The live music experience is proving to be an extremely sharable one, says Russell Wallach, President of Live Nation Network. By the numbers (the source of which Wallach didn’t make clear), 65%
of consumers share live music experiences via social networks; 56% upload related photos; and 31% write reviews of their overall experience. The next step, according to Wallach, is figuring out how to
bring brands into the picture in a way that feels organic and right. That’s how Tariq Hassan -- VP of Marketing of the Imaging & Printing Group at HP -- came into the picture. HP was looking
for “digital tribalists,” and Live Nation said they could deliver them. The result was an immersive concert promotion, which HP tried to approach "organically." Said Hassan: “We
viewed ourselves as integrating in a concert tour – not the other way around." Regarding the partnership, Wallach said: "The learning was the way you’re able to integrate a brand into in
show that’s truly organic."
