‘Live music creates meaning that virtual interactions cannot’

In an increasingly digital world, people are placing more importance on live music experiences, creating a new stream of brand loyalty benefits for affiliated sponsors, according to a new report from Live Nation for Brands.

Drawing on multiple fan surveys of thousands of people worldwide, findings from the entertainment giant’s latest global report, The Return to Real, underscore society’s swing toward in-person experiences, with 93% of fans saying they crave real experiences and 80% indicating a preference to spend on…

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