With its 30-show Dead Forever residency at Las Vegas’ Sphere, Dead & Company has written another entry in the Grateful Dead’s 60-year legacy of live music reinvention. Beginning in late May, the band – comprised of founding Grateful Dead members Bob Weir and Mickey Hart, alongside John Mayer, Oteil Burbridge, Jeff Chimenti and Jay Lane – has delivered a series of three-night runs, each without song repeats and featuring a rotating carousel of visuals ranging from diaristic photo collages to abstract technicolor animations. For Dead Forever , which wraps this weekend with three shows Aug.
8-10, the jam band turned to Treatment Studio, the agency that has handled creative for Dead & Company and Mayer solo tours alike. Co-founded by Willie Williams and Sam Pattinson in 2009, Treatment had another critical qualification: It also spearheaded U2:UV Achtung Baby Live , the 40-date residency that opened the venue last fall . “It is very sweet how so many of the principles of the U2 show have become kind of boilerplate for all shows in there, because that’s what works,” says Williams, who as U2’s creative director has been responsible for the band’s tours dating back to the ’80s, including its groundbreaking “Zoo TV” outing in the early ’90s.
(In fact, Treatment’s connection to Sphere predates even U2’s residency: When the venue was still just a concept, the agency created a promotional video about it to circulate among touring professionals, and Treatmen.