Bandsintown, the top free concert discovery application on Facebook and smartphones, commissioned leading research firm, Insight Strategy Group, to study the behavior of concert goers nationwide and identify trends in their discovery of live music events. Taking into account both the social and musical aspects of attending a concert, the online survey splits fans into five distinct segments, revealing how bands, managers, record labels, and marketers can effectively target each one, improve the artist’s relationship with their fans and increase ticket sales and related revenue. Survey highlights include: • Music/Social Segmentation: Five segments of online live music fans (Super Fans, Plugged-Indies, Soloists, Dedicated Diehards, and Tag-Alongs) broken down by age, gender, household income, average number of shows per year, average spend per show, and more. • Push Still Popular: The most influential groups - Super Fans and Plugged-Indies - are the most engaged with social media and most likely to post about the shows they attend. However, even the most engaged fans prefer to receive “push” notifications such as Facebook posts and email alerts about upcoming shows rather than search out that information themselves on Google, artist or event websites. • Advance Planning: The most engaged fans usually buy tickets well in advance – 83 percent of Super Fans and 69 percent of Plugged-Indies – and generally within days of hearing about a concert. • “Specialization” vs. Convenience: These target segments are more likely to pay extra for offers that make them feel “special,” such as artist meet-and-greets and preferred seats, rather than offers that improve their convenience, such as skipping the line or complimentary food and beverages. “So much of fan behavior is anecdotal; we thought it was high time to examine real live music fans and get to the bottom of what drives their decisions around concerts,” said Julien Mitelberg, CEO of Bandsintown. “We were surprised to find that as engaged as these people are online, they now rely on ‘push’ communications to find out about new events. Clearly, musicians and promoters need to take an active role to ensure fans know about shows in advance as well as provide premium options that these fans will pay for – and Bandsintown is set up to support all these efforts.” About Bandsintown Bandsintown is a top-rated concert discovery application on Facebook, the App Store and Google Play for live music fans and artists. The application generates 1 billion impressions of concert promotions and sends over 1 million users to buy tickets for artists every month. For fans, Bandsintown provides a personalized way for music fans to track their favorite artists so they never miss a live concert and to discover new touring artists, based on their musical preferences and location. For artists, Bandsintown provides a best-in-class platform that allows artists to promote their l

1. August 2012
Anatomy of a
Live Music Fan
The Social Effect
August 2012 | 1

2. We Live For Live Music.
Bandsintown has changed the way shows are managed & promoted online:
• Bandsintown is now the No. 1 concert discovery app on Facebook and
smartphones using Facebook Connect.
• We power tour listings for over 100,000 artists, reaching 20 mm unique fans
on Facebook alone
• Half of Billboard Top 40 charting artists use our Artist Platform
• We send 2+ million fans to visit ticket sites every month
• Bandsintown is the No. 1 source of traffic to our artists’ Facebook pages
before Google Search*
• We syndicate future and past gigs as Facebook events so fans can RSVP from
anywhere online or via our mobile apps
*According to Facebook Insights for major Artist pages using Bandsintown, as of Q2 2012
August 2012 | 2

3. Overview: Survey Methodology
In the summer of 2012, Bandsintown commissioned Insight Strategy Group to conduct an online
survey of approximately 1,800 music enthusiasts ages 16-59 who are active Internet and
Facebook users – including Bandsintown users (the term music enthusiasts is defined as people
who have paid to see live music in the past year). Respondents were nationally representative in
terms of their demographic profiles and responses were weighted to ensure accurate segment
sizing.
The survey explored respondent’s musical engagement in depth, uncovering genre preferences,
music-related behaviors and purchasing habits. To understand how these elements intersect with
social media, it also examined their level of engagement with Facebook, mobile apps, and other
major social media portals. Insight then used statistical analysis to identify five unique segments
within this population, based on their underlying behaviors, attitudes and demographics observed.
Insight Strategy Group found that music enthusiasts tend to group around two main concepts:
how much music is a social experience, and their typical level of engagement with the music.
?
August 2012 | 3

4. The Live Music Experience: Social and Musical
Echoing what we heard from consumers in our qualitative research, there are two main
aspects to the concert experience:
Social experience Musical experience
enjoying the company listening, appreciating
of who you’re with the music
August 2012 | 4

