Jun 15, 2021

How to use livestream data to amplify your concerts and deepen fan relationships

Post by 
Jordan Ehrlich

This blog is part of a larger collection of educational content about hybrid concerts. Click here to check out Mandolin Live+.

The ache to get back into venues and leave our screens behind is real. But while we can’t wait for things to “return to normal”, the last year forced the industry to adapt and adopt new tactics worth carrying into the future. More specifically, by adding technology and digital experiences to the mix, we’ve discovered a new well of data now available to improve our artist & concert strategies while getting closer to fans than ever before.

As hybrid events begin to take shape, a crucial benefit of adding a virtual layer lies in the data that’s now available to artists, venues, festivals and promoters alike. Simply put, digital interactions with fans open up incredible new opportunities to understand their likes, dislikes, and behavior through data—previously inaccessible with in-person concerts and traditional ticketing systems alone. 

Due to its digital nature, when artists, venues, and promoters leverage livestream and digital add-ons, understanding and appealing to fan preferences is easier than ever. But what does any of this really mean? And how will both the live music industry and brands alike benefit from this newly accessible data?

What data’s available now?

At Mandolin, part of our mission is to empower artists to get closer to their fans. Historically, there have been many third-party applications that hold an artist’s fan data—it’s been hard to get and complicated to analyze. With livestream and digital experiences from Mandolin, no longer are artists, venues, and promoters far from the fans they’d like to build relationships with. In one place, you can get to know your fans—and use the insights to deliver better marketing and make smarter touring decisions. With Fan Insights & Analytics, you gain access to: show highlights determined by fan reactions, robust reporting on fan behavior such as real-time purchase trends; affiliate performance data; show attendance & engagement data.

At its highest level, this allows you to quickly analyze data anytime and anywhere, view all your shows’ performance in one place, and utilize fan data across shows to build more complete fan profiles. 

What can I do with livestream data?

That all sounds great! But let’s make this information actionable, and go a step further to discuss what exactly you can do with it.

How artists, venues, festivals, and promoters can use livestream data

Give fans what they want.

Use purchase and platform behavior to decide which merch, VIP experiences, songs and features you should include in your next concert or festival.

Improve future ticket sales with purchase data.

By tying time of purchase to your marketing calendar, you can now understand which efforts influenced fans to buy tickets. Identify the tactics that generated peaks in ticket sales and double down on your successes to increase attendance at your next show.

Engage fans who need an extra nudge.

With the incorporation of livestream ticketing, you now can see which fans have already claimed their tickets by attending the show and which haven’t. Use this information to trigger show reminders to ensure all fans seize the opportunity to connect with their favorite artists.

Optimize affiliate partnerships and expand your reach.

With Mandolin, ticket sales by affiliate are tracked and reported upon neatly in one place—letting you keep track of your highest (and lowest) performing partners. Knowing this, you can identify similar affiliates from Mandolin’s network to increase ticket sales with each show.

Grow your marketing database.

Export buyer information to build an audience for your ad campaigns. Target fans with opportunities to purchase future livestreams or nudge them from watching a livestream to attend an in-person show. Foster deeper fan relationships by inviting previous buyers to subscribe to your newsletters through targeted advertising.

Strengthen and build your loyalty club.

Utilize sales-by-fan to reward specific buyers for their loyalty. Reward your fan club with special discounts, promotions, or merch to increase fan connection.

Identify the best livestream content for reuse.

Marry fan reactions to livestream content to determine memorable moments and engaging pieces of the show. Use these clips in social media campaigns or sell limited access to sought after live content when the show is over.

Attract the right brand sponsors.

Combine data across shows to build comprehensive pictures of your superfan and livestream fan. Leverage these profiles during sponsorship discussions to provide reach and persona information to brand partners.  

How brands can get in on the action

Mandolin data helps artists, venues, and concert promoters articulate the value of their audiences to brands before and after the show’s over. Having this data in hand allows brands to make more informed decisions about which shows and artists to partner with in order to effectively reach their ideal customer profile.

Before sponsorship decisions are made, brands can leverage platforms like Mandolin to evaluate the crowds prospective partners typically attract with information about their genre or purchase preferences, then select the artists, venues, and promoters that make the most sense to work with. And when the show’s over, you can download attendee data to foster these relationships with future marketing efforts. The consolidation of fan engagement into one digital platform also offers brands the ability to evaluate sponsorship ROI by tracking click-through rates and digital conversion metrics.

Get Started with Fan Insights & Analytics Today

The best part of all this? This data’s only the beginning! Mandolin continues to add new features and insights to help you grow your business. Reach out via the form below to reimagine your next concert or sponsorship with Mandolin. A member of our Industry Relations team will be more than happy to share best practices and build an experience that works for you.