SUPPORTING good acts in trying to reach new audiences, and thinking of more ways to amplify the concertgoers’ experience, are the keys to tapping into the Philippines’ high potential for music tourism, said the executive of an international live entertainment giant.
Rhiza Pascua, managing director of Live Nation Philippines, spoke to BusinessWorld about the company’s three years of bringing live events into the country — as well as how it fares in the context of the two decades beforehand that she had worked in the concert scene.
“In 2024, there were 224 live events,” Ms. Pascua said in the Zoom interview. “The music sector had a GDP (gross domestic product) contribution of P18.1 billion in total, of which P2.5 billion came from Live Nation. That’s about 14%,” she explained.
Support authors and subscribe to content
This is premium stuff. Subscribe to read the entire article.
