In today’s music economy, where streaming royalties remain thin and ticket prices continue to escalate, one of the fastest-growing and most resilient sectors is merchandise — and few companies are as prominent in the space as Universal Music Group’s wholly owned Bravado, which oversees the world’s largest music merchandise operation.

Bravado aims to unite artists and fans through products that aspire to be more than souvenirs, and at the center of its machine is its president, Matt Young. A 25-year merchandising veteran who joined Bravado four years ago, Young has shepherded the company through an era of unprecedented demand and logistical complexity, helping Bravado grow into a revenue engine that UMG says now generates over $900 million in annual business. But those top-line numbers tell only part of the story.

“We’re building bridges,” Young says, “allowing fans to touch something physical that represents the emotional connection they have to the music.”

Matt Young will participate in a panel at Billboard‘s Live Music Summit, held Nov. 3 in Los Angeles. For tickets and more information, click here.

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Young’s path to Bravado traces the broader arc of the merch industry. He began at Roadrunner Records in the late 1990s, when the label had started to flirt with what would become known as “360 deals,” which bundled merchandising with recording and touring rights. From there, he spent time at an independent merch company before moving on to Warner Music and helping it build its merchandise division. “I’ve seen this industry from every angle: indie, major, startups,” he says.

By the time Young joined Bravado in 2021, the merch sector had begun to mature into a sophisticated global business with its own supply chains and sustainability strategies. In his role, he oversees customized blueprints for artists who range from global superstars like Billie Eilish and The Rolling Stones to emerging bands on the club circuit. About one-quarter of Bravado’s roster is non-UMG acts, and the company’s model spans from tour merch sold directly at concerts to retail partnerships with American outlets like Hot Topic and others in Europe and Asia.

“Tickets and T-shirts,” Young muses, are now twin pillars of the touring economy, with some artists selling hundreds of thousands of dollars’ worth of items in a single night. For certain acts, particularly those with deeply engaged fans, the merch table rivals the box office as a source of income. This shift has also forced the industry to rethink product design, moving away from one-size-fits-all T-shirts toward fashion-forward collections, sustainable fabrics, upcycled inventory, exclusive colored vinyl, collectible collaborations and even action figures.

Billie Eilish posing with her merchandise at the Billie Eilish x American Express Hit Me Hard and Soft Pop Up on May 8, 2025 in Berlin, Germany.

Billie Eilish posing with her merchandise at the Billie Eilish x American Express Hit Me Hard and Soft Pop Up on May 8, 2025 in Berlin, Germany.

Marcus Lieder

Meanwhile, the evolution of VIP experiences has further blurred the line between merch and fan engagement. Bravado’s premium programs for artist tours range from simple early-entry packages to elaborate meet-and-greet activations that command thousands of dollars. For bands like Pierce the Veil, VIP passes that grant barricade access and exclusive goodie bags have become essential fan experiences, while legacy acts like Def Leppard and KISS have offered photo ops and once-in-a-lifetime perks.

Yet challenges remain. The company must navigate tariffs and geopolitical disruptions to supply chains and shipping routes while managing its inventory and combating bootleggers — both the ones who have long hawked counterfeit shirts outside arenas and those in the Wild West of digital merch, where Instagram scammers selling fake band shirts is an ongoing issue. For Young, though, these obstacles underscore the stakes. In his view, merch is not only about revenue diversification but also about cementing culture through everyday objects that can transform passive listeners into active community members. Merch — and Bravado’s products — are both commerce and cultural currency. “This isn’t just what I listen to,” Young says. “It’s who I am.”

How big is Bravado’s business today?

Universal’s earnings reports show that merchandise generated north of $900 million last year. It’s a substantial piece of UMG’s overall revenue, and it means our side of the business gets attention at the highest levels.

You often describe merch as more than just souvenirs. What do you mean by that?

Music creates an emotion, and merch is the last tangible thing you can hold, wear or display that represents that feeling. A vinyl record — even for someone without a turntable — can be merch. A hoodie or a T-shirt is an identifier: It says, “This is who I am, this is the culture I belong to.” That’s more powerful than a simple transaction.

KISS posing with fans during a VIP experience on the band’s End of the Road Tour in 2023.

KISS posing with fans during a VIP experience on the band’s End of the Road Tour in 2023.

Keith Leroux

What does your job look like week to week?

It’s a mix. We run teams in cities across the globe — New York, L.A., London, Berlin, Tokyo, Sydney, Madrid, Nashville. So there’s operational management. But there’s also signing new artists, pitching them ideas, collaborating with labels and making sure our products fit each fan base. We also spend a lot of time on sustainability: upcycling leftover inventory, using recycled materials and building new processes to reduce waste.

How does upcycling work?

We partner with a company called Hallotex. They take old tour stock — unsold shirts, tote bags, whatever — break down the fibers and respin them into new cotton. That gets turned into new blank [shirts] for fresh merch. Or maybe it’s taking old tote bags and turning them into a blanket. It’s about turning excess into opportunity and cutting down on the warehouse full of leftovers that used to define this business.

How do the economics of merch work for artists?

