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The Year Ahead

The Future of Live Events Could Look Like Friends

Bonnaroo co-founder Jonathan Mayers says ongoing uncertainty is the only thing that’s certain when it comes to concerts and festivals.

Superfly’s Jonathan Mayers.

Superfly’s Jonathan Mayers.

Photographer: Bryan Derballa

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In early 2020, Jonathan Mayers and his three partners at concert promoter Superfly made a well-timed sale of their stake in Bonnaroo, the Tennessee music festival they’d founded in 2002. The proceeds helped the company to weather the worst year for live music since at least World War II, and also to invest in a new project: in-person experiences set in the worlds of popular movies and TV shows.