5. The Following Five The most social and
most invested in music,
they attend the most
Segments Exist: shows and have
mainstream taste
Super
More Engaged Fans
with Music
Plugged-
Soloists Indies 20%
Soloists are knowledgeable
about indie music, but are
less social and hate the
15% Extremely invested and
crowds at shows – so they knowledgeable about music, but
26%
prefer not to see live music. also enjoy the social experience
– go to lots of shows, and have
very indie taste
Less Social More Social
Dedicated
Diehards 18%
Passionate about rock music
and stuck in a different time
period – these old school
Dedicated Diehards go to
fewer shows but are willing to
Super Fans
invest when they do. Tag-Alongs
% of
Plugged-Indies Gen Pop
Tag-Alongs aren’t invested in the
music, but they go to shows for
Tag-Alongs Less Engaged the social experience when others
22%
*Gen Pop respondents are
Soloists between the ages of 16-54 and with Music invite them. They are not
Dedicated Diehards
have seen at least one show in
the past year
motivated to go on their own.
August 2012 | 5

6. Quick Facts Cheat Sheet
Super Plugged Tag- Soloists Dedicated
Diehards
Fans -Indies Alongs
Age
32 34 34 38 38
Gender
44% 56% 56% 44% 33% 67% 59% 41% 39% 61%
Household Income
$$$$$$$ 73 K 69 K 80 K 76 K 79 K
Average # of shows
attended in the 16 13 6 8 8
past year
Average spent
on a ticket $85 $46 $69 $52 $69
% of General
Population 20% 15% 22% 26% 18%
August 2012 | 6

7. Super Fans: Hyper-Engaged Fans and Social Leaders
with Mainstream Taste
73% RELATIONSHIP TO MUSIC
are SUPER ENGAGED: HIP AND PLUGGED IN:
“extremely
passionate”
Live music is an important part of I always know what’s going
about music
(59% base)
my life. I am constantly looking on in popular culture, and I
for the best shows to go to. pride myself on being
plugged in.
DEMOGRAPHICS AVG # SHOWS IN
PAST YEAR:
AVG
SPEND/TICKET:
96% 79%
Younger, less likely to be
married, and skewed
16 $85
are “always
actively
seeking out
“always know what
artists are going to
be popular before
female new music” other people learn
(82% base) about them” (55%
Gender 91% agree “seeing live music is a priority– I’ll budget base)
the time and money to make it happen” (72% base)
44% 56%
Average age
TASTE: Mainstream Favorite Genres:
32 years old
Average income I want to see the
biggest pop and rock
* Rock & Pop
58%
73 K stars! “usually listen to the most
popular music and bands”
(37% base)
August 2012 | 7

8. Super Fans: Hyper-Engaged Fans and Social Leaders
with Mainstream Taste
20% SOCIAL IDENTITY SOCIAL LEADERS & TREND-SETTERS
SEG IN GEN POP I’m a social leader in my group of friends, and I love to party.
EQUALLY INTO THE SOCIAL Vs.
MUSIC EXPERIENCE have a “thriving agree “in my circle, I’m
85% social life” (68% 87% always the first to know
about the latest trends”
base)
(55% base)
=
VIP Status
I want to be treated like a VIP – 92%
are “willing to pay extra
and I’m willing to invest! for a better concert-going
experience” (79% base)
August 2012 | 8

9. Plugged-Indies: Dedicated Independent Music Fans
Who See Live Music to Express their Passion
**MOST
PASSIONATE 78% RELATIONSHIP TO MUSIC
ABOUT
MUSIC
are
KNOWLEDGEABLE, DEDICATED FANS: OPEN TO NEW EXPERIENCES
“extremely
passionate”
I eat, live and breathe music – I know a lot about
the artists I love. I go to shows very often and
I’m constantly looking for
about music even though my budget is a bit tight, I’m willing new experiences and
(59% base) to invest to see the music I love. exploring new music.
AVG # SHOWS IN AVG
DEMOGRAPHICS PAST YEAR: SPEND/TICKET:
87% “know a tremendous amount
of facts and tidbits about the music I
Younger, single and 13 $46 like” (71% base)
skewed male 99% are “always actively seeking
out new music” (82% base)
Gender 90% “There are concerts I’d give almost 95% “constantly seek out new
anything to see” (79% base) experiences” (86% base)
56% 44%
Average age
TASTE: Niche, Independent Favorite Genres:
34 years old
Average income My favorite music is different
and off the beaten path… I am
* Alternative/Indie
84%
much more into indie artists
69 K *LOWEST than the mainstream.
consider their tastes “more
offbeat/less popular than most
people’s” (69% base)
August 2012 | 9

