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Yellow Goes Green Josh Javor reveals the emotions of overseeing remarkable ticket sales on Coldplay’s 2022 stadium tour without mentor Steve Strange
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n mid-October, X-ray Touring-repped heavyweights Coldplay announced their first tour in four years in support of their new album Music of the Spheres. Having previously put touring plans on hold to investigate how to make their concerts more sustainable, Coldplay’s new announcement came hand-in-hand with a 12-point plan for cutting their carbon footprint. The eco-friendly 2022 tour is currently slated to visit 40 stadiums around the world and one festival, with more dates to be announced, meaning that it could end up being the highest grossing tour of the year. For X-ray Touring’s Josh Javor, who planned the tour alongside his late partner, Steve Strange, seeing the groundbreaking tour come to fruition is bittersweet. Here, Javor tells IQ’s Lisa Henderson about how the pair planned a tour of this nature; when he sees the industry recovering; and how he’d celebrate with Strange if he were here.
IQ: How would you describe the on-sale for the European leg of Coldplay’s Music of the Spheres – World Tour?
JJ: It was insane... we pretty much sold out. We sold more than a million tickets just in Europe and added extra dates in the UK, France, Germany, and Belgium. At the moment, we’re discussing adding more dates. The US also went on sale that day and Latin America had already gone on sale and sold out. You planned this tour with your late partner, X-ray Touring cofounder Steve Strange. On a personal level, what is this moment like for you?
This is one of the most bittersweet moments of my life. This tour is something Steve and I planned for a very long time and because he’s not here to revel in the success, it feels very bittersweet to me. Don’t get me wrong, I’m ecstatic at how well it’s done, but the fact that Steve, unfortunately, didn’t make it to see our plan come together and work so well, brings things down to earth. It’s not the same on my own. My constant thought has been, I wish Steve was here to see this. How do you think Steve would react to the success of Coldplay’s on-sale?
He would be on another planet. He was a member of the family when it came to this band and he would’ve been jumping
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for joy. We’ve all talked about it – management and ourselves – and about how amazing Steve would have thought this is. Normally, Steve and I would get to 12 o’clock on the day of an on-sale – after selling a million tickets – and we’d be on our second bottle of champagne. How did you approach ticket pricing post-pandemic?
Just being realistic. You just have to know what the market is and what people can afford. One way of doing that is to stay very grounded and down to earth. I think we’ve got ticket prices spot on. Tickets for this tour are slightly more expensive but not by much. Without the pandemic, we could have leant towards increasing them from what they are now, but you have to take everything into account. How are you feeling about the business in general next year, and has this on-sale given you extra confidence?
Yes and no. It’s very difficult to predict what will happen. I think it’d be stupid to give any assurances, but I still worry about the industry between now and next summer. We’ve got a lot of shit to go through and a lot of hoops to jump through to get to where we want to be, but the on-sale is very positive, definitely. I think the industry as a whole is very happy and proud that the public is still interested in going to concerts on a grand scale. I think, in this instance, when one of us succeeds, in a way, we all succeed because we’ve been up Shit Creek for so long. Do you think this eco-friendly tour will become a blueprint for other bands of the same calibre?
I hope so. It’s something that everyone should be striving for, and just as Coldplay have said, they might not get it right, but at least they’re trying. They’re not just talking about doing something, they’re leading by example. I think you do need bigger artists to show other people how it could be possible to change. It’s very difficult to do an eco-friendly tour when you’re at a smaller level than Coldplay. You have fewer decisions that you can make about how you tour when you’re a smaller artist. If you’re playing a club or a theatre, you don’t have the same choices as if you’re playing a stadium. It’s about the
