What Live Nation’s Acquisition Of BigChampagne Means To Future Of The Live Music Industry

COMMENTARY: In February 2006, shortly after Micahel Rapino took the helm of Live Nation, he shared his vision of what the company needed to do to grow the live music business. He spoke of an industry where the vast majority of tickets are sold online yet the majority of marketing is still done via traditional media; and consumers turned off by high ticketing fees, even higher ticket prices and a less than saticfacotry concert going experience.

With Live Nation’s Ticketmaster merger and uber-manager Irving Azoff firmly in Chairman’s seat, Rapino and company have set the stage for real change in the concert industry and beyond.

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