A music festival may last only a few days, but the brand potential of live music events begins long before the first band takes the stage and ends long after the last one has left. On average, Gen Z and millennial live music attendees purchase their tickets four to six months in advance, and 59% of them say the experience will be with them for a lifetime, according to new data from Live Nation’s Fan Journey Study. And this makes them prime targets for marketers.
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