Russell WallachPresident, Live Nation Networks

May 14, 2012

Bands and Brands: Building Content, Communities and Commerce Via Live Music

BRANDS AND MUSIC HAVE A LONG HISTORY TOGETHER

1971 2012200419951984

COKE “HILLTOP”

PEPSI “GENERATION”

MICROSOFT “START ME UP”

IPOD “VERTIGO”

REEBOK SPOTIFY

TWITTER TOP 10 (AS OF 5/8/12)

1. LADY GAGA

23,887,513

2. JUSTIN BIEBER

21,453,732

3. KATY PERRY

19,143,814

4. RIHANNA

18,472,472

5. BRITNEY SPEARS

16,389,812

6. SHAKIRA

15,885,336

7. BARACK OBAMA

15,048,999

8. KIM KARDASHIAN

14,586,089

9. TAYLOR SWIFT

13,703,896

10. YOUTUBE

12,157,335

FACEBOOK TOP 10 CELEBS (AS OF 2/29/12)

1. EMINEM

53,907,791

2. RIHANNA

52,395,077

3. LADY GAGA

48,618,273

4. SHAKIRA

47,329,385

5. MICHAEL JACKSON

46,073,440

6. JUSTIN BIEBER

40,829,451

7. CRISTIANO RONALDO

40,754,598

8. KATY PERRY

40,299,957

9. LINKIN PARK

39,699,514

10. BOB MARLEY

36,948,376

THE POWER OF MUSIC: IT’S WHAT PEOPLE ARE INTERESTED IN AND TALKING ABOUT

CONTENTCOMMUNITYCOMMERCE

WE THINK ABOUT MUSIC MARKETING OPPORTUNITIES IN THREE CATEGORIES

CONTENT STARTS WITH AUTHENTICITY

A TALE OF TWO CHRYSLER CAMPAIGNS

2003 2011

• Chrysler ended campaign after 1 year (3-year deal)• Ads sold Celine Dion more than the cars• Celine Dion’s core fan base was older than target• Sales below target for promoted vehicles

• Ad won an Emmy for best commercial in 2011• Chrysler 200 car was Google’s most-searched topic

hours after spot aired• Chrysler posted a profit in the following quarter

SUSTAINABLE TOURING: UPS AND PEARL JAM

http://www.youtube.com/watch?feature=player_detailpage&v=E8CARA2l0p8

COMMUNITY TRANSFORMS IMPRESSIONS INTO CONNECTIONS

DO YOU REMEMBER YOUR FIRST CONCERT?

THE LAST AD YOU (DIDN’T)

CLICK?

THAT’S THE DIFFERENCE BETWEEN A CONNECTION AND AN IMPRESSION

(SOURCE: LIVE NATION ENTERTAINMENT POST-SHOW SURVEY 2012) CONCERTS MUSIC LISTENING

ARE A MEMORABLE EXPERIENCE 97% 27%

ARE A UNIFYING AND SHARED EXPERIENCE 83% 40%

MAKE ME FEEL AN ACTIVE PART OF THE EXPERIENCE 82% 25%

A WAY TO SOCIALIZE WITH FRIENDS 75% 49%

CONCERTS INSPIRE CONNECTIONS

LIVE MUSIC BUILDS COMMUNITY BEFORE, DURING AND AFTER THE SHOW

BEFORE DURING AFTER

30%INFLUENCED TO

ATTEND CONCERT BY FACEBOOK POST

40%POST TO FACEBOOK DURING A CONCERT

59%UPLOAD CONCERT

PHOTOS OR VIDEOS ONLINE

SOURCE: LIVE NATION POST-SHOW SURVEY 2011 AND 2012

CITI LEVERAGED MUSIC AND COMMUNITY TO CONNECT WITH FANS

• BEFORE: Provided pre-sale access to tickets

• DURING: VIP experience at show for cardmembers

• AFTER: drove 120,000 likes with exclusive content from shows

COMMERCE MAKES LIVE MUSIC GOOD FOR YOUR BOTTOM LINE

THE LIVE MUSIC JOURNEY STARTS WITH A TRANSACTION

WHICH PROVIDES BRANDS WITH NUMEROUS TOUCHPOINTS TO DRIVE SALES

LIVE MUSIC DRIVES B2B COMMERCE AS WELL AS B2C

ONLINE BOOKING INTEGRATION

TOUR EQUIPMENT RENTALS

VENUE MAP POWERED BY NEVERLOST

LIVE MUSIC DRIVES LOYALTY

SPG MOMENTS: ARTIST EXPERIENCE AUCTIONS

ON TOUR WITH SPG: HEAR THE MUSIC, SEE THE WORLD SPG POINTS FOR TICKETS

CHECK-IN & EARN CONCERT CASH

CONTENT STARTS WITH AUTHENTICITY

COMMUNITY TRANSFORMS IMPRESSIONS INTO CONNECTIONS

COMMERCE MAKES LIVE MUSIC GOOD FOR YOUR BOTTOM LINE

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