Social media is driving ticket sales for concerts and festivals like never before, but live music is also proving beneficial for digital technology operators.
That’s the view put forward in an opinion piece by Ticket Liquidator, the ticket marketplace, on the Digital Music News website.
The Ticket Liquidator piece said that “popularity seems to correspond nearly perfectly with YouTube video viewership”. It gave hip hop duo Twenty One Pilots as an example of an act whose tickets sales rose dramatically over the past year as their YouTube video views reached a total of more than 329 million.
It also described a “continuous cycle” in which fans that discover new acts via platforms such as Spotify and Pandora can then purchase concert tickets, and share their experience through social media.
Furthermore, Ticket Liquidator found that companies that partner with live events benefit from the association. Citing Toyota’s sponsorship of Tumblr and Yahoo’s live-stream of the Stagecoach Music Festival, the article said that “studies show that Millennials have a positive opinion of advertisers who sponsor the live music events that they attend”.
“The continuous cycle is driven by technology and the social media connections it facilitates, giving corporate sponsors a strong outlet to connect with this young customer base,” said Ticket Liquidator.
“Millennials (and the purchasing power they possess) are proving to the music industry that implementing technological advancements is a great way to strengthen your brand and to provide concertgoers with an event they will want to experience again and again.”
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