There are three main buckets: tour sales, online stores and retail. On tour, there’s usually a truck following the band with inventory, and most of that money goes directly to the artist on a net-split basis. Online and retail work more like a royalty system since we handle production and logistics. Across the board, the splits are heavily in the artist’s favor — often 80% to 90% after costs. It’s often the No. 2 source of revenue [for artists] after ticket sales. It’s not unusual for a major tour to transact hundreds of thousands of dollars in merch in a single night.

What makes for a successful merch strategy?

Culture. If a band has a lifestyle built around them, merch thrives. Look at Billie Eilish, who insists on sustainability and explains it to fans every night. Or Olivia Rodrigo, who wore her own merch onstage. When the artist truly believes in it, sales follow. It becomes part of their identity and their fans’ identities.

What kinds of products are trending now beyond T-shirts and hoodies?

Exclusive vinyl colorways for tours, blankets for amphitheaters, memorabilia books like Olivia Rodrigo’s, collectible action figures like we did for Rihanna, Slipknot’s masks and jumpsuits. It’s all about matching the lifestyle of the artist with the passion of the fan.

Rihanna collectible action figure, “Rhenna”.

Rihanna collectible action figure, “Rhenna”.

Courtesy of Bravado

How do global challenges — tariffs, Brexit, supply chain issues — affect you?

They definitely add complexity. Brexit alone changed how we move goods in and out of Europe. Tariffs can impact pricing and margins. But we have logistics teams built to handle that. We try to be nimble and find ways to keep delivering.

What about risk? Not every product is going to be successful. How do you deal with demand uncertainty?

The key is smart inventory control. We measure sales every night on tour and adjust orders quickly so we don’t get stuck with piles of leftovers. Years ago, I inherited a warehouse in Nashville that was literally two football fields wide full of unsold merch. That doesn’t happen anymore. We recycle, upcycle and design smarter so we’re not flooding the market. And when there is excess, we’ll sometimes move it online for fans who couldn’t get to the show.

How much do fashion trends dictate what you create?

A lot. Kids today don’t want the same cuts we sold 10 years ago. Right now, shorter, wider shirts are in. A few years ago, it was skinny fits and super-thin fabrics. Hip-hop audiences might prefer heavyweight blanks, while pop audiences want pajamas or skirts. It’s about curating for each fan base — answering their call rather than handing them a generic black T-shirt.

Machine Gun Kelly wearing a shirt from the collection he collaborated on with his hometown football team, the Cleveland Browns, at the start of the current football season.

Machine Gun Kelly wearing a shirt from the collection he collaborated on with his hometown football team, the Cleveland Browns, at the start of the current football season.

Sam Cahill

Do you work outside music, with comedians or podcasters?

Yes. We do VIP and merch for Kevin Hart, and we also work with Shane Gillis, who’s one of the biggest comedians in the country right now. Comedy is different — comedians don’t pile into vans for long tours; they fly in for weekends. But they have catchphrases and bits that translate perfectly to merch. We also work with YouTubers and media personalities if it makes sense for our demographic.

Do macroeconomic shifts — inflation, politics, consumer confidence — ­affect your numbers?

On tour, not really. Since COVID, merch numbers have been the highest we’ve ever seen. People are celebrating being back in shows and merch is part of that. At retail, yes, you see slowdowns when inflation hits or tariffs drive up prices. But live is resilient. People are buying hoodies, vinyl and collectibles as part of the celebration of going to a concert.

Bootleggers have been around ­forever. Are they still a problem?

Always. If you’re buying from a guy in the parking lot, it’s not legit. And while the shirts might be cheap, they fall apart. But there’s also a fascinating subculture of vintage band tees. Original Nirvana or Nine Inch Nails shirts from the ’90s can sell for thousands of dollars today. That market is booming, and in some ways, it fuels demand for new designs, too.

Looking ahead, where’s the growth?

Digital. We’re learning as we go in video games and online platforms — it’s still the Wild West. There’s also a fight against online piracy, with fake ads on Instagram and Facebook. Beyond that, it’s about converting casual fans into superfans with unique, culturally relevant products. At the end of the day, it’s about making sure fans feel closer to their favorite artists.

This story appears in the Oct. 25, 2025, issue of Billboard.

Universal Music Group and Udio have settled their legal battle by striking a deal for a fully-licensed artificial intelligence music platform. But the broader litigation involving rival AI firm Suno and both Sony Music and Warner Music is still very much pending.

The deal, announced Wednesday, will end UMG’s allegations that Udio broke the law by training its AI models on vast troves of copyrighted songs. Under the agreement, Udio will pay a “compensatory” settlement and the two will partner on a new subscription AI service that pays fees to UMG and its artists, and allows artists to opt in to different aspects of the new service.

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But that agreement will not resolve the entire legal battle, in which all three majors teamed up last year to sue both Udio and Suno — the other leading AI music firm — for allegedly “trampling the rights of copyright owners” by infringing music on an “unimaginable scale.”

