What Justin Timberlake got wrong about touring in 2025

The National

2 days ago

Justin Timberlake 's Forget Tomorrow World Tour ends today in Istanbul but, judging by the backlash, it couldn't have come to a close soon enough.
What was billed as an anticipated comeback instead exposed how six years away from the road seems to have left the Cry Me a River singer out of touch with what's expected from a modern touring artist. The old assumptions – that sheer star power, a dependable setlist of hits and audiences primed to lap up whatever's presented on stage would suffice- are gone.
For Timberlake, the fall was more than cancelled shows or the occasional bum note. It was about violating what has become an unspoken yet cardinal rule of live music: concerts are no longer solo performances but communal experiences, and it's the crowd that determines if a show succeeds.
The Istanbul outing comes on the back of a growing catalogue of widely shared social media clips, from Dublin, Bucharest and London, showing disgruntled fans accusing Timberlake of delivering half-hearted performances.
In one viral video that has received more than 460,000 likes, a Romanian fan lamented that she paid 'a lot of money' to see him, only to feel 'disrespected' by a show where he appeared to skulk around the stage in a low-brimmed hat, barely engaging with the crowd.
While Timberlake isn't the first artist accused of phoning it in, the emotional, almost visceral response reveals a new faultline in the touring industry.
In a concert economy where fans are spending hundreds, sometimes thousands of dollars for tickets, merchandise and premium meet-and-greet packages, the expectation is no longer just a solid setlist. It's that the artist will show up emotionally and meet the crowd in that shared space. Timberlake didn't just deliver a lacklustre show. He did something worse: he disengaged.
A glance at today's most successful tours reveals artists who understand that concerts are no longer just musical events, but shared platforms.
Taylor Swift's record-breaking Eras Tour, now officially the biggest and most commercially successful concert tour of all time with over $2 billion in revenue, is a case in point.
More than a three-and-a-half-hour showcase of Swift's catalogue, each show was a colourful world-building exercise. Fans arrived in co-ordinated outfits, exchanged official friendship bracelets and chanted lyrics at predesignated cues. The ecstatic crowd left not as audience members, but as active participants.
That same mastery of crowd choreography was on full display during Coldplay's four sold-out shows at Abu Dhabi's Zayed Sports City Stadium. As The National 's review noted of a detail as simple but powerful as the LED wristbands: 'The Xylobands, shifting from cherry red to soft tea green, created a cascading effect as the crowd waved their arms, making it seem as though singer Chris Martin was strolling through a dark, enchanted forest.'
The change in expectations also requires, at times, a counterintuitive approach from artists. Where before the ultimate aim was to deliver the best vocal performance, now making the occasional slip-up is not meant to be hidden, but to be part of the show.
Singer Olivia Rodrigo, whose songs are defined by their adolescent vulnerability, leans into that communal intimacy. Her vocal stumbles, also relentlessly documented by fans online during her well-received tour, become shared moments of recognition by fans who praise her in these videos for being real. 'You feel like she's your friend, not a pop star,' one fan posted recently under a social media video of Rodrigo's Glastonbury festival performance in June.
And when Oasis reunited this July after 16 years, the press and the crowd didn't care about how polished they sounded or even so much the fact that Noel and Liam Gallagher were back on stage again, but about how their presence and songs made the stadium feel.
This shift in audience expectation is partly driven by economics. The fact is, we are paying more than ever for concert tickets. In North America, ticket prices soared by more than 41 per cent since 2019, according to trade publication Pollstar. While there is no regional data, The National 's coverage of UAE concerts dating back to 2013 showed a general admission to see Black Sabbath at Etihad Park starting from Dh295, while tickets to see British singer David Gray at Dubai's Coca-Cola Arena in October and Rod Stewart at Abu Dhabi's Etihad Arena are both Dh395.
And yet, people are still buying while jettisoning the now outdated idea of 'fear of missing out' for 'you had to be there'. It is about the event being larger than the music itself, a catalyst for community, making friends, expressing yourself with handmade memorabilia, and sharing a memory that is resonant because it felt real and made for the occasion. That is the emotional return on investment fans are seeking. And that is what Timberlake, by all visible accounts, failed to deliver.
His tour featured none of the crowd participation cues that audiences have come to view as signs of care. There was also reportedly no off-the-cuff banter, rather the shows were viewed as lacking authentic moments and spontaneity.
Perhaps this would have been OK if the music critic's pen still carried weight in shaping public perception, but that mantle has now moved to social media platforms. Fan reactions, often posted while the show is running, are now the ultimate definer of whether a performance is a hit or a dud.
If Rodrigo's voice cracks mid-set, it's viewed as a loving reminder of her authenticity. If Timberlake delivers a smooth yet emotionally detached version of Suit & Tie, it becomes an unflattering meme.
The new, unwritten contract understandably demands much from the artist – each show needs to feel like it was made for the moment while being cognisant that it could be recorded for posterity.
It's a new form of the purity test, where an artist must now be many things on stage: performer, therapist, community builder and content generator. They must be professional yet not too polished, emotionally present but always ready to strike the right pose for crowds looking for social media content.
It is no wonder Timberlake has reportedly been unhappy on the road. The game has changed, but he has yet to.