Entertainment Promoter Luther Gales III Speaks Resurgence of Live Concerts

Kash Jones
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With most of the Nation in a post pandemic resurgence, many concert promoters feel optimistic that the live entertainment sector will return in full swing. The past two years have seen an 89% drop in revenue in live entertainment across the board. The impact to venue owners, promoters and performers has caused devastation that reaches far and beyond the realms of dollars and sense. 

For concert promoter Luther Gales III, he sees the return to normal as a sure sign of an economy making a comeback.  As with many promoters, Luther was at his height in the competitive field before the Covid-19 pandemic struck in January of 2020. Luther Gales III, began his career as a live concert promoter in 2014 at the age of 18. From a $220k life insurance inheritance, Luther began promoting and producing concerts which headlined popular artists such as the OMG Girlz, Diggy Simmons, Mindless Behavior, and Justine Skye. From 2014 to 2019, Luther continued to pave the way for major entertainers, attracting draws that accumulated for numerous sold-out tours. 

Over the years, Luther has invested in political tours that have included Bill and Hillary Clinton, as well as former First Lady, Michelle Obama. On the music industry side, Luther has invested in the careers of chart topping artists such as Swae Lee, Future, Ciara, Da Baby, ASAP Rocky, ASAP Ferg, Migos, Kendrick Lamar, B2K, and countless others. In addition to politicians and musicians, Luther also invested into the careers of major sport stars such as Sterling Sheppard, Jamal Adams, and Buster Skrine. 

As the fears of the pandemic grew in the U.S., Luther saw the writing on the wall and directed his attention to alternative ventures. In addition to concert promotions, Luther has built an impressive portfolio in real estate. To date, Luther’s real estate portfolio is appraised at an astounding $615 million. With sound investments, Luther was able to escape the downward spiral that so many in the entertainment sector fell victim to.  “I knew I had to be innovative in my approach to business’, Luther explains when asked how he survived one of the worst economic periods for entertainment.

With restrictions cleared, and concert goers purchasing tickets to their favorite attractions at an record setting pace, major tour promoters such as Luther Gales III is optimistic that the industry will make a rebound. The vision for a safer, more public friendly entertainment environment has propelled to the forefront of concert promoters priorities as fans fill seats and return to normal. Luther, whose first love is music and entertainment, is elated at the return and hopes to jump back where he left off, promoting and hosting some of the biggest names and tours for fans worldwide.

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