10. Plugged-Indies: Dedicated Independent Music Fans
Who See Live Music to Express their Passion
15% SOCIAL IDENTITY I AM CREATIVE AND OPEN MINDED,
AND A PRETTY SOCIAL PERSON.
SEG IN GEN POP
I truly enjoy both listening to the music and having fun with
THEY GO TO CONCERTS MOSTLY
friends at concerts – but at the end of the day, I care the most
FOR THE MUSIC about hearing the music.
have a “thriving “go to concerts primarily
72% social life” (68% 91% to hear about the artist’s
musical expression”
base)
(82% base)
VIP Status
PREFER SMALL,
84% INTIMATE VENUES
are “willing to pay extra for a
better concert-going experience” 94% “prefer the intimacy and
(79% base) atmosphere of smaller live music venues”
(85% base)
August 2012 | 10

11. Tag-Alongs: Lukewarm Fans Who Just Go to Shows for
the Social Experience
59% RELATIONSHIP TO MUSIC
are just
“passionate” about NOT INVESTED IN LIVE MUSIC, AND HATE CROWDS:
music (32% base),
23% “appreciate Music is somewhat of a background element in my life – I’m not
music, but not
passionate about that into it, and I don’t know that much about it, and I avoid
it” (8% base)
crowds like the plague. I’m in my mid-30’s, married, and have
other commitments that are more important to me than music.
DEMOGRAPHICS
46% agree “live music concerts are OK, I can
AVG # SHOWS IN AVG take them or leave them” (16% base)
PAST YEAR: SPEND/TICKET:
Slightly older, married, Only 39% “know a tremendous amount of
and skewed female facts and tidbits about the music I like” (71%
6 $69 base)
Gender 47% say “the only thing stopping me from
seeing more live music is the hassle of crowds
and lines” (31% base)
33% 67%
Average age
TASTE: Mainstream Favorite Genres:
34 years old
Average income I only listen to Top 40 and
whatever is on the radio. I
Only 28%
* Top 40 & Pop
65%
don’t put a ton of effort into “always know what artists are “usually listen to
80 K discovering new music. going to be popular before
other people learn about them”
the most popular
music and bands”
(37% base)
(55% base)
August 2012 | 11

12. Tag-Alongs: Lukewarm Fans Who Just Go to Shows for
the Social Experience
22% SOCIAL IDENTITY SOCIAL, BUT NOT SOCIAL LEADERS
SEG IN GEN POP
I love going out with my friends, but I’m not the leader
MORE SOCIAL THAN when it comes to planning. I will come along for the ride,
MUSIC-ORIENTED just for the sake of socializing. I don’t like to stand out, I’m
the type of person who tries to blend in with the crowd.
75% 56%
agree “for me, going to “like to blend in and not
concerts is all about the stand out from the
social experience” (47% crowd” (45% base)
base)
71% 38%
WON’T INVEST IN VIP have a “thriving social say someone else
life” (68% base) usually doest the
work of discovering
Only 16% concerts (15% base)
have purchased VIP/special
access tickets (34% base)
August 2012 | 12

