Post on 05-Dec-2014
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Russell WallachPresident, Live Nation Networks
May 14, 2012
Bands and Brands: Building Content, Communities and Commerce Via Live Music
BRANDS AND MUSIC HAVE A LONG HISTORY TOGETHER
1971 2012200419951984
COKE “HILLTOP”
PEPSI “GENERATION”
MICROSOFT “START ME UP”
IPOD “VERTIGO”
REEBOK SPOTIFY
TWITTER TOP 10 (AS OF 5/8/12)
1. LADY GAGA
23,887,513
2. JUSTIN BIEBER
21,453,732
3. KATY PERRY
19,143,814
4. RIHANNA
18,472,472
5. BRITNEY SPEARS
16,389,812
6. SHAKIRA
15,885,336
7. BARACK OBAMA
15,048,999
8. KIM KARDASHIAN
14,586,089
9. TAYLOR SWIFT
13,703,896
10. YOUTUBE
12,157,335
FACEBOOK TOP 10 CELEBS (AS OF 2/29/12)
1. EMINEM
53,907,791
2. RIHANNA
52,395,077
3. LADY GAGA
48,618,273
4. SHAKIRA
47,329,385
5. MICHAEL JACKSON
46,073,440
6. JUSTIN BIEBER
40,829,451
7. CRISTIANO RONALDO
40,754,598
8. KATY PERRY
40,299,957
9. LINKIN PARK
39,699,514
10. BOB MARLEY
36,948,376
THE POWER OF MUSIC: IT’S WHAT PEOPLE ARE INTERESTED IN AND TALKING ABOUT
CONTENTCOMMUNITYCOMMERCE
WE THINK ABOUT MUSIC MARKETING OPPORTUNITIES IN THREE CATEGORIES
CONTENT STARTS WITH AUTHENTICITY
A TALE OF TWO CHRYSLER CAMPAIGNS
2003 2011
• Chrysler ended campaign after 1 year (3-year deal)• Ads sold Celine Dion more than the cars• Celine Dion’s core fan base was older than target• Sales below target for promoted vehicles
• Ad won an Emmy for best commercial in 2011• Chrysler 200 car was Google’s most-searched topic
hours after spot aired• Chrysler posted a profit in the following quarter
SUSTAINABLE TOURING: UPS AND PEARL JAM
http://www.youtube.com/watch?feature=player_detailpage&v=E8CARA2l0p8
COMMUNITY TRANSFORMS IMPRESSIONS INTO CONNECTIONS
DO YOU REMEMBER YOUR FIRST CONCERT?
THE LAST AD YOU (DIDN’T)
CLICK?
THAT’S THE DIFFERENCE BETWEEN A CONNECTION AND AN IMPRESSION
(SOURCE: LIVE NATION ENTERTAINMENT POST-SHOW SURVEY 2012) CONCERTS MUSIC LISTENING
ARE A MEMORABLE EXPERIENCE 97% 27%
ARE A UNIFYING AND SHARED EXPERIENCE 83% 40%
MAKE ME FEEL AN ACTIVE PART OF THE EXPERIENCE 82% 25%
A WAY TO SOCIALIZE WITH FRIENDS 75% 49%
CONCERTS INSPIRE CONNECTIONS
LIVE MUSIC BUILDS COMMUNITY BEFORE, DURING AND AFTER THE SHOW
BEFORE DURING AFTER
30%INFLUENCED TO
ATTEND CONCERT BY FACEBOOK POST
40%POST TO FACEBOOK DURING A CONCERT
59%UPLOAD CONCERT
PHOTOS OR VIDEOS ONLINE
SOURCE: LIVE NATION POST-SHOW SURVEY 2011 AND 2012
CITI LEVERAGED MUSIC AND COMMUNITY TO CONNECT WITH FANS
• BEFORE: Provided pre-sale access to tickets
• DURING: VIP experience at show for cardmembers
• AFTER: drove 120,000 likes with exclusive content from shows
COMMERCE MAKES LIVE MUSIC GOOD FOR YOUR BOTTOM LINE
THE LIVE MUSIC JOURNEY STARTS WITH A TRANSACTION
WHICH PROVIDES BRANDS WITH NUMEROUS TOUCHPOINTS TO DRIVE SALES
LIVE MUSIC DRIVES B2B COMMERCE AS WELL AS B2C
ONLINE BOOKING INTEGRATION
TOUR EQUIPMENT RENTALS
VENUE MAP POWERED BY NEVERLOST
LIVE MUSIC DRIVES LOYALTY
SPG MOMENTS: ARTIST EXPERIENCE AUCTIONS
ON TOUR WITH SPG: HEAR THE MUSIC, SEE THE WORLD SPG POINTS FOR TICKETS
CHECK-IN & EARN CONCERT CASH
CONTENT STARTS WITH AUTHENTICITY
COMMUNITY TRANSFORMS IMPRESSIONS INTO CONNECTIONS
COMMERCE MAKES LIVE MUSIC GOOD FOR YOUR BOTTOM LINE
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