August 2012 | 1

August 2012Anatomy of a

Live Music FanThe Social Effect

August 2012 | 2

We Live For Live Music.

Bandsintown has changed the way shows are managed & promoted online:

• Bandsintown is now the No. 1 concert discovery app on Facebook and smartphones using Facebook Connect.

• We power tour listings for over 100,000 artists, reaching 20 mm unique fans on Facebook alone

• Half of Billboard Top 40 charting artists use our Artist Platform

• We send 2+ million fans to visit ticket sites every month

• Bandsintown is the No. 1 source of traffic to our artists’ Facebook pages before Google Search*

• We syndicate future and past gigs as Facebook events so fans can RSVP from anywhere online or via our mobile apps

*According to Facebook Insights for major Artist pages using Bandsintown, as of Q2 2012

August 2012 | 3

Overview: Survey MethodologyIn the summer of 2012, Bandsintown commissioned Insight Strategy Group to conduct an online survey of approximately 1,800 music enthusiasts ages 16-59 who are active Internet and Facebook users – including Bandsintown users (the term music enthusiasts is defined as people who have paid to see live music in the past year). Respondents were nationally representative in terms of their demographic profiles and responses were weighted to ensure accurate segment sizing.

The survey explored respondent’s musical engagement in depth, uncovering genre preferences, music-related behaviors and purchasing habits. To understand how these elements intersect with social media, it also examined their level of engagement with Facebook, mobile apps, and other major social media portals. Insight then used statistical analysis to identify five unique segments within this population, based on their underlying behaviors, attitudes and demographics observed.

Insight Strategy Group found that music enthusiasts tend to group around two main concepts: how much music is a social experience, and their typical level of engagement with the music.

?

August 2012 | 4

The Live Music Experience: Social and MusicalEchoing what we heard from consumers in our qualitative research, there are two main aspects to the concert experience:

Social experience enjoying the company of who you’re with

Musical experience listening, appreciating the music

August 2012 | 5

Dedicated Diehards

Passionate about rock music and stuck in a different time period – these old school Dedicated Diehards go to

fewer shows but are willing to invest when they do.

18%

Extremely invested and knowledgeable about music, but also enjoy the social experience – go to lots of shows, and have

very indie taste

Plugged-Indies

15%

The Following Five Segments Exist: Super

Fans

20%

The most social and most invested in music,

they attend the most shows and have mainstream taste

Tag-Alongs

22%

Tag-Alongs aren’t invested in the music, but they go to shows for

the social experience when others invite them. They are not

motivated to go on their own.

Soloists

Soloists are knowledgeable about indie music, but are less social and hate the

crowds at shows – so they prefer not to see live music. 26%

Super Fans

Plugged-Indies

Tag-Alongs

Soloists

Dedicated Diehards

% of Gen Pop

*Gen Pop respondents are between the ages of 16-54 and have seen at least one show in the past year

Less Engaged with Music

More Engaged with Music

More SocialLess Social

August 2012 | 6

Age 32 34 34 38 38

Gender

Household Income

Average # of shows attended in thepast year

Average spent on a ticket

% of General Population

Quick Facts Cheat Sheet

$$$$$$$

Plugged-Indies

Super Fans

Tag-Alongs

Soloists Dedicated Diehards

44% 56% 56% 44% 33% 67% 59% 41% 39% 61%

73 K 69 K 80 K 76 K 79 K

16 13 6 8 8

$85 $46 $69 $52 $69

20% 15% 22% 26% 18%

August 2012 | 7

73%

Super Fans: Hyper-Engaged Fans and Social Leaders with Mainstream Taste

91% agree “seeing live music is a priority– I’ll budget the time and money to make it happen” (72%

base)

96%are “always

actively seeking out new music” (82% base)

79% “always know what artists are going to be popular before other people learn about them” (55%

base)

RELATIONSHIP TO MUSIC

TASTE: Mainstream

DEMOGRAPHICS

are “extremely passionate” about music (59% base)

Younger, less likely to be married, and skewed female

Gender

44% 56%

Average age

32 years old

Average income

73 K

SUPER ENGAGED:Live music is an important part of my life. I am constantly looking for the best shows to go to.

HIP AND PLUGGED IN: I always know what’s going on in popular culture, and I pride myself on being plugged in.

58%“usually listen to the most popular music and bands”

(37% base)

I want to see the biggest pop and rock stars!

