90% of Live Music Fans Say Brands Can Actually Enhance the Experience

While it may be harder than ever for brands to connect with consumers, live music events continue to be one of the best places to do so, according to a new global study from Live Nation. The study—which included a survey of 22,500 people ages 13 to 49 in 11 countries, 75 qualitative ethnographies and a biometric study—showed that 90 percent of live music fans believe brands have the power to elevate the concert or festival experience. Live Nation has seen double-digit growth in ticket sales in the past year, selling nearly 500 million tickets globally in 2017. Two-thirds of those surveyed said they had been to a live music event in the past year.

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