subsidiaries, launched an app called Mindful Nation that blends music and meditation, and is targeted at the general population. Available in the App Store for a monthly fee of $4.99, the app offers more than 1,000 classes including sessions tuned to various vibes and tailored to mind, sleep, and day-to-day life, with music playlists from artists spanning a variety of genres.
Mindful Nation began primarily as a B2B platform bringing live sessions to elevate corporate culture. It was launched by Niamh McCarthy, a former artist manager who worked for Madonna and U2’s management team at Maverick. After experiencing burnout on the road, she began studying meditation, breath work and yoga.
“The Mindful Nation app brings together meditation and music in a unique way,” said Michael Rapino, CEO and president of Live Nation. “We first launched Mindful Nation as a program for our employees, and it’s great to see Niamh now bringing the benefits of mindfulness to touring artists and crew across our industry, as well as music fans.”
Sonic beats for meditations are curated by producers and independent artists, including Janax Pacha, Mose Musica and Chris IDH.
“Music is transcendent and has the power to connect and support. The artists on Mindful Nation are vehicles to that higher source which we are bringing into people’s everyday lives through our meditation classes,” said McCarthy. “The classes on the app are like a timeless album, never out of date. Users can keep going back to these resources again and again to support themselves through the highs and lows of life.”
Live Nation posted a record $3.1 billion in revenue—up 73 percent from last year—in the first quarter of 2023. The company’s concert revenue during the first quarter of 2023 reached $2.3 billion, up 89 percent from 2022 Q1. Ticketing revenue hit $677.7 million, up 41% from 2022 Q1, and sponsorship and advertising drew $170.1 million, up 47% from 2022 Q1.
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