For now, Sony and Warner will continue to litigate their case against Udio, but a settlement like the one struck by UMG obviously creates a framework for them to reach a similar deal. The revamped Udio 2.0 will not be an exclusive UMG partner, according to sources close to the situation — meaning it’s able to strike similar catalog licensing deals with Sony and Warner, as well as any other parties.

Udio has ample incentive to do so. Past experience has shown that music licensing for tech platforms is something of a zero-sum proposition; it often doesn’t work for users if you have glaring gaps in your catalog of songs. Spotify wouldn’t be nearly as ubiquitous if it were missing catalogs by Taylor Swift, Drake or The Beatles, while TikTok’s standoff with UMG last year ended up impacting non-UMG recording artists like Beyoncé and Adele due to rights being owned by different companies.

In striking the deal, Udio has also effectively put its cards on the table: it wants to be the music industry’s AI good guy. Though not legally impossible, it’s hard to argue in court that you don’t need training licenses and artist consent while touting the benefits of both in press releases. Udio has also already made concrete changes to its platform, including controversially disabling downloads for its existing subscribers — a further sign that it’s no longer looking to fight it out.

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It’s worth noting that the settlement makes for odd bedfellows in any ongoing litigation. The same team of lawyers that repped UMG in its claims against Udio — now settled with a first-of-its-kind partnership — is also representing competitors Sony and Warner as they continue to sue that company. Ditto for Suno, which is defended by the same team of attorneys as Udio, which just agreed to sign a licensing deal that’s antithetical to Suno’s core argument that no such deals are needed.

But such situations are par for the course for cases like these, where industry rivals team up for a legal case, and each company on both sides almost certainly signed agreements waiving any legal right to argue that their lawyers have a conflict of interest.

The case against Suno, on the other hand, looks more likely to keep going. All three majors are still suing that company, and Suno has long been seen in industry circles as more the more combative of the two. One can’t imagine that Suno’s will to fight will be reduced by the Udio deal; if anything, it has a clearer runway to AI music dominance now that its largest text-to-audio rival has effectively left the space to cultivate its own walled-off garden.

The Suno lawsuit remains at the earliest stage, where a defendant will file a motion to dismiss a case, which is typically the first big ruling in a civil litigation. If both sides decide to fight it out, the case and resulting appeals could go on for years into the future. But the key battle lines of the litigation are already clear.

The multi-million-dollar question is whether training AI platforms like Suno on millions of unlicensed copyrighted songs counts as “fair use,” a legal doctrine that allows for the reuse of protected works in certain circumstances. That issue is also at the heart of dozens of other lawsuits filed against booming AI firms by book authors, news outlets, movie studios, comedians and visual artists — meaning it might really be more of a trillion-dollar question.

Can Suno prevail on that point, making Udio look silly for settling so early? The proverbial jury is very much still out.

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One federal judge, ruling on a major case against Anthropic, sided resoundingly with AI firms, saying that unlicensed training was clearly a fair use because it was no different than a human writer taking inspiration from copyrighted books they had read. But another judge ruled that such training would be illegal “in many circumstances” and that AI firms expected to generate “trillions” in profits “will figure out a way to compensate copyright holders.”

A separate, emerging flashpoint in the case is whether Suno broke the law by “stream-ripping” its training songs from YouTube. That’s a key issue in the wake of a court ruling this summer that said AI training on copyrighted works itself is fair use, but that using illegally-obtained works to do so could lead to billions in damages for AI firms.

In the wake of this week’s Udio settlement, the record labels likely see that deal as setting a helpful precedent: “See, AI companies do need licenses to train their models — Udio just took one.” And in that same vein, when it comes to that all-important courtroom battle over fair use, those same music companies likely view this week’s Udio deal as potential legal ammo.

A key factor in the fair-use analysis is whether exploiting a copyrighted work for free caused market harm — whether it hurt the ability of the original author to monetize their own creative output. A major licensing deal with a direct competitor would seem to be a very obvious market that would be harmed by the conduct of Suno, which says it can build its AI models without such deals.

But that argument has already been rejected in both of those earlier fair-use rulings. Even for the judge who said AI training would be illegal in most circumstances, that kind of argument would be “circular” — since essentially any copyright owner could argue that the specific thing they’re suing over is a lost market opportunity. That means the Udio deal might help the labels in the business world and the court of public opinion, but likely not in actual court. For now, time will tell.

For deeper reading, go check out the full lawsuits against Suno and Udio, and go read the responses from Suno and Udio. And stick with Billboard for updates as the cases move ahead.

Count pop radio as the latest realm that Gwi-Ma can’t conquer.

The KPop Demon Hunters underworld villain proves no match for the approximately 150 radio stations that have lifted HUNTR/X to No. 1 on Billboard’s Pop Airplay chart, where the protagonist trio of Netflix’s record-breaking animated film reigns with its anthem “Golden.”

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The song, on Visva/Republic, rises two spots to No. 1 on the Pop Airplay chart dated Nov. 8, up 9% in plays week-over-week Oct. 24-30. (Stations are monitored by Mediabase, with data provided to Billboard by Luminate.)

