Why T-Mobile’s Partnership with AEG To Discount Concert Tickets May Very Well Be the Exact Brand Partnership Music Fans Were Waiting For

The live music industry is currently enjoying one of the most prosperous years in its history, so much so that companies like Live Nation saw a 29% growth in their Q2 concert revenue —equating to $4.6 billion in earnings. With a 25% increase in total Q2 attendance, it's clear that the most sought-after commodity among music enthusiasts remains the coveted concert ticket.

?However, acquiring these prized tickets has become a complex and costly affair (as many reading the news surrounding Taylor Swift’s Eras Tour see). The process of securing a primary market ticket is more convoluted than ever, and the average ticket price has skyrocketed to a point where the average concertgoer is now spending 40% more on tickets than they did in September 2022. Although nearly 87% of concert goers are willing to reduce other expenses to see their favorite acts, many fans still have to cherry pick which concerts to attend, as they can no longer afford to go to multiple shows. This is one of the reasons that even this past week, Google Trends data showed a 70% increase of people looking for “cheap concert tickets”.

?That is why we think T-Mobile’s partnership with AEG might be the live music brand partnership of the year as the telecommunications giant has just offered its 113 million customers a 25% discount on tickets and exclusive access to concert experiences at selected AEG US venues. The deal encompasses nearly 5,000 concerts across 48 venues throughout the year.

T-Mobile customers can also benefit from perks such as advance access to sought-after tickets and a $50 on-site credit with certain festival passes. This partnership could be exactly what music fans are looking for – giving many an opportunity to enjoy more live performances without having to shell out more money.

What's your take on this? Did T-Mobile just orchestrate the best brand partnership of the year by reducing ticket prices? We'd love to hear your thoughts. Hit us up at [email protected] if you want to chat further and let us know what topics you want us to investigate next!

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Until Next Week,

Clayton Durant , Gabriella Raful , Lauren Sanchez

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Fast Facts: Data That Inspires??

• Meta's Reels, a competitor to TikTok, is showing impressive growth, with 200 billion daily views across Facebook and Instagram. Meta's CEO, Mark Zuckerberg, projects Reels to earn $10 billion in yearly revenue. While TikTok remains a strong competitor with $9.9 billion in ad revenue in 2022 and a projected $13.2 billion for this year, Reels is catching up and surpassing other platforms like YouTube Shorts, which had 50 billion daily views earlier this year.
• Meta CEO Mark Zuckerberg has revealed that its new social media platform, Threads, has seen a drop in user numbers by over half, despite initially gaining more than 100 million users within five days of its launch. The company plans to improve retention by introducing new features and "retention-driving hooks", while also focusing on the development of the augmented reality (AR) and virtual reality (VR) technology for the Metaverse.
• Stemming from a joint analysis by Chartmetric and Beats + Bytes , it was found that Wingstop’s partnership with rapper Latto which centered around a celebrity meal called "Latto's Lemon Herb Remix", improved Latto’s Chartmetric Score (a ranking of artist popularity), by +127% from 72,896 to 165,566 within two week timespan. Additionaly, it was found that online searches for "Latto meal" and "Wingstop Latto meal" increased by +2,900% and +2,350% respectively during that same time period.

Fast Facts: Platforms & Technologies??

