‘We’re doing ourselves a disservice not to be reaching . . . a broader, younger audience’: Live Nation

The Victorian government is seemingly oblivious to the potential of showcasing chart-topping “phenomenon” K-Pop in the state, a touring giant says.

Touring giant Live Nation says Victoria’s major events bosses must wake up to the cultural clout and economic power of K-Pop.

Live Nation Australasia boss Roger Field said his company tried to get Victoria’s creative industries and major events departments to support a show by chart-topping K-Pop band, Twice, for the statewide music program, Always Live.

But Mr Field said the pitch fell on deaf ears.

K-Pop band Twice. Picture: Instagram.

“K-Pop is a phenomenon, and a genre we’ve been a part of, and actively growing,” Mr Field said. “We’ve been making significant efforts, particularly with the Victorian Government, to talk about this genre and how significant it is. But it’s been a challenge getting engagement.”

Undeterred, Live Nation has booked a Marvel Stadium show for Twice, a 9-member girl band with 5.5 billion streams, on November 4.

K-Pop’s biggest superstars include Twice, Blackpink (10 billion streams), BTS (16 billion streams) and Stray Kids (5 billion streams). Live Nation toured Twice and Stray Kids earlier this year, and both acts sold out two shows at Rod Laver Arena.

Blackpink, which headlined the US festival Coachella, also sold out two nights at Melbourne Park.

Mr Field said Twice’s Marvel Stadium show, the only Australian concert they will perform, is a message for Victoria’s major events bosses.

K-Pop band NMIXX. Picture: Instagram.

The popularity of Twice is not being recognised by Victorian authorities. Picture: Instagram.

“The message is: Take some notice,” Mr Field said. “We call ourselves the major events capital of Australia, and we have a lot of significant events that fit a typecast. The message we’re sending is, ‘Hey we need to think more broadly here.’

“We need to change the mindset of what popular music is. Streaming and other things have broken down the physical barriers. We’re a too compartmentalised about what these events are, and who attends. We’re doing ourselves a disservice not to be reaching into them to get a broader, younger audience engaged.”

He added: “Unfortunately, it’s not part of Always Live, even though we thought it would fit perfectly. Twice is the first all female act, let alone the first K-Pop act to perform in a stadium in Australia. We’re very proud Live Nation and Marvel are bringing them to Australia, even if it hasn’t fitted into the cultural schedule.”

Twice tickets go on sale on Wednesday.