AI Is Making Live Music More Valuable
Authored by Russell Wallach, Global President of Live Nation Media & Sponsorship
AI can generate images, music, video and text in seconds. It is getting harder to know what was made by a person, what was generated and what actually happened.
At a concert, there is no question.
The artist is on stage. You are in the room. Thousands of other people are experiencing the same moment with you. You can record it and watch it later, but you cannot recreate what it felt like to be there.
This week is on track to be Live Nation’s busiest of the year, with millions of fans heading to shows around the world.
We commissioned The Return to Real to understand what people value as more of life happens through a screen. 93% of fans crave real experiences over digital ones. 80% would rather spend on experiences than things. 85% attend live music to feel part of something bigger.
66% are also engaging more with loyalty programs than they did a year ago. But 64% feel less loyal to brands, and 71% say loyalty programs feel the same.
More participation is not translating into more loyalty.
Spotify, Mastercard and Lowe’s are approaching loyalty in very different ways. For all three, live music gives customers a benefit they can actually experience.
Spotify Reserved uses listening signals to identify an artist’s most engaged fans and give them access to tickets before the general public.
“There’s just no replacement for the live music experience,” says Jon Ostrow, Spotify’s Head of Business Development, Live Music. “We’re starting to see how digital and live can go hand in hand, creating a better experience both offline and online.”
Mastercard gives cardholders access to presales, premium tickets, VIP experiences and curated music moments across 32 countries. The partnership has reached more than 5.5 million fans across more than 6,000 shows.
“As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty,” says Monica Biagiotti, Mastercard’s EVP of Global Consumer Marketing and Sponsorships.
Lowe’s has brought MyLowe’s Rewards benefits into Live Nation amphitheaters across the U.S., including discounted kids’ tickets, complimentary lawn chair rentals and ticket sweepstakes.
“Products may bring someone through the door, but experiences are often what make them want to come back,” says Amanda Bailey, Lowe’s VP of Customer Marketing and Loyalty.