13. Soloists: Like Exploring Music at Home, But Not in Social
Situations at Live Shows
RELATIONSHIP TO MUSIC
49%
DEDICATED TO MUSIC THEY LOVE, OPEN TO EXPLORING NICHE
are BUT NOT TO SEEING IT LIVE MUSIC, BUT DON’T KEEP UP
“extremely Music is a private hobby for me. I love WITH CURRENT TRENDS
passionate”
about music listening to records, but I rarely go to
Although I know a lot about the music
(59% base) live shows. With all that’s going on in I love, and like to explore all kinds of
my life, I don’t have time. genres, I don’t keep up with everything
DEMOGRAPHICS that’s popular and current.
AVG # SHOWS IN AVG
PAST YEAR: SPEND/TICKET:
Older, more likely to be 45% 42%
“always know agree “The reason
married, and skewed
male
8 $52 what artists are
going to be
I don’t see more
shows is because I
popular before don’t have enough
Gender other people learn time.” (32% base)
25% agree “live music concerts are OK, I can take about them” (55%
them or leave them.” (16% base) base)
59% 41% )
Average age
TASTE: Niche Favorite Genres:
38 years old
Average income
I listen mostly to music I’ve discovered
that’s off the beaten path, and not what’s
* Alternative
20%
current. I call my taste “alternative”
76 K because it’s not what you’d find in
everyone’s record collection.
“usually listen to the most popular
music and bands” (37% base)
August 2012 | 13

14. Soloists: Like Exploring Music at Home, But Not in Social
Situations at Live Shows
26% SOCIAL IDENTITY LESS SOCIAL
SEG IN GEN POP I am truly a homebody. I prefer to stay home and do things that
enrich my mind, rather than go out. I feel settled in life and am
THEY GO TO CONCERTS
PRIMARILY FOR THE MUSICAL not seeking new experiences.
EXPERIENCE: When I do make an exception for a music show, I go just to
appreciate the music – it’s not much of a social event for me.
only 39% only 79% 78%
“love partying and “constantly seek “go to concerts primarily
going out” out new to hear about the artist’s
(63%base) experiences” (86% musical expression.”
base) (82% base)
VIP STATUS: Not looking for thrills
Only 51% 22%
“often treat myself to things I want but have purchased VIP/special
don’t need” (67% base) – Q7 top 2 access tickets (34% base)
August 2012 | 14

15. Dedicated Diehards: For Dedicated Diehards, Live
Music is All About their Favorite Rock Bands
54% RELATIONSHIP TO MUSIC
are COMMITTED TO ROCK, NOT CONCERNED WITH POP CULTURE:
“extremely I am a dedicated rock music fan, and have been for years. I love seeing my
passionate”
about music favorite rock bands live, but don’t get out to shows very often. When I do, it’s
(59% base) a big deal and a special occasion, and I’m willing to pay extra to get the best
experience. I also don’t like dealing with the crowds.
DEMOGRAPHICS
99% agree “Live music concerts are
AVG # SHOWS IN AVG experiences unlike any other” (93%
Older, more likely to be PAST YEAR: SPEND/TICKET: base)
married, and skewed 24% “always know what artists are
female
8 $69 going to be popular before other
people learn about them” (55% base)
Gender
49% agree “I hate being in a crowd”
(38% base)
39% 61%
TASTE: Rock Music Favorite Genres:
Average age
38 years old
Average income I’m satisfied with my 52%
* Rock
44%
favorite rock bands and agree “I consider my “prefer to see major
tastes more offbeat/less
don’t tend to explore other music acts and well-
$ 79 K kinds of music.
popular than most
people’s” (69% base)
known celebrities” (38%
base)
August 2012 | 15

16. Dedicated Diehards: For Dedicated Diehards, Live
Music is All About their Favorite Rock Bands
18% SOCIAL IDENTITY SOCIAL LEADERS & TREND-SETTERS
I am a pretty social person, but I don’t have time to do a lot of socializing
SEG IN GEN POP because of other commitments in my life. When I do go to concerts, I go for my
THEY GO TO CONCERTS FOR music, and for the sake of having a great social experience once in awhile.
BOTH THE SOCIAL & MUSICAL
EXPERIENCE:
Settled, not looking for new experiences Have close friends, but don’t
go out very often
40% agree “in my 76% “constantly 80% have a “really
circle, I’m always the seek out new close, tight-knit group of
first to know about the experiences” (86% friends” (82% base)
latest trends” (55% base)
base)
Willing to splurge on VIP tickets for
special occasions
88%
are “willing to pay extra for a
better concert-going experience”
(79% base)
37%
have purchased VIP/special
access tickets (34% base) *
More likely to attend
shows with their
spouse than friends
August 2012 | 16

