Live concerts: a sure-fire recipe for success

Although the internet has made listening to music significantly easier and cheaper, live concerts are becoming increasingly important to consumers. Interestingly, there is a growing use of media at concerts. However, by attending concerts, music consumers are effectively choosing to forego the artist's media presence. Nevertheless, at the concert they encounter a multitude of media that contribute massively to the experience of the concert. For this reason, the question arises as to why people attend live concerts. To identify the motives, problem-centred interviews were conducted with concert-goers of popular music. The analysis showed that the reasons for attending a concert lie on several interconnected levels. All respondents consciously regard the live concert as the antithesis of a media broadcast, and this is what gives it its added value. Even though there are numerous media options available today for experiencing an artist, there is still no offering that combines the same characteristics as the live concert does.

Pages: 244, Paperback, Our Knowledge Publishing