“‘Golden’ has truly become a defining pop moment, an instant lean-in, turn-it-up track,” says Alex Tear, vp of music programming for SiriusXM and Pandora. SiriusXM’s Hits 1, which reports to the Pop Airplay tally, has played the song more than 1,100 times since June.

Thanks to the movie’s wide reach, “There’s that immediate familiarity and big emotion that just hits,” Tear says of “Golden.” “It’s become part of our channel’s DNA — vibrant, global and built for pop radio.”

Mark Adams, vp of pop programming for iHeartMedia and program director of the chain’s flagship WHTZ (Z100) New York, became a fan of KPop Demon Hunters a day after its June 20 release. “My algorithm knows me well,” he says. “I watched it that Saturday morning and just kind of immediately got it. I thought the animation was terrific. I thought the music was extraordinarily catchy.”

Adams says that he didn’t hesitate when considering the pop radio appeal of “Golden,” whose lyrics cite certain plot points, which could either confuse listeners not versed in the film or draw them in further if they’re superfans (or, on Oct. 31, KPop candy hunters). “When I’m listening to tunes,” Adams muses, “I’m just listening — is there a hook? Is it a pop cultural moment?”

Adams shares that he was so taken by the film after watching it “that Monday I shared with the national team: ‘Hey guys, you may not have heard about this yet, but there’s this movie on Netflix and the songs are amazing.’ That first week on Z100, we spiked ‘Golden’ in. It wasn’t in heavy rotation, but a few times, as well as [HUNTR/X’s] ‘How It’s Done.’”

With Pop Airplay panelist WHTZ now more than 600 plays into “Golden,” KPop Demon Hunters songs “are strong on their own merit,” Adams says. “It wasn’t a really difficult push to convince programmers to realize that this is a real thing.”

Despite the movie’s immediate and enduring success, Adams notes that radio still serves a key role in helping ingrain hits in the pop consciousness. “I think it’s a little complicated,” he says. “Even as big a platform as Netflix is, you’re still dealing with that audience, and that isn’t everyone. That helps lay the groundwork for music discovery, but it still takes weeks and months of committed, consistent airplay to really break things to the masses.”

Plus, says Adams, “people crave human connection, having somebody say, ‘Hey, this is a song you should be paying attention to.’ People feel like they’re part of a community and they want to be part of that shared pop cultural moment. I think that’s what we excel at.”

Meanwhile, Hits 1 has played other KPop Demon Hunters songs, including Saja Boys’ “Soda Pop” and “Your Idol” (fine, Gwi-Ma gets that), furthering the connection between the film and pop radio. “Golden” spent eight weeks at No. 1 on the multimetric Billboard Hot 100 from mid-August through mid-October, while “Soda Pop” and “Your Idol” each hit the chart’s top five.

“We’ve been intentional about giving space to songs that cross borders and connect with our audience,” Tear says. “These tracks feel natural next to Taylor Swift, Alex Warren or Olivia Dean. We’re always looking for that global pop conversation. Listeners don’t hear boundaries, they just hear great songs.”


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A$AP Rocky once again has people wondering if he’s put a ring on it. In a new cover story interview with Perfect magazine, the rapper made a provocative claim about his longtime love Rihanna, with whom he shares three young children. When asked to describe the times when he’s felt the greatest satisfaction and happiness, Rocky, 37, said, “I think peace really makes me happy. Being a father and a partner and a loving husband in my family is what makes me really, really happy.”

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Did you catch that “loving husband” bit?

The romantic comment came despite the couple never publicly confirming or denying their marital status. At press time spokespeople for both artists had not returned Billboard‘s request for comment.

“That’s what honestly does get me going: being able to express myself creatively, being able to be a family man and being able to be an artisan,” Rocky continued in the interview. “It doesn’t matter what hat I wear that day, it’s just about being able to give it my all and do these things,” he added, with the magazine noting that the original interview time had to be rescheduled because Rocky was busy preparing for one of his children’s birthday parties.

It’s not the first time Rocky has made it seem like the longtime couple might be more official than we thought. Speaking to Elle in September, he teased, “How you know I’m not already a husband?,” before again muddying the waters by adding “I’m still not gonna confirm it.” During a DJ set in Paris during the Cannes Lions festival in June, Rocky dedicated his 2022 song “D.M.B.” — also known as “DAT$ MAH B!*$H” — to his “’beautiful wife in the f—ing building. I love her.’” Again, no confirmation that the couple — who began dating in 2020 — have made it official, but the video for “D.M.B.” appears to end with Rocky and a red-veiled Rihanna getting married, with red flower petals showering the happy couple.

Despite an epic year in which he acted in Spike Lee’s Highest 2 Lowest and Mary Bronstein’s psychological drama If I Had Legs I’d Kick You, as well as prepping his fourth studio album, in a recent interview with Complex the rapper said his newborn daughter with Rih is his favorite project so far. After saying he’s done “a whole lot” this year, Rocky admitted, “My daughter. That’s my favorite thing I created this year. Shout out to Rocki Irish, man,” he said about the daughter the couple welcomed on Sept. 13. Rocki joined their other two children, three-year-old son RZA and two-year-old baby Riot Rose.