17. Super Fans and Plugged-Indies Attend the Most
Shows
Per year on average, Super Fans attend
approximately 16 shows and Plugged-Indies
attend approximately 13.
16
13
Mean #
shows
6
attended
per year
8
8
Super Fans
Q3. Average number of paid shows (per year) Plugged-Indies
Tag-Alongs
Soloists
Dedicated Diehards
August 2012 | 17

18. Mainstream Taste Means Spending More on Individual
Tickets
Super Fans, Tag-Alongs, and Dedicated Diehards spend the most on tickets, likely because
the artists and venues they are going to are more well known, larger and more expensive.
Although Plugged-Indies spend less on individual tickets, likely seeing lesser known artists at
smaller venues, they compensate with more frequent and loyal attendance.
$85
$46
Mean $69
$52
Super Fans
$69
Plugged-Indies
Tag-Alongs
Q20. Average spend per ticket
Soloists
Dedicated Diehards
August 2012 | 18

19. The Two Segments Have Much in Common
Super Fans and Plugged-Indies are both:
• In their early 30’s
• More likely to be single
• Most engaged with and passionate about music
• Go to shows most frequently
• Willing to spend more on live shows
• Highly value the social dimension of the show, as
well as the musical
• Have similar behaviors when it comes to
discovering shows, purchasing tickets, and social
media (to be discussed in next section)
August 2012 | 19

20. Target Fans Discover Concerts Through “Push”
Sources More Than “Pull” – Especially FB and Email
Along with Facebook posts and artists’ updates, email blasts from events websites and
ticket providers inspire target fans to go to concerts most frequently.
Facebook - you saw someone post about an event 84%
77%
Email blasts from an events website or app… 83%
65%
PUSH Facebook - an artist updated their status 81%
73%
Email blasts from a ticket provider (e.g., Ticketmaster, Stubhub) 78%
56%
Facebook - I visited the artist's official Facebook page 74%
66%
Facebook - you saw an ad for an event 68%
59%
Ticket provider websites 68%
46%
Artists - official websites 67%
58%
Word of mouth - a friend told you about it 65%
63%
Radio 65%
44%
Email blasts from an editorial site (e.g., newspaper or magazine site … 60%
46%
Received an alert/notification on my mobile device 55%
31%
Music festival websites 53%
39%
Newspaper/magazine websites 51%
37%
PULL
Newspaper or magazines (print) 45%
32%
Blogs 38%
27%
Super Fans
Q8. About how often do you find out about shows from the following sources? AT LEAST A FEW TIMES A MONTH
Plugged-Indies
August 2012 | 20

21. Target Segments Plan Well in Advance for Concerts
and Buy Tickets Without Waiting Too Long
People don’t think about it for long– if they are going to buy a ticket to see a band
they love, they don’t want it to sell out.
The majority of target fans say:
83% •They buy tickets in advance, rather than at
Buy concert tickets in advance the door
69%
•They buy tickets within a few days of
hearing about the concerts
Pay a cover at the door
6% Q10. Please tell us how often you get
tickets in the following ways. •They rarely buy tickets close to the time of the
9% ALWAYS OR ALMOST ALWAYS show, but more often months in advance
24% Within the same 9%
No time at all, I always buy tickets
the minute I hear about the concert week as the show 14%
9%
Within a month of 32%
50%
Within a few days the show 43%
63%
Several months 24%
17%
Within a few weeks before the show 19%
23%
The minute they first 35%
9%
A month or more become available 23%
5%
Q9. How long do you typically think Q16. How far in advance do you
about/consider purchasing tickets before you typically buy tickets to a live show? Super Fans
actually get them? Plugged-Indies
August 2012 | 21

22. Super Fans and Plugged-Indies are Most Engaged
with Social Media
Super Fans and Plugged-Indies are most likely to use Facebook more
than once per day, and are also most likely to post about live shows
when they are going to see them.
88%
85%
Use Facebook 73%
74%
84%
47%
25%
Use Twitter 23%
20%
17%
89%
79%
Update my status on Facebook about the concert 78%
68%
76%
83%
73%
Post photos/videos of the concert afterwards 63%
48%
63%
67%
44%
Post photos/videos of the concert while I’ m there 43%
29%
39%
43%
Post a link to the artist’ s website or concert on 46%
21% Super Fans
Facebook 21%
31%
49% Plugged-Indies
25%
Tweet about it on Twitter 17% Tag-Alongs
16%
18%
Soloists
Dedicated Diehards
Q4. Please tell us how often do you do each of the following activities? ONCE A DAY OR MORE
August 2012 | 22

