Live Nation's move into ancillary businesses, such
as concert merchandise, were the underpinning of its $120 million deal with Madonna, which makes Live Nation the pop star's exclusive partner for merchandise, recorded music, touring and other
music-related businesses for 10 years. The company expects to strike similar deals with about three dozen other artists.
Rapino also wants to lessen the company's dependence on its 52 amphitheaters around the country, which are out of vogue with concertgoers and ultimately offer few ways of making money beyond parking and concessions revenue. In a related branding effort, the company is renaming many of its midsize clubs "Fillmore," after the historic venue it operates in San Francisco.