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Stacey Tang, co-president of RCA Records UK, has been appointed chair of the BRIT Awards 2026 committee as the ceremony moves to Manchester’s Co-op Live for the next two years — marking the first time in nearly 50 years the BRITs will be held outside London.

Tang will oversee all aspects of the show’s creative direction, working alongside representatives from major and independent labels, BRITs TV and the BPI. Sony Music UK will lead the committee from 2026 to 2028, following Warner Music UK’s tenure under Damian Christian.

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Tang, a Billboard UK Power Players list honoree who was promoted to co-president of RCA UK in early 2023, has played a key role in the label’s recent success with artists such as Cat Burns and Myles Smith.

She joins a creative team including Misty Buckley, Phil Heyes, Sally Wood and Maggie Crowe. Speaking on the news, Tang said, “As a massive music fan I always watched the BRIT Awards growing up, but revisiting the shows through the lens of chair has given me a totally different perspective. Being inspired by the spectacle and show as a young person, now motivates me to create something that feels important nationally and globally, while capturing the brilliant and eccentric nuance of British music and culture.

Tang added, “The decision to move to Manchester has been met with amazing feedback from the local community and the industry. To oversee a show that’s doing something for the first time feels energising but ultimately, we also want to inject fun into the proceedings … and people in Manchester know how to have fun!”

The BRITs also announced several category updates: the Rising Star Award reverts to its original name, Critics’ Choice, and Best New Artist becomes Breakthrough Artist. Eligibility criteria have been tightened across major categories, requiring higher chart performance. Nominees must now have a top 30 album or two top 20 singles, while genre categories maintain existing standards. The Mastercard Album of the Year must also reach the top 30. These changes aim to better reflect artist impact and chart success.

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Nominees will be announced in January, with voting handled by a panel of industry professionals and, in recent years, the public for genre categories. The 2026 ceremony will take place on Feb. 28 at Co-op Live, a 23,500-capacity venue opened in 2024, signaling a new chapter for the BRITs and its commitment to celebrating British music across the country.

Check out a full rundown of this week’s staffing news below.

Sold-out concerts have a certain timelessness. Fans rush the merchandise booth, crews tune guitars, and promoters pace the lobby while managers huddle with their artists in the greenroom. But beneath that familiar surface, the live-music business is being rewired. The systems guiding who gets through security fastest, how merch is stocked, which shows get routed where and how lights sync to the beat are no longer governed by human instinct alone. Increasingly, they’re powered by artificial intelligence — and the emerging technology’s impact will only deepen in the decade ahead.

“Live music has always been a people business, but in the next five to 10 years, it will also become a much more sophisticated data business,” explains Tash Singh, ­founder of Fusible.ai, one of several startups helping major music companies develop AI strategies for the future.

Billboard‘s Live Music Summit will be held Nov. 3 in Los Angeles. For tickets and more information, click here.

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“The shift won’t erase human roles, but it will fundamentally change them,” Singh continues, noting that soon, decisions once made solely with human knowledge and instinct will increasingly be guided in real time by algorithms. The transformation is already visible in today’s biggest tours — and it’s a preview of what’s to come across the entire ecosystem of live entertainment.

From booking agents and promoters to ticketing and marketing, AI is reshaping how concerts are planned, sold, secured and experienced. The concert business has always adapted to new technologies — from radio spots to MTV to streaming. AI represents the next leap forward. And, its proponents say, AI in the touring sector won’t make it less human; if anything, it could make concerts feel more personal, efficient and accessible. If the industry gets this transition right, the future of live music won’t feel robotic — it’ll feel smoother, smarter and more alive.

Mastering Reality

A major frontier in this era is how AI can help discern between human ticket buyers and fraudulent ones. Bots and fake accounts continue to plague ticketing, scooping up seats before fans do and inflating ticket prices. Recently, the Federal Trade Commission sued a Florida-based ticket broker for paying employees to operate multiple accounts. The agency also targeted Ticketmaster for failing to enforce its own rules surrounding bots.

“Fundamentally, the internet never built a way to prove someone is a real human,” says Adrian Ludwig, chief trust officer at Tools for Humanity. The company is behind World ID, a privately held, anonymous proof-of-humanness system designed to stop individuals from creating hundreds of fake accounts. “That gap has allowed bots to flourish across industries, from online gaming and dating to concert ticketing.”

World ID works by having users visit one of its “orbs,” chrome-like cameras located at places like shopping centers and office buildings that scan a person’s face and iris to confirm they’re a unique, living human. That biometric signature generates a digital ID stored privately on the user’s phone, which can then verify the user’s identity online without revealing personal information. (OpenAI CEO Sam Altman co-founded Tools for Humanity and serves as its chairman.)

Meanwhile, in South Korea, ticketing platform Event Pop is piloting AI-driven technology to curb scalping and bot-driven hoarding. Ludwig, whose company powers Event Pop, says discussions are underway with major global ticketing firms to deploy the tech in other regions, including the United States. “The goal is simple: one person, one account, one ticket,” he says. “It doesn’t matter if you’re Green Day playing the Fillmore or a massive stadium show — fans should trust that tickets go to real people first, not bots.”

