Gather Round: The pros & cons of in-the-round production
IQ breaks down the ticket-maximising, complexity elevating intricacies behind the accelerating trend of 360° productions
Feature By Hanna Ellington | 30 July 2026
The touring industry was forever changed when U2 delivered their monumental 360° Tour (2009–2011), becoming the first band to scale an in-the-round stadium production worldwide – and selling 7m tickets along the way.
Since then, artists have increasingly turned to the production style, unlocking a variety of opportunities and challenges for all parties involved.
IQ breaks down the ticket-maximising, complexity elevating intricacies behind the accelerating trend of 360° productions.
The Pros
Ask anyone what the most valuable perk of creating an in-the-round show…
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