Favorite Genres:Rock & Pop*

AVG # SHOWS IN PAST YEAR:

16

AVG SPEND/TICKET:

$85

August 2012 | 8

Super Fans: Hyper-Engaged Fans and Social Leaders with Mainstream Taste

I’m a social leader in my group of friends, and I love to party.

85% have a “thriving social life” (68% base)

87% agree “in my circle, I’m always the first to know about the latest trends” (55% base)

I want to be treated like a VIP – and I’m willing to invest!

92% are “willing to pay extra

for a better concert-going experience” (79% base)

EQUALLY INTO THE SOCIAL Vs. MUSIC EXPERIENCE

20%

SEG IN GEN POP

VIP Status

SOCIAL IDENTITY SOCIAL LEADERS & TREND-SETTERS

=

August 2012 | 9

78%

Plugged-Indies: Dedicated Independent Music Fans Who See Live Music to Express their Passion

90% “There are concerts I’d give almost anything to see” (79% base)

RELATIONSHIP TO MUSIC

TASTE: Niche, Independent

DEMOGRAPHICS

are “extremely passionate” about music (59% base)

Younger, single and skewed male

Gender

56% 44%

Average age

34 years old

Average income

69 K

KNOWLEDGEABLE, DEDICATED FANS: I eat, live and breathe music – I know a lot about the artists I love. I go to shows very often and even though my budget is a bit tight, I’m willing to invest to see the music I love.

OPEN TO NEW EXPERIENCES

I’m constantly looking for new experiences and exploring new music.

84%consider their tastes “more

offbeat/less popular than most people’s” (69% base)

Favorite Genres:Alternative/Indie*

AVG # SHOWS IN PAST YEAR:

13

AVG SPEND/TICKET:

$4687% “know a tremendous amount of facts and tidbits about the music I like” (71% base)

99% are “always actively seeking out new music” (82% base)

95% “constantly seek out new experiences” (86% base)

*LOWEST

**MOST PASSIONATE

ABOUT MUSIC

My favorite music is different and off the beaten path… I am much more into indie artists than the mainstream.

August 2012 | 10

I truly enjoy both listening to the music and having fun with friends at concerts – but at the end of the day, I care the most about hearing the music.

72% have a “thriving social life” (68% base)

91% “go to concerts primarily to hear about the artist’s musical expression” (82% base)

84% are “willing to pay extra for a

better concert-going experience” (79% base)

THEY GO TO CONCERTS MOSTLY FOR THE MUSIC

15%

SEG IN GEN POP

VIP Status

SOCIAL IDENTITY I AM CREATIVE AND OPEN MINDED, AND A PRETTY SOCIAL PERSON.

Plugged-Indies: Dedicated Independent Music Fans Who See Live Music to Express their Passion

PREFER SMALL, INTIMATE VENUES94% “prefer the intimacy and atmosphere of smaller live music venues” (85% base)

August 2012 | 11

59%

Tag-Alongs: Lukewarm Fans Who Just Go to Shows for the Social Experience

RELATIONSHIP TO MUSIC

TASTE: Mainstream

DEMOGRAPHICS

Slightly older, married, and skewed female

Gender

33% 67%

Average age

34 years old

Average income

80 K

NOT INVESTED IN LIVE MUSIC, AND HATE CROWDS:Music is somewhat of a background element in my life – I’m not that into it, and I don’t know that much about it, and I avoid crowds like the plague. I’m in my mid-30’s, married, and have other commitments that are more important to me than music.

I only listen to Top 40 and whatever is on the radio. I don’t put a ton of effort into discovering new music.

Favorite Genres:Top 40 & Pop*

AVG # SHOWS IN PAST YEAR:

6

AVG SPEND/TICKET:

$69

are just “passionate” about music (32% base), 23% “appreciate music, but not passionate about it” (8% base)

46% agree “live music concerts are OK, I can take them or leave them” (16% base)

Only 39% “know a tremendous amount of facts and tidbits about the music I like” (71% base)

47% say “the only thing stopping me from seeing more live music is the hassle of crowds and lines” (31% base)

65% “usually listen to the most popular music and bands”

(37% base)

Only 28% “always know what artists are

going to be popular before other people learn about them”

(55% base)

August 2012 | 12

I love going out with my friends, but I’m not the leader when it comes to planning. I will come along for the ride, just for the sake of socializing. I don’t like to stand out, I’m the type of person who tries to blend in with the crowd.

