Adobe and Live Nation Partner to Launch the Adobe Creative Tour

Adobe and Live Nation Partner to Launch the Adobe Creative Tour
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Today we’re incredibly excited to announce the launch of Adobe Creative Tour, an online hub where music fans and creators have the chance to be creative partners to musicians and chroniclers of unforgettable moments at iconic 2019 music festivals and Live Nation venues.

The Adobe Creative Tour is a partnership between Adobe and Live Nation designed to inspire creators and music fans to participate in digital creative challenges using Lightroom, Premiere Rush and Adobe Spark mobile apps. Adobe will also partner with artists (details coming soon) and with festivals in the Live Nation portfolio including, Lollapalooza, Sea.Hear.Now and Voodoo Music + Arts Experience to invite music fans to showcase their creativity – be it through editing photos or creating artwork and videos. Prizes for challenge participants include a VIP Flyaway Trip to a performance by one of the bands or to one of the festivals:

  • Lollapalooza in Chicago, IL August 1-4, 2019
  • Sea.Hear.Now. in Asbury Park, NJ September 21-22, 2019
  • Voodoo Music + Arts Experience in New Orleans, LA October 25-27, 2019

In addition to inspiring Adobe and Live Nation’s communities of fans, the partnership provides Adobe customers access to special ticket offers at select Live Nation festivals and venues across the country.

“We’re entering the age of creativity and are excited to partner with the world’s leading live entertainment brand, Live Nation, and amazing artists to empower and inspire music fans to up their creative game,” said Ann Lewnes, executive vice president and chief marketing officer, Adobe.

The Adobe Creative Tour continues Adobe’s 52 weeks of creativity – featuring weekly challenges and collaborations that inspire the creative community – including recent creative challenges with Billie Eilish and Zach Braff.

Young music fans are constantly capturing, creating and editing on the go, with 94% of Gen Z and Millennials admitting to posting content, photos or videos from or about the live event they attended. Lightroom, a cloud-based photography service for editing, organizing, storing and sharing photos; Adobe Spark, a collection of three apps empowering anyone with an idea to effortlessly create graphics, video stories and web pages in a matter of minutes; and Premiere Rush, an all-in-one, cross-device video editing app that makes creating and sharing online content easier than ever, are the perfect companion apps for fans looking to share their experiences.

“Live music fans are some of the world’s biggest influencers and are constantly looking for moments to drive culture,” said Maureen Ford, Live Nation’s President of National Sales. “The Adobe Creative Tour will help fans create and share unique, quality content to relive and inspire the magic of live music.”

The Adobe Creative Tour online hub will be the one-stop-shop for all participants to access benefits to live music events, sign-up for creative challenges (US only) and view inspirational work from other fans. To gain access to these benefits, participants will need to have a free Adobe ID.

The first creative challenge kicks off today in partnership with Lollapalooza and involves editing official Lollapalooza photos using the tools available in Lightroom mobile. Customers can check out this initial challenge on the Adobe Creative Tour site and share their unique photo editing spin using Lightroom by July 8th for a chance to win one of these prizes: a VIP Flyaway Trip to Lollapalooza, 12-month Creative Cloud All Apps subscriptions, and $20 Live Nation Concert Cash® to 100 runner-ups.

Additional challenges, including those with participating artists that will be unveiled shortly, will kick off soon and will run through the duration of the Summer and Fall.

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