Keeping It Real: Understanding Live Event Behavior & Sponsorship Opportunities

It’s common knowledge that emerging technology has transformed almost every aspect of music—from the devices themselves to how fans connect with it. But as this transformation continues, a counter-intuitive trend has emerged: The live event, a decidedly traditional format, is re-gaining importance. For the music industry, the renewed focus on live events stems largely from the gap between digital consumption and revenue: U.S. consumers are increasingly turning to online streaming services and video platforms to listen.

Read more: http://www.nielsen.com/us/en/insights/news/2016/keeping-it-real-understanding-live-event-behavior-and-sponsorship-opportunities.html