Only 16%have purchased VIP/special access tickets (34% base)

MORE SOCIAL THAN MUSIC-ORIENTED

22%

SEG IN GEN POP

WON’T INVEST IN VIP

SOCIAL IDENTITY SOCIAL, BUT NOT SOCIAL LEADERS

Tag-Alongs: Lukewarm Fans Who Just Go to Shows for the Social Experience

75% agree “for me, going to concerts is all about the social experience” (47%

base)

38% say someone else usually doest the

work of discovering concerts (15% base)

71% have a “thriving social life”

(68% base)

56% “like to blend in and not

stand out from the crowd” (45% base)

August 2012 | 13

49%

Soloists: Like Exploring Music at Home, But Not in Social Situations at Live Shows

25% agree “live music concerts are OK, I can take them or leave them.” (16% base)

)

45%“always know

what artists are going to be

popular before other people learn about them” (55%

base)

42% agree “The reason

I don’t see more shows is because I don’t have enough time.” (32% base)

RELATIONSHIP TO MUSIC

TASTE: Niche

DEMOGRAPHICS

are “extremely passionate” about music (59% base)

Older, more likely to be married, and skewed

male

Gender

59% 41%

Average age

38 years old

Average income

76 K

DEDICATED TO MUSIC THEY LOVE, BUT NOT TO SEEING IT LIVEMusic is a private hobby for me. I love listening to records, but I rarely go to live shows. With all that’s going on in my life, I don’t have time.

OPEN TO EXPLORING NICHE MUSIC, BUT DON’T KEEP UP WITH CURRENT TRENDS

Although I know a lot about the music I love, and like to explore all kinds of genres, I don’t keep up with everything that’s popular and current.

20%“usually listen to the most popular

music and bands” (37% base)

I listen mostly to music I’ve discovered that’s off the beaten path, and not what’s current. I call my taste “alternative” because it’s not what you’d find in everyone’s record collection.

Favorite Genres:Alternative*

AVG # SHOWS IN PAST YEAR:

8

AVG SPEND/TICKET:

$52

August 2012 | 14

I am truly a homebody. I prefer to stay home and do things that enrich my mind, rather than go out. I feel settled in life and am not seeking new experiences.When I do make an exception for a music show, I go just to appreciate the music – it’s not much of a social event for me.

THEY GO TO CONCERTS PRIMARILY FOR THE MUSICAL

EXPERIENCE:

26%

SEG IN GEN POP

VIP STATUS: Not looking for thrills

SOCIAL IDENTITY LESS SOCIAL

Soloists: Like Exploring Music at Home, But Not in Social Situations at Live Shows

78%“go to concerts primarily to hear about the artist’s

musical expression.” (82% base)

only 39% “love partying and

going out” (63%base)

only 79% “constantly seek

out new experiences” (86%

base)

Only 51%“often treat myself to things I want but

don’t need” (67% base) – Q7 top 2

22%have purchased VIP/special access tickets (34% base)

August 2012 | 15

54%

Dedicated Diehards: For Dedicated Diehards, Live Music is All About their Favorite Rock Bands

RELATIONSHIP TO MUSIC

TASTE: Rock Music

DEMOGRAPHICS

are “extremely passionate” about music (59% base)

Older, more likely to be married, and skewed

female

Gender

39% 61%

Average age

38 years old

Average income

$ 79 K

COMMITTED TO ROCK, NOT CONCERNED WITH POP CULTURE:I am a dedicated rock music fan, and have been for years. I love seeing my favorite rock bands live, but don’t get out to shows very often. When I do, it’s a big deal and a special occasion, and I’m willing to pay extra to get the best experience. I also don’t like dealing with the crowds.

Favorite Genres:Rock*

AVG # SHOWS IN PAST YEAR:

8

AVG SPEND/TICKET:

$69

99% agree “Live music concerts are experiences unlike any other” (93% base)

24% “always know what artists are going to be popular before other people learn about them” (55% base)

49% agree “I hate being in a crowd” (38% base)

44%“prefer to see major music acts and well-

known celebrities” (38% base)

52%agree “I consider my

tastes more offbeat/less popular than most

people’s” (69% base)

I’m satisfied with my favorite rock bands and don’t tend to explore other kinds of music.

