Dive Brief:
- AEG Presents, the second-biggest concert promoter after Live Nation, named Fetch as its agency of record for all digital media, according to a press release made available to Mobile Marketer. AEG oversees 8,000 live music events worldwide including the Coachella Valley Music & Arts Festival in California and New Orleans Jazz & Heritage Festival.
- Fetch is a London-based unit of Dentsu Aegis Network that specializes in mobile advertising. The agency will handle paid search, paid social and programmatic display for AEG Presents-owned tours, festivals and venues in the U.S.
- AEG is based in Los Angeles, where Fetch opened its third U.S. office, led by Ruairi McGuckin, managing partner for the West Coast.
Dive Insight:
Mobile marketing is a natural fit for the live concert and festival business as smartphones become increasingly integrated with ticketing, payments and geo-positioned promotions. AEG, which owns the Staples Center in LA, and cross-town rival Live Nation have emerged as the two biggest U.S. concert promoters as the industry consolidates under corporate leadership, per the press release.
While the music industry grapples with declining sales and a shift to streaming media, the live concert business is still going strong. Gross receipts for the top 100 tours in North America grew 7% last year to a record $3.34 billion, as ticket sales grew 4% to 43.6 million, according to Pollstar.
Google also recognizes the opportunity in promoting live events, and last week updated its mobile app and website to show nearby sporting events, concerts, art exhibits, festivals, lectures and meetings. But Facebook is still the clear leader, with a public events feature that 100 million people globally use every day. That’s quite an audience for AEG to reach, even with its 75-venue portfolio and stock in more than 40 festivals, The New York Times cites.
