Yes, “Live Music 2.0” is a horrible phrase that’s best left well alone. But global agency GroupM’s entertainment and sports division’s new report about the interaction between brands and live music has more useful contributions too. 

It quantifies some of the digital activity around concerts, for example: its survey of concertgoers found 52% using their mobiles to look up information about gigs, although we’ll take the “50% said they would pay extra for an app which allows them to request a song for the band to play live” finding with a pinch of salt until someone actually tries to get people to part with their cash for this kind of thing. The research also suggests live music fans would pay more for exclusive downloads from shows that they attend – “I think there’s going to be a lot more done with recordings of live events,” UMG’s Rob Wells told GroupM – and also notes that among 18-24 year-olds surveyed, 48% “listen to music on YouTube daily, just shy of the 50% among the age group who listen to Internet radio and streaming services daily”.

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