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.

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