Julien Mitelberg, CEO, Bandsintown presenting a case study on how social and mobile integration and tour marketing significantly impact ticket sales. (Photo: Michael Seto)
The Billboard Touring Conference got underway today with a case study of live concert discovery app Bandsintown. Julien Mitelberg, the company's CEO (and co-founder and COO of Cellfish) moved quickly through a presentation of his company's bona fides, which included his assertion that Bandsintown is the "leading live music discovery application "on Facebook and smartphones." He also said half of Billboard's Top 40 charting artists use the platform and power the listings for over 100,000 artists, reaching "20 million unique fans on Facebook alone." He also said the app generated in aggregate over 1 billion impressions through Facebook, Twitter, and its mobile apps.
The primary concern for most promoters, managers, and artists in a data-saturated culture, Mitelberg said, is finding and retaining customers willing to spend money. "Your most dedicated customers need you to find them." Mitelberg explained how the results of their "Anatomy of a Music Fan: The Social Effect" survey (see below) of 1,800 music fans and active Facebook users between the ages of 16 and 59 ultimately helped do that. The survey broke down the respondents into five groups: "Super Fans," "Plugged-Indies," "Soloists," "Dedicated Diehards," and "Tag-Alongs." "Super Fans" and "Plugged-Indies" are the most active, leading, and monetized of the five groups and the principal focus of the company's engagement efforts. Bandintown's engagement efforts have, via the optimized posts the platform offers on Facebook, "increase engagement forty times over normal postings."
Bandintown's parent company Cