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US live industry launches Vax4Live campaign

The US live industry has launched a vaccination campaign called Vax4Live to support the country’s return to live events through COVID-19 inoculation.

The national campaign has been announced by the National Independent Talent Organisation (NITO), in collaboration with AEG Presents and other industry partners, to encourage music and other live event fans to learn about vaccines so that the US can safely return to live events.

The campaign is also supported by Bandit Lites, Fox Theatre Atlanta (GA), Hardly Strictly Bluegrass, the International Association of Venue Managers (IAVM), the Independent Promoter Alliance (IPA), Red Light Management and Universal Attractions Agency.

Wayne Forte, NITO founder and president at Entourage Talent, said: “The initial phase of this campaign, coinciding with the website launch, will focus on getting the word out as far and wide as possible, while providing sources to help answer questions and concerns regarding the vaccines.

“Vax4Live provides a central source through which information can be gathered and we can engage additional partners & organizations to further amplify our efforts.”

Vax4Live has been launched with the goal of “spreading awareness, gathering support, acquiring partners and preparing calls to action and initiatives that will provide guidance, resources and factual information regarding vaccination efforts and how we can safely return to live events.”

The campaign points to the scrutiny that vaccination initiatives are facing from the public, stating that this hesitation along with “an abundance of misinformation and lack of vaccine availability” is stunting the US’ collective ability to move towards a safe return to concerts, festivals, sporting events and theatre productions.

Sheri Sternberg, technical director at Hardly Strictly Bluegrass, added: “Equitable vaccine access and distribution are the only path forward for live events. Hardly Strictly Bluegrass enthusiastically supports the efforts of Vax4Live and the mission to get music fans properly educated and vaccinated.”

As it stands in the US, some 231 million doses have been given so far with 29 per cent of the population being fully vaccinated.