23. Super Fans and Plugged-Indies Attend with
Friends, While Other Segments Go With Their Spouses
For our most engaged segments, the social experience is paramount.
Super Fans and Plugged-
71% Indies attend concerts most
70%
With a group of friends 57% often with friends.
55%
54%
69%
82%
With a friend 63%
63%
59%
51%
49%
With my spouse or significant other 59% Dedicated Diehards, Tag-
60%
65% Alongs, and Soloists are
38% significantly more likely to
34%
With family 38% attend concerts with their
38%
35% spouse rather than friends.
29%
42%
By myself 15%
33%
29%
26% Plugged-Indies and
21% Super Fans
With a date 17% Soloists, our two indie-leaning
15% segments, are most likely to Plugged-Indies
12%
attend concerts by themselves – Tag-Alongs
Q12. Who, if anyone, do you usually go with to a live music show? and place the biggest emphasis Soloists
on enjoying the musical Dedicated Diehards
experience.
August 2012 | 23

24. Super Fans Go to the Larger Venues for Bigger
Acts, While Plugged-Indies Keep it Intimate
40%
Arena (5,000+ people)
18%
36%
Large venue (2,000-5,000 people)
18%
33%
Mediumsized venue (500-2,000 people)
34%
49%
Small venue (200-500 people)
54%
39%
Intimate venue (Under 200 people)
52%
31%
A music festival (outdoor or indoor)
21%
Q17. About how often do you go to shows at the following types of venues? OFTEN Super Fans
Plugged-Indies
August 2012 | 24

25. Super Fans and Plugged-Indies Seek Ways to Have the
Best Possible Social and Musical Experience
Fans plan to see concerts with both the social and musical experience in mind:
The musical experience: The social experience:
Fans most often seek out tickets They purchase tickets far in
for specific artists by finding out advance for shows because they
when the artists they love the most don’t want the tickets to sell
are playing. Rarely do they seek out, but also so that they can plan
out live music concerts without with friends for the big night
being driven by a specific artist
August 2012 | 25

26. To Enhance Their Experience, They Would Pay Extra
For Offerings That Make Them Feel “Special”
Nearly all of these offerings help improve both the musical and social experience
for fans, but “special” VIP privileges rise to the top as most important to them.
When asked to rank how important the following features were to them, our target segments
ranked the following order on average:
1. Meet & greet with the artists
More Offerings that make them feel
2. Special/preferred seats “special” make them feel more
“special” connected to the artist, and in
3. Backstage access turn, makes their social
4. Skipping the line experience feel more valuable.
5. Signed poster and/or other
memorabilia
6. Complimentary food and/or
Convenience offerings help
More beverages them enjoy the music without
convenient 7. Access to a special bar area disturbance and also make the
night go smoothly with friends.
8. Transportation to/from the
concert
Q31. Please rank the following special access features by how important they are to you.
August 2012 | 26

27. Bandsintown Specials: Direct-To-Fan for EVERY Brand
→ Based on these findings, Bandsintown has
launched Specials – making it easy for any
performer to add these kinds of offers to any
event.
→ EASY FOR FANS: Entire transaction takes
place right on the artist’s Tour Dates tab in 3
easy steps.
→ FLEXIBLE: Add offers for entire tour or just in
one market. Create tiered bundles for dedicated
fans, or test the waters with developing artists.
→ FUN: Create offers as unique as the artist.
Subscribe to our YouTube Channel and see our Specials how-to video
http://bit.ly/Specialsvideo
Sell Right Fulfill @
Create Add to
from Tour Venue or Get Paid!
Special Events
Dates Tab by Mail
August 2012 | 27

28. To learn more about Bandsintown, please connect with
us at the following:
Blog: blog.bandsintown.com
Facebook: facebook.com/Bandsintown
Twitter: @Bandsintown
YouTube: YouTube.com/Bandsintown
Download our FREE app now on
August 2012 | 28