Live Nation has announced a new multi-year partnership with cleaning company Clorox, which will make the latter the Official Cleaning & Disinfecting Products partner for over 90 Live Nation venues in the US. It’s clear that although shows are now getting back to full capacity, certain pandemic-era protocols and behaviors will be sticking around for the foreseeable future, one of which is increased sanitization and disinfection of shared spaces.
This change has been discussed by various industry veterans over the past few months, and by partnering with a household name like Clorox — whose products actually became difficult to get a hold of at the beginning of the pandemic — Live Nation is making a statement to its audience that cleaning and safety will continue to be taken seriously.
Although venues are always expected to be clean and sanitary, the pandemic took standards to a whole new level, and a partnership on this scale would have seemed rather strange before 2020, similar to Cvent’s recent partnership with Uber. Live Nation has also received GBAC STAR™ Facility Accreditation for its cleaning and disinfection protocols.
“Fans and artists can’t wait to reunite for amazing live music, and by partnering with Clorox we are able to maintain cleaner and safer spaces to provide everyone with more peace of mind as we return to the concert experience we all know and love,” said Sherri Sosa, President of Venue Nation, in a statement.
As Live Nation venues reopen across the country, they will be integrating various Clorox products to more quickly and easily sanitize different types of surfaces. The partnership will also include the addition of sanitization stations throughout the venues, which will provide free single-use hand sanitizers and wipes to fans.
While this initiative will help promote better health and safety practices, an unfortunate side effect of the pandemic has been the increase in single-use items, which Live Nation has simultaneously been aiming to combat, such as through its recent partnership with canned water company Liquid Death. However, increased sanitization options are necessary for people to gather safely, and will offer at least some reassurance to fans eager to return to live experiences.