With more than 50,000 concerts and festivals last year, Live Nation events attracted over 150 million thirsty customers, and concert attendance continues to grow. Now, the company is investing in emerging CPG brands, providing key opportunities for visibility and awareness.
One such brand that has benefited from a partnership with Live Nation is JOLENE Coffee, the brainchild of Red Hot Chili Peppers’ lead singer Anthony Kiedis and his longtime friend, podcaster Shane Powers. The ready-to-drink canned coffee will debut this summer in more than 40 Live Nation arenas, where it will be available for purchase on its own or as part of a mixed drink.
At BevNET Live Summer 2025 last week, Kiedis and Powers spoke about their new venture alongside JOLENE managing director Jackie Atlas and Russell Wallach, president of Live Nation Entertainment’s Global Media & Sponsorship business.
“[Kiedies and Powers] built a product that speaks to music and culture. With everything we do, it has to make sense for our fans, and we knew they were looking for a cold coffee option,” said Wallach. “With each partnership (including Liquid Death and Owen’s Mixers), there was a need in our portfolio of beverages that we wanted to deliver to our fans and there was an opportunity with the right brand and founder.”
Watch the full panel discussion for more on how JOLENE was born, Kiedis’ view on leveraging his celebrity to grow brand awareness, and how Live Nation venues are being positioned as real-time incubators for its emerging beverage partners.