August 2012 | 16

I am a pretty social person, but I don’t have time to do a lot of socializing because of other commitments in my life. When I do go to concerts, I go for my music, and for the sake of having a great social experience once in awhile. THEY GO TO CONCERTS FOR

BOTH THE SOCIAL & MUSICAL EXPERIENCE:

18%

SEG IN GEN POP

Willing to splurge on VIP tickets for special occasions

SOCIAL IDENTITY SOCIAL LEADERS & TREND-SETTERS

Dedicated Diehards: For Dedicated Diehards, Live Music is All About their Favorite Rock Bands

More likely to attend shows with their

spouse than friends

Have close friends, but don’t go out very often

Settled, not looking for new experiences

76% “constantly seek out new experiences” (86% base)

37%have purchased VIP/special access tickets (34% base)

88%are “willing to pay extra for a

better concert-going experience” (79% base)

*

80% have a “really close, tight-knit group of friends” (82% base)

40% agree “in my circle, I’m always the first to know about the latest trends” (55% base)

August 2012 | 17

Mean # shows at-tended per

year

16

13

6

8

8

Super Fans and Plugged-Indies Attend the Most Shows

Per year on average, Super Fans attend approximately 16 shows and Plugged-Indies attend approximately 13.

Q3. Average number of paid shows (per year)

Super Fans

Plugged-Indies

Tag-Alongs

Soloists

Dedicated Diehards

August 2012 | 18

Mainstream Taste Means Spending More on Individual Tickets

Super Fans, Tag-Alongs, and Dedicated Diehards spend the most on tickets, likely because the artists and venues they are going to are more well known, larger and more expensive.

Although Plugged-Indies spend less on individual tickets, likely seeing lesser known artists at smaller venues, they compensate with more frequent and loyal attendance.

Q20. Average spend per ticket

Mean

$85

$46

$69

$52

$69 Super Fans

Plugged-Indies

Tag-Alongs

Soloists

Dedicated Diehards

August 2012 | 19

The Two Segments Have Much in Common

• In their early 30’s

• More likely to be single

• Most engaged with and passionate about music

• Go to shows most frequently

• Willing to spend more on live shows

• Highly value the social dimension of the show, as well as the musical

• Have similar behaviors when it comes to discovering shows, purchasing tickets, and social media (to be discussed in next section)

Super Fans and Plugged-Indies are both:

August 2012 | 20

Facebook - you saw someone post about an event

Email blasts from an events website or app (e.g., Livenation.com, Bandsintown, Eventful.com)

Facebook - an artist updated their status

Email blasts from a ticket provider (e.g., Ticketmaster, Stubhub)

Facebook - I visited the artist's official Facebook page

Facebook - you saw an ad for an event

Ticket provider websites

Artists - official websites

Word of mouth - a friend told you about it

Radio

Email blasts from an editorial site (e.g., newspaper or magazine site online)

Received an alert/notification on my mobile device

Music festival websites

Newspaper/magazine websites

Newspaper or magazines (print)

Blogs

84%

83%

81%

78%

74%

68%

68%

67%

65%

65%

60%

55%

53%

51%

45%

38%

77%

65%

73%

56%

66%

59%

46%

58%

63%

44%

46%

31%

39%

37%

32%

27%

PUSH

PULL

Target Fans Discover Concerts Through “Push” Sources More Than “Pull” – Especially FB and EmailAlong with Facebook posts and artists’ updates, email blasts from events websites and ticket providers inspire target fans to go to concerts most frequently.

Q8. About how often do you find out about shows from the following sources? AT LEAST A FEW TIMES A MONTHSuper Fans

Plugged-Indies

August 2012 | 21

Buy concert tickets in advance

Pay a cover at the door

83%

6%

69%

9%

Target Segments Plan Well in Advance for Concerts and Buy Tickets Without Waiting Too Long

People don’t think about it for long– if they are going to buy a ticket to see a band they love, they don’t want it to sell out.

Q10. Please tell us how often you get tickets in the following ways. ALWAYS OR ALMOST ALWAYS

Q16. How far in advance do you typically buy tickets to a live show?

Q9. How long do you typically think about/consider purchasing tickets before you actually get them?

No time at all, I always buy tickets the minute I hear about the concert

Within a few days

Within a few weeks

A month or more

24%

50%

17%

9%

9%

63%

23%

5%

Within the same week as the show

Within a month of the show

Several months before the show

The minute they first become available

9%

32%

24%

35%

14%

43%

19%

23%

The majority of target fans say:• They buy tickets in advance, rather than

at the door

• They buy tickets within a few days of hearing about the concerts

• They rarely buy tickets close to the time of the show, but more often months in advance

Super Fans

Plugged-Indies

August 2012 | 22

Super Fans and Plugged-Indies are Most Engaged with Social Media

Super Fans and Plugged-Indies are most likely to use Facebook more than once per day, and are also most likely to post about live shows when they are going to see them.