• Amazon Music has launched an integrated merchandise feature for almost 600,000 artists in collaboration with global concert-discovery platform Bandsintown. The integration allows Bandsintown registered artists to promote their merchandise and music to followers and fans of similar artists via in-app notifications, email, and social media. The merchandise, which includes everything from apparel to physical music, is sourced from the Amazon Music Artist Merch Shop, a hub developed and curated by the Amazon Music team to connect fans with authentic merchandise from their favorite artists.
• TikTok is celebrating pop music in August with a campaign called #PopMusic . They are encouraging artists and creators to participate by using the hashtag in their posts. The initiative includes playlisting and banners on the Sounds page, a feature on the weekly music hub, a dedicated #PopMusic hub, and support on the @MusicOnTikTok channels. Users can share their favorite pop musicians, cover popular songs, define what pop music means to them, and create a list of potential future pop stars.
• X, previously known as Twitter, has launched a new feature for its premium X Blue subscribers allowing them to hide their blue checkmarks, symbols that they pay for. The feature, which may limit access to some other Blue perks, has been introduced following controversy around the change in meaning of the checkmarks, from a verification tool to an indicator of a paid membership, and has led to accusations of misinformation spread by checkmarked accounts due to prioritized rankings.
• Instagram is working on integrating generative AI elements into its platform, with tools such as generative AI sticker creation and visual editing currently being tested. These tools allow users to create custom graphics based on text prompts, remove, or replace elements in uploaded images, and even ask questions to an AI chatbot within DM threads. Additionally, an AI-powered tool is being developed to summarize users' messages and a labeling system is being considered to identify AI-generated content for transparency.
• YouTube is testing a new AI feature that generates video summaries for search and watch pages, aiming to help users decide which video to watch next. Although the summaries will be available only on a limited number of English language videos and are not intended to replace descriptions made by creators, their accuracy and potential impact on the platform's algorithm have sparked interest.
• YouTube Shorts has announced six upcoming features aimed at better competing with TikTok, including the introduction of vertical video livestreaming and the "Collab" remix option that allows creators to easily collaborate on videos. Other features include new effects and stickers, tools to aid content creation, the ability to save Shorts to playlists, and new editing tools for recomposing longform YouTube content into Shorts.
• Google is enhancing its AI-powered Search Generative Experiment (SGE) by incorporating related images and videos into search results and displaying the publishing dates for suggested links. These features, announced in addition to recent performance improvements, can be accessed by users who sign up to test them through Google's Search Labs, and are available on the Google app on iOS and Android, and Chrome on desktop.
• Google Bard, the tech giant's AI platform, now allows users to upload images along with their prompt text, enhancing the platform's creative capabilities and efficiency. The new multimodal approach allows Bard to interpret and analyze image details, potentially revolutionizing the way the model consumes data and providing more nuanced information for decision-making and insights, while also giving Google an edge in the AI space over competitors like OpenAI.
• Discord has announced a new feature that allows users to stream Xbox games directly from the console to the chat app, which is currently available via the Xbox Insider beta program. Premium Discord users with Nitro subscription can stream in 1080p with higher frame rates, and it is also possible to stream to a smaller group via a DM call or group DM, further enhancing the integration of Discord with Xbox.

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Fast Facts: Brand Campaigns to Know

• The General Sound Studio, a unique mobile recording studio inside a custom-built vehicle, is collaborating with Epic Records to support up-and-coming musicians. The state-of-the-art studio offers select artists the opportunity to professionally record original songs, with guidance from Epic Records and exposure through social media platforms. This initiative is part of The General's commitment to supporting rising artists, and it complements their new brand campaign called "The Break," emphasizing empathy and understanding for their customers' needs.
• Call of Duty: Modern Warfare 2's Season 5 update, celebrating 50 years of Hip-Hop music, will feature popular rappers Snoop Dogg and Nicki Minaj as playable operators in the game and Warzone 2.0. The update also includes three new multiplayer maps, 'War Track' packs with hip-hop music, and a third operator, 21 Savage. The collaboration introduces unique looks and weapon designs for each artist. Call of Duty is known for its diverse crossovers, and Season 5 will bring new game modes and vehicles to Warzone 2.0.
• Monster Energy Up & Up, the largest college music tour, has announced Dr. Fresch as the headliner for Fall 2023. Over 100 college student ambassador teams across the US will compete to get their school selected as one of five stops on the tour. The winning schools will co-produce the festival with Up & Up producers and gain valuable industry experience. The unique ticketing model ensures artists play at schools where they are most desired, providing an epic show for students without high ticket prices. The tour also includes Club 100, a virtual event with surprise performances, guest speakers, and educational opportunities.
• Billie Eilish's headlining set at Lollapalooza in Chicago on August 3 will feature a partially solar-powered stage, thanks to a partnership with environmental non-profit Reverb and Overdrive Energy Solutions . This initiative is part of the Music Decarbonization Project, a campaign launched and funded by Eilish to combat climate change in the music industry. The goal is to demonstrate clean energy solutions and reduce the carbon emissions of live music events, encouraging a shift away from fossil fuels. This move is seen as a significant step towards a decarbonized future for the music industry.
• Ahead of the fourth annual Head In The Clouds Festival, 88rising and Honda have unveiled their collaborative merchandise collection, "88 Type R," a nod to Honda's popular Civic model. The collection will be available from August 5, the festival's opening day, both at the festival grounds and on the 88rising online store, 88nightmarket.
• To mark the 50th anniversary of Hip Hop, Pepsi has announced a partnership with The Notorious B.I.G. Estate for an international campaign that will honor the legacy of the iconic rapper and the enduring cultural impact of Hip Hop. This collaboration includes bringing Biggie’s music to life through disruptive virtual and physical experiences, street art in major cities, and limited edition Pepsi cans. Pepsi has previously worked with the estate, unearthing a vintage freestyle recorded by Biggie in which he declared his affinity for the soft-drink brand.
• BMW has teamed up with the world's largest EDM festival, Tomorrowland, to launch 'Future Record', an interactive AI-powered experience that allows music fans globally to produce a unique music track. The system, created by Media.Monks and using ChatGPT, allows users to input their preferences in vibe, BPM, dedications, and keywords for generating one-of-a-kind lyrics, which the AI combines with music and artwork to create a personalized track. The AI tool further enables smart sharing, allowing users to disseminate their creations to their music communities, and can also be used post-festival to create highlight videos set to these custom soundtracks.
• Allied Van Lines , one of the world's biggest moving companies, is celebrating its 95th anniversary by creating Spotify playlists inspired by significant life events and related moves. Launching with their primary playlist, "Allied’s Music to Move By", the account will host seven curated playlists, with additional ones to be added throughout the year, each playlist being a modern take on their 1960 limited-release vinyl record "Music to Move Families By".

