Amid music festival saturation, AEG’s live events team quietly tests a new, data-driven way to personalize concerts
in 2017 as part of a push to better distinguish itself within global entertainment juggernaut AEG — puts on more than 10,000 shows and 30 festivals each year, and, like Live Nation and other large concert promoters in the oversaturated live events market these days, it has been facing a homogeneity problem. “Everyone can go take the same Instagram picture and get the same merch,” Brooke Michael Kain, AEG Presents’ chief digital officer and the leader of the Stagecoach initiative, tells.
How do you outdo yourself? How do we create an experience for consumers that makes them feel like we know what they want and are trying to cater to those wants? — Brooke Michael Kain, AEG Presents’ chief digital officer
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