Use Facebook

Use Twitter

88%

47%

85%

25%

73%

23%

74%

20%

84%

17%

Q4. Please tell us how often do you do each of the following activities? ONCE A DAY OR MORE

Super Fans

Plugged-Indies

Tag-Alongs

Soloists

Dedicated Diehards

Update my status on Facebook about the concert

Post photos/videos of the concert afterwards

Post photos/videos of the concert while Im there�

Post a link to the artists website or concert on �Facebook

Tweet about it on Twitter

89%

83%

67%

43%

49%

79%

73%

44%

46%

25%

78%

63%

43%

21%

17%

68%

48%

29%

21%

16%

76%

63%

39%

31%

18%

August 2012 | 23

Super Fans and Plugged-Indies Attend with Friends, While Other Segments Go With Their Spouses

Q12. Who, if anyone, do you usually go with to a live music show?

With a group of friends

With a friend

With my spouse or significant other

With family

By myself

With a date

71%

69%

51%

38%

29%

26%

70%

82%

49%

34%

42%

21%

57%

63%

59%

38%

15%

17%

55%

63%

60%

38%

33%

15%

54%

59%

65%

35%

29%

12%

Super Fans and Plugged-Indies attend concerts most often with friends.

Dedicated Diehards, Tag-Alongs, and Soloists are significantly more likely to attend concerts with their spouse rather than friends.

Plugged-Indies and Soloists, our two indie-leaning segments, are most likely to attend concerts by themselves – and place the biggest emphasis on enjoying the musical experience.

For our most engaged segments, the social experience is paramount.

Super Fans

Plugged-Indies

Tag-Alongs

Soloists

Dedicated Diehards

August 2012 | 24

Super Fans Go to the Larger Venues for Bigger Acts, While Plugged-Indies Keep it Intimate

Arena (5,000+ people)

Large venue (2,000-5,000 people)

Mediumsized venue (500-2,000 people)

Small venue (200-500 people)

Intimate venue (Under 200 people)

A music festival (outdoor or indoor)

40%

36%

33%

49%

39%

31%

18%

18%

34%

54%

52%

21%

Q17. About how often do you go to shows at the following types of venues? OFTEN Super Fans

Plugged-Indies

August 2012 | 25

Super Fans and Plugged-Indies Seek Ways to Have the Best Possible Social and Musical Experience

Fans plan to see concerts with both the social and musical experience in mind:

They purchase tickets far in advance for shows because they don’t want the tickets to sell out,

but also so that they can plan with friends for the big night

Fans most often seek out tickets for specific artists by finding out

when the artists they love the most are playing. Rarely do they seek out live music concerts without being driven by a specific artist

The musical experience: The social experience:

August 2012 | 26

To Enhance Their Experience, They Would Pay Extra For Offerings That Make Them Feel “Special”

Q31. Please rank the following special access features by how important they are to you.

When asked to rank how important the following features were to them, our target segments ranked the following order on average:

1. Meet & greet with the artists

2. Special/preferred seats

3. Backstage access

4. Skipping the line

5. Signed poster and/or other memorabilia

6. Complimentary food and/or beverages

7. Access to a special bar area

8. Transportation to/from the concert

Nearly all of these offerings help improve both the musical and social experience for fans, but “special” VIP privileges rise to the top as most important to them.

More “special”

More convenient

Offerings that make them feel “special” make them feel more connected to the artist, and in turn, makes their social experience feel more valuable.

Convenience offerings help them enjoy the music without disturbance and also make the night go smoothly with friends.

August 2012 | 27

Bandsintown Specials: Direct-To-Fan for EVERY Brand

→ Based on these findings, Bandsintown has launched Specials – making it easy for any performer to add these kinds of offers to any event.

→ EASY FOR FANS: Entire transaction takes place right on the artist’s Tour Dates tab in 3 easy steps.

→ FLEXIBLE: Add offers for entire tour or just in one market. Create tiered bundles for dedicated fans, or test the waters with developing artists.

→ FUN: Create offers as unique as the artist.

Create Special

Add to Events

Sell Right from Tour

Dates Tab

Fulfill @ Venue or by Mail

Get Paid!

Subscribe to our YouTube Channel and see our Specials how-to video

http://bit.ly/Specialsvideo

August 2012 | 28

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