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Fast Facts: Music News to Know

• The Pinkfong Company, known for creating "Baby Shark," has achieved a significant milestone by surpassing 1 billion cumulative streams on Spotify . This makes Pinkfong the first and only Korean children's brand to achieve this feat. "Baby Shark" is their most streamed song with 580 million streams as of July 2023. The Pinkfong Company has expanded its brand beyond music, including TV animated series, a movie with Nickelodeon Animation, global merchandise, live tours, interactive games, and more. Sony Music Entertainment UK's Relentless Records and The Orchard are their global music partners. The Pinkfong Company aims to continue delivering content that resonates with people of all ages worldwide.
• AI music startup AudioShake is enabling content localization and dubbing for music videos through its on-demand platform and API . By using AI music-separation technology, the platform allows musicians, audio engineers, producers, and other content creators to apply their audio content in various ways, including dubbing, karaoke, remixes, and more. This approach aims to make quality dubbing and content localization accessible and interactive for creators at all levels, providing a cost-effective alternative to professional dubbing services. AudioShake's CEO, Jessica Powell, emphasizes the importance of audio accessibility and interactive capabilities in the media and entertainment industry.
• Taylor Swift's success as a pop superstar with four albums in the Top 10 of the US album charts simultaneously reflects her enormous talent. However, Swift's ubiquity in the music industry also highlights the homogenization of pop music. Research shows that modern pop songs have become more similar, with a focus on repetitive hits rather than nurturing originality. The data-driven music industry is contributing to this trend, leading to a narrowing of musical diversity and less space for innovation.
• Variety has released an article exploring the strong relationship between hip-hop and business during its 50-year evolution. While artists are often in the spotlight, the genre owes its success to dedicated individuals behind the scenes . Variety has compiled a list acknowledging those who have significantly contributed to the industry's growth, including artists who founded labels and savvy entrepreneurs like Jay-Z and Dr. Dre. Compiled by a group of industry experts, the list recognizes that it may not be perfect but aims to honor those who have shaped hip-hop's culture and business.

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Fast Facts: New Music to Listen To ?

• Utopia – Travis Scott: Travis Scott's highly-anticipated fourth studio album, "Utopia," is being compared to Kanye West's "Yeezus" due to its experimental electronic sounds and club music influences. The album features collaborations with stars like Beyoncé, Drake, The Weeknd, and more, as well as up-and-coming artists who shine on the tracks. Travis takes a more active role in production on this album, and the inclusion of rising rap talent adds to its appeal . Notably, Drake's verse on the track "Meltdown" reignites his beef with Pusha T, and Travis may have taken a shot at someone in his personal life on the same track. Overall, "Utopia" showcases Travis Scott's evolution as an artist and his ability to curate diverse and compelling music.
• East Side Girl – Vic Mensa & Ty Dolla $ign: Vic Mensa, the multi-platinum rapper/producer, has released "Eastside Girl," a house-influenced anthem featuring Ty Dolla $ign. The collaboration came about when Vic visited Ty's studio. The single comes with a playful and humorous music video, directed by Danielle Alston and creatively directed by Vic , portraying him as a pool hustler trying to woo girls. The cover art features model Adesuwa, and the single follows the earlier release of "Swish," a collaboration with Chance The Rapper and G-Eazy.

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