Ageing musicians still touring, and ageing fans still wanting to go to their concerts, might prefer an afternoon start time rather than waiting until 9pm or later for the main event. It's not just Festivals that should schedule afternoon concerts - maybe every band should do so.
The theme of this week's "jump into the future" is that we should be open to questioning what is considered "normal" in our industries, especially when doing so could open us up to new opportunities, markets and customers. What's "normal" in your industry? And what experiments could you try to see how you could change that?