A major business innovation of the seventies was cross-marketing . In pursuit of greater financial rewards, record companies used tours to help promote record sales. The stadium or large-arena concert became commonplace. More ritual than musical event, these concerts usually confirmed what the audience already knew about the music of a particular act. As a rule there was little, if any, spontaneity in performance, as acts drew their set list from current or recent albums.
Often the performances were more about show than sound, although there were plenty of both. Flamboyance had been part of rock from the start, and by the early seventies, spectacle had become part of the business. Lights, fog, costumes, makeup, pyrotechnics, and the like, were now the norm at rock concerts. Such productions were almost a necessity because performers had to seem larger than life in such huge venues. At its most extreme, outrageous dress, makeup, and stage deportment replaced musical substance as the primary source of interest.
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