There's some big news this week as Groupon and Live Nation are launching a new online ticket deal as we head into another challenging concert season. We all know how fickle Americans have become when it comes to picking and choosing a diminishing number of concerts to see each year.
And as CD sales plummet, and aren’t replaced by enough mp3 sales, concert performance and merch sales become even more critical for artists and bands.
Historically, radio has always been synonymous with concerts. In every possible way, radio has always gotten behind the live performances of core format artists. In fact, what don’t stations do to support local concerts?
Preannouncement hype, presales, interviews, overplaying the band’s catalogue, ticket giveaways (often purchased by the station), on-site presence, website presence and concert calendars, more overplaying the band’s catalogue the day of the show, and even a “concert echo” on the way home.
It’s quite a list, and oftentimes, stations receive no advertising revenue for their efforts. It’s about showcasing the bands the audience loves, and supporting the station’s format brand equity.
What more does radio need to do to prove its value in the concert arena?
The digital world is comprised of synergies, partnerships, and affiliations. But too often, radio finds itself as the one player that never seems to get picked. It’s time to grab a bat, step up, get noticed, and make a difference.
This is where the industry’s trade associations need to represent the medium to other key players. We have a big radio convention coming up in September in a major market. Radio needs to look big in Chicago, bringing in some of the movers and shakers from other industries where partnerships and associations would be welcome and mutually beneficial.
When it comes to concert support, radio has a great resume: personalities that matter, production expertise, and street sales teams are all part of the asset package that radio provides year after year.
And yet, radio is often overlooked, taken for granted, or simply thought of as old school in a new media world.
Radio needs to be in this mix. We have long talked about an industry SWOT initiative. Let’s map out our strengths and opportunities. Let’s looks for ways to combine our inherent assets and our legacy brands to sound more contemporary, attract more digital dollars, and better connect with key media partners.
It’s time to truly act like the Concert Authority again.