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Join Us June 24 for an Expert Chat on the First Socially Distanced Show

You’re invited to join us for an expert chat with Michael S. Brown, who organized “the first-ever socially distanced concert in America.” Hosted by Goldstar CEO Jim McCarthy, Michael will share his experience navigating city government, safety protocol, marketing and selling tickets for the first show since the COVID-19 pandemic began.   We’ll also reveal the most up-to-date Return Readiness Score and survey results of our ongoing research into just how thousands of Goldstar subscribers feel about returning to live...

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Marketing

Put a Handle On It

It’s important what you call something, especially when you want people to grasp what you’re selling. Let me illustrate. I was taking a bunch of clothes to the laundry a couple of weeks ago. Well, I was trying to. The clothes were in an unruly pile on the floor, after I’d pulled them out of my suitcase from the trip I’d been on. There were socks, T-shirts, boxers, jeans; they were all colors and sizes, and they all needed to...

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Marketing

Turn It Off If …

We talked recently about how you should be willing to turn off programs that don’t work. So let’s get more specific about ticket-selling programs and when you should turn them off. It’s actually quite simple. If they're not improving your Revenue Per Seat, turn them off. Not average ticket price sold. That’s a sucker’s metric. Revenue Per Seat. Count all the dollars you bring in and divide it by all the seats you could potentially sell. Let’s use a simple example. Say you...

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Marketing

Three Ways Newer Artists Are Selling Lots of Tickets

As an antidote to my recent complaints about the ancient nature of the concert touring business, this story suggests an alternative. The article mentions several acts, including Ed Sheeran, who "is part of a breed of newer and lesser known acts who are able to sell out top venues, even if they aren't pushing millions and millions of albums and singles like Eminem and Justin Timberlake, or dominating with chart-topping tracks and radio airplay like Katy Perry or Rihanna." These acts...

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Advertising

Even Virtual Stuff Needs a “Cover”

In a way, a live event is a virtual good. There’s a bit of irony in that, too, because we associate “virtual” with our new, modern world, whereas live events are as ancient a “product” as humankind produces. It’s not hard to picture a particularly rakish Neanderthal smartass standing on a rock telling jokes as his two burly buddies stand at the opening to the cave collecting payment in the form of berries or a mammoth steak. A live event is...

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