Live music has often been a hit-or-miss business. Promoters don't know how many people will come to a show and how much they are willing to pay. Better use of databases would help predict who is willing to pay for what.
Concert Giant Sees Cutting Prices as Ticket to Success - Los Angeles Times "'Seventy percent of people didn't go to a concert last year, and even the average concert fan only attends about two shows a year,' [CEO of Live Nation Michael] Rapino said. 'We can grow this industry by lowering prices.'...
"Rapino wants greater control over the wealth of information Ticketmaster collects about fans' likes and dislikes. He envisions expanding innovative marketing programs that, for example, identify who might fork over $100 for a vintage T-shirt. Live Nation is already starting to mine its own database to create targeted ads for upcoming concerts, and potentially to sell products such as cellphone ring tones and DVDs. ...
"'When a fan buys a ticket, we learn an enormous amount about them: What bands they like, where they live, how much they are willing to spend," Rapino said. 'Someday, a fan will be sitting in a bar and his cellphone will text message "Sonic Youth are playing tonight. Do you want to go?" He'll buy his ticket over the phone and walk to the concert.'"
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