I was recently reflecting on the comments of one music industry professional. The comment was that live music and recorded music changes in cycles, switching from good to bad or bad to good. I recently had a first hand experience as a concertgoer and did not reflect on the comment at the start of the first show. My two week hiatus started at the three day Newport Folk Fest, from there I went on to see Kiss and Def Leopard, and then another three day event, the Newport Jazz Fest. I learned many things from other concertgoers. For example, why does the value of a live show exceed that of recorded music? For many at each show the loyalty that attendees showed was unbelievable and unmasked. Others liked the adventure, the tradition, and unpredictable out comes that live shows tend to have. This alone brings tremendous value to these live shows, never mind the corporate sponsors and venders who giveaway freebees to concertgoers. The freebees could be sunglasses, key chains, music downloads, fans, chapstick, magazines, and even CDs. A great example would be, Tretorn, a shoe company at the Newport Folk Festival that gave away miniature tambourines. It was a great way to promote their company, while staying with the folk fest theme.
I myself understand why consumers prefer going to live shows instead of buying recorded music. The excitement surrounding live shows start at the beginning with the marketing of the show. Each show seems to be treated differently and industry professionals use different techniques and tools for different concerts, unlike recorded music that uses the same cookie cutter approach to selling music. These techniques are ineffective, less then exciting, and always give the consumers the same thing over and over. There is no surprise or special bonus. Major Labels need to step up their game. The majority of independent labels keep consumers interested and engaged while waiting for more new material. Their creative approach has no boundaries. Live music professionals know how to market and promote effectively and efficiently. These professionals utilize sponsors and second/third party organizations to help aid them to success. It’s no wonder why live music is thriving and recorded music is dying.