To meet that challenge, companies like Ticketmaster are increasingly turning to AI to safeguard ticket sales. Traditional defenses like CAPTCHA tests or IP blocking can’t keep up with modern automation. Instead, AI-driven behavioral analysis tracks users’ real-time interactions with a site: how a mouse hovers, how quickly a user types, the hesitation before clicking “buy.” “Bots execute commands with mechanical precision and inhuman speed, leaving behind a digital fingerprint that machine learning models can easily flag,” says Jason Webb, co-founder of Tixel, a Los Angeles-based fan-to-fan marketplace that is developing AI tools to prevent fraud.

Ticketmaster has confirmed it uses AI-powered “bot mitigation tools” to identify suspicious traffic and employs adaptive firewalls that become smarter with every attempted attack. In October, the company announced former Square executive Saumil Mehta as its new global president; Mehta has recently advised AI startups. “Under his leadership, Ticketmaster will execute AI opportunities across key areas of its business, such as empowering venues, fortifying the ticketing infrastructure against bad actors and enhancing the ticket-buying experience for fans,” Ticketmaster stated in a press release. (The company declined to comment for this story.)

“The next phase,” Webb says, “involves natural language processing to analyze the text of form submissions and search queries. The result is a constantly evolving security layer that learns and adapts faster than static code-based defenses. While no system is foolproof, AI detection represents a major leap forward in protecting fans’ access to face-value tickets.”

Venues Of Change

Inside venues, AI is already reshaping how fans move, spend and experience shows. During Elton John’s recent Farewell Yellow Brick Road tour, arenas deployed Evolv’s AI-powered scanners to process fans through security faster. Other venues use WaitTime, which utilizes overhead cameras to predict and prevent long concession lines. Fans might not notice the algorithms — but they’ll notice shorter waits for a drink.

Atlanta’s State Farm Arena, home to the NBA’s Hawks and one of the busiest concert buildings in the Southeast, has become a testing ground for AI-powered venue operations. “We’ve invested in crowd analytics that monitor foot traffic throughout our 17,000-capacity arena,” said Geoffrey Stiles, senior vp of facilities and events for the Hawks, during an online presentation on AI in arenas hosted by Sports Business Journal in October.

By combining video feeds with machine learning, the arena’s system can anticipate bottlenecks at entrances, restrooms and concessions, enabling staff to act before problems arise. Stiles added: “The technology has significantly reduced wait times and improved crowd flow during high-volume events.”

State Farm Arena also uses predictive tools to optimize staffing and concessions, analyzing historical sales and real-time demand to deploy workers and adjust inventory on the fly, resulting in faster service and less waste.

Earlier this year, the arena partnered with spatial intelligence company AiFi and Verizon for Hawks Express Cashierless Checkout, a store that used AiFi’s technology and Verizon’s 5G Edge technology to help fans purchase concessions without waiting in line. State Farm Arena has also partnered with Honeywell, the technology and manufacturing company that is active in both machine learning and AI, on the Arena of the Future Innovation Challenge, which focuses on developing automation and sustainability solutions.

“Large arenas and theaters are complex facilities with massive HVAC, lighting and security systems,” says Dani Stern, senior director of product management for commercial real estate at Honeywell, who also spoke at the Sports Business Journal presentation. “By running AI models on data from sensors across the building, operators can predict when equipment is likely to fail, automatically adjust energy use to crowd levels and reduce costs while improving reliability.” AI-driven lighting systems, he notes, can even brighten or dim areas based on traffic flow, keeping fans safe while saving power.

Stage Meets Screen

The line between live and digital performance is blurring fastest onstage. In London, ABBA Voyage proved a residency can thrive on AI-powered avatars, grossing over $150 million in its first year, according to Bloomberg. KISS is now working with Pophouse Entertainment and Industrial Light & Magic to extend its legacy through digital doubles, signaling that some acts may never truly retire.

Meanwhile, artists like deadmau5 and Eric Prydz are using AI to generate visuals that evolve in real time with the music, and Travis Scott’s 2020 Fortnite concert, attended virtually by 12 million fans, showed what happens when gaming engines and AI-assisted animation meet live performance.

For younger audiences, these hybrid experiences are becoming the norm. A teenager who has seen a virtual reality avatar set won’t blink when a future festival lineup includes an artist’s AI-powered digital counterpart. Today’s youth expect fluidity between screens and stages — where an artist might perform simultaneously in Los Angeles and inside a virtual world, or where fans customize lighting and visuals from their phones in real time. In this new landscape, authenticity isn’t tied to physical presence but to participation: Fans want to shape the moment, not just witness it. It’s a future where an AI-generated encore isn’t a gimmick, but another layer of creativity in a live experience that never really ends.

Smarter Routing

Touring has always been a logistical puzzle. Routing 20 cities for a six-week tour means balancing venue availability, crew schedules and gut instincts about demand. Soon, AI will handle much of that math.

“Imagine an agent planning an arena run in 2030,” Singh says. “We can blend Spotify data, YouTube velocity and past ticket curves with external factors like sports calendars, carbon impact of fan travel — even diesel costs for buses.”

