Marketing 3.0: The new rules rule

CHAIR: JACKIE WILGAR, LIVE NATION (UK)

Between TikTok culture, chart irrelevance, changing music consumption habits, and the move away from traditional TV and radio formats, the rulebook on marketing live events hasn’t just been edited, it’s been pulped entirely. And with the data on streaming and views no longer reliable, how do promoters cut through the noise and ensure packed venues and fields? Influencers and social media metrics mean nothing with genuine fan engagement, so when it comes to marketing live events in the new post-pandemic, hyperspeed reality, what’s working, and how do we continue to sell tickets?