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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