With those inputs, Singh says, “you can model different scenarios: one maximizing gross, another minimizing emissions or one balancing both. Instead of arguing from instinct alone, teams [can] negotiate with real-time data.”

Other startups are offering similar routing and carbon optimization tools, while major promoters are testing predictive demand systems. Over time, Singh believes, these tools will become indispensable — the invisible co-pilots of every tour.

While Live Nation and AEG declined to comment at length for this story, the major promoters both acknowledged that they are in the early stages of developing their AI strategies, primarily focused on ticketing and marketing. But as one powerful agent tells Billboard, even if more ambitious uses of AI remain on the horizon, the technology is already changing how industry professionals approach their work.

“The hope is that AI makes it easier to advance shows, whether that means more quickly reading contracts or negotiating with venues to route a 40-city tour,” the agent says. “Anything that can free up the more mundane tasks that take up hours of my time so I can instead focus on signing and developing new talent is something we’re very interested in exploring further.”

This story appears in the Oct. 25, 2025, issue of Billboard.

MUSEXPO has announced Kirk Sommer, senior partner and global co-head of music at WME, as the recipient of the 2026 “International Music Person of the Year” Award. The honor will be presented during MUSEXPO’s 26th global edition at its annual awards luncheon on Tuesday, March 24, 2026, at Castaway in Burbank, Calif.

The prestigious award recognizes Sommer’s profound global influence and artist-first leadership within the music industry. Across his nearly 25-year tenure at WME, Sommer has earned a reputation for integrity, mentorship, and visionary representation — guiding the live careers of some of the most celebrated artists of the modern era. His roster spans genres and generations, including Adele, Billie Eilish, The Killers, Andrea Bocelli, Hozier, Arctic Monkeys, Sam Smith, Steve Aoki, Benson Boone, Lewis Capaldi, Nine Inch Nails, Foster the People, and Weezer, among others. Sommer also worked closely with the late Amy Winehouse, a testament to his long-standing commitment to nurturing emerging talent into global icons.

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In his current role as global co-head of music, Sommer helps steer WME’s worldwide strategy across touring, festivals, and live entertainment. His artist-first approach has earned him wide respect from peers and clients alike, shaping the careers of artists from their first club shows to sold-out arena and stadium tours.

Sommer’s accolades reflect his influence across the business. In 2025, he was named Pollstar’s “Agent of the Year” and inducted into New York University’s Hall of Fame. He’s been a mainstay on Billboard’s Power 100 for more than a decade, and has also appeared on Variety’s Top 500, Pollstar’s Impact 50, and PAPER magazine’s list of the most influential booking agents in the world.

Beyond his professional impact, Sommer and his family are dedicated supporters of causes focused on mental health, children’s welfare, and healthcare access.


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Billboard’s Friday Music Guide serves as a handy guide to this Friday’s most essential releases — the key music that everyone will be talking about today, and that will be dominating playlists this weekend and beyond. 

This week: Tricks and treats from Florence + The Machine’s howling latest, an early Mother’s Day gift from Tyler, the Creator and a right-on-time R&B love song from Brent Faiyaz.

Florence + The Machine, Everybody Scream

We all scream for Florence + The Machine’s latest, an appropriately titled album for a Halloween release, certainly. The horrors here are not necessarily of the jump-scare variety, but more the realities of life as both a veteran pop-rock star not always given her due and as a woman facing double-standards in the music industry — one who recently endured a potentially life-threatening ectopic pregnancy, as she detailed in a recent Guardian profile. But regardless, Florence is no Final Girl, and Everybody Scream evinces the mighty strength she’s developed as a singer, artist and person: “Come on, come I can take it/ Gimme everything you got/ What else?” she goads in “Sympathy Magic.” Besides, as she attests in “Witch Dance,” “Your threats and your promises, they don’t scare me/ After all, there’s nobody more monstrous than me.”

Tyler, The Creator, “Mother”

Tyler, the Creator apparently considers his newly released bonus track “Mother” such an important of his CHROMAKOPIA experience that his new CHROMAKOPIA+ sticks it in the middle of the tracklist, not just at the end. A sympathetic song about his mom’s experience having him, raising him and trying to teach him life wisdom, the track even includes an interlude of said matriarch warning him not to get arrested, because she had no intent of bailing him out of jail. He also holds some grace for his father: “Father told me nothin’/ F–k it…. I hold no grudges, I heard he a fan.” The beat and the backing grunts are tense (and intense), but the electric piano is warm and tender.

Brent Faiyaz, “Have To.”

In what’s turning out to be an excellent year for crossover R&B, it’s a perfect time for the return of hitmaker Brent Faiyaz. Especially with a song this irresistible: “Have To.” is an immaculately produced love song about Faiyaz doing whatever has to do to be where he needs to be: “I’m in a race with time to get where I belong/ ‘Cause it feels so right after all these nights alone.” Sweetly urgent but never overly insistent — and winking enough to avoid any undue sweatiness, including multiple vocal tracks of a pitch-altered Faiyaz basically dueting with himself — “Have To.” is another big winner for Faiyaz.

Reneé Rapp, “Lucky”

Frisky, poppy, lightly grungy alt-rock certainly seems to be the musical sweet spot for Reneé Rapp, as evidenced first by her impressive August sophomore LP Bite Me, and now from her new song “Lucky.” Recorded for the Now You See Me: Now You Don’t soundtrack — sure — “Lucky” features Rapp bragging about her charmed life over propulsive guitars and occasional synth flares, even throwing in a little meta-nudge with the bridge’s “It’s almost like I’m Reneé.” Extra points for actually working the film’s title into the lyrics.

Sub Focus feat. Grimes, “Entwined”

Grimes ‘n’ Bass! As the wait continues for the follow-up to 2020’s Miss Anthropocene, Grimes has been busy with one-offs and collabs — most recently teaming up with the U.K. producer Sub Focus for this week’s “Entwined,” whose moaning, growling, frequently shape-shifting beat is the perfect bed for the Canadian alt-pop star to wail over. It might not be explicitly spooky-scary, but if you happen to be one song short on your Halloween playlist for this weekend, it’s unsettling and intense enough to be a fit.

Oklou, Choke Enough (Deluxe)

Speaking of Grimes — rising French electro-pop singer-songwriter Oklou arrived with heavy Claire Boucher vibes earlier this year on shimmering debut album Choke Enough. If that 13-track set understandably left you craving more, the artist born Marylou Vanina Mayniel reissues the set this week with four bonus cuts, including the previously released fka Twigs collab “Viscus,” the gorgeous synth ballad “What’s Good,” and the uncharacteristically acoustic (but still satisfyingly warped) “The Fishsong Unplugged.”


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Samara Joy will be adding another checkmark to her growing list of milestones this weekend when she makes her debut on Austin City Limits. The 2025 NAACP Image Award winner and five-time Grammy-winning artist will take her bow on PBS stations nationwide tomorrow, Nov. 1 (7 p.m. CT/8 p.m. ET).

“Against all odds and all genres, Samara is that rare jazz singer who won a Grammy for best new artist,” ACL executive producer Terry Lickona tells Billboard. “Hers is a voice from the past, but also the future … a voice that comes along once in a lifetime.”

Backed by her touring band, Joy performs songs from her latest studio album Portrait as well as her breakthrough album Linger Awhile. The set list also includes a new arrangement of jazz legend Betty Carter’s “Beware My Heart.” Watch this exclusive preview of Joy’s riveting performance of the Portrait track “You Stepped Out of a Dream” below.

“Austin City Limits has an amazing history of celebrating artists who bring their whole hearts to the stage,” says Joy, “and I’m so thrilled to be joining that family. Making my debut with songs from Portrait and Linger Awhile is incredibly special to me — I can’t wait to share this moment with everyone watching.”

The 25-year-old Bronx native, who made her sold-out Carnegie Hall debut this year, is also in the midst of a national tour that will continue into 2026. Upcoming stops include Philadelphia (Nov. 11), Washington, D.C. (Nov. 12), Boston (Dec. 10) and Miami (Feb. 12).

Following the initial broadcast of Joy’s Austin City Limits debut (local listings here), the full episode will be available to stream online via the PBS website.

Some people dress up in elaborate costumes on Halloween, but this year Taylor Swift is stripping things all the way back. The pop juggernaut surprise released an unplugged version of her The Life of a Showgirl hit “The Fate of Ophelia” on Thursday night (Oct. 30). The acoustic guitar-forward “The Fate of Ophelia (Alone in My Tower Acoustic Version),” is led by Swift’s strumming and gauzy layers of her vocals in the take that strips aways the original’s bouncing dance pop beat and layers of keyboards, Omnichord, piano and pedal steel.

The song, co-written and produced by Swift with Max Martin and Shellback, was, of course, the singer’s 13th No. 1 single o the Billboard Hot 100 chart, where it spent three weeks at the pinnacle.

In addition to streaming, Swift has released the unplugged version as a CD single with a double-sided cover that features an instrumental version to go with the unplugged one. The CD single, which will ship on or around Nov. 14, will only be available until 4 p.m. ET on Friday (Oct. 31). The CD’s jewel case features a double-sided collectible cover with unique artwork from the set of the “Ophelia” video.

While Swift didn’t drop any singles before Showgirl‘s release on Oct. 3, she did release an elaborate music video, which premiered during her The Official Release Party of a Showgirl movie event that screened from Oct. 3-5.

The song got another boost this week when Swift’s fiancé, Kansas City Chiefs tight end Travis Kelce, appeared to replicate the “Fate of Ophelia” choreography in the end zone after he scored his 100th career touchdown and his 83rd regular-season TD, which tied him with the legendary Priest Holmes for the most in Chiefs history. Like Swift does in the video, Kelce closed his hands into fists and waved his arms up and down in celebration as the singer excitedly cheered him on from a luxury box in the upper level of the Chiefs’ Arrowhead Stadium.

Listen to “The Fate of Ophelia (Alone in My Tower Acoustic Version)” below.


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