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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.
“Our relationship with audiences of scale begins far before showtime and extends far beyond the encore, and the strength of our relationship with fans is proven through these survey results,” Russell Wallach, global president of media and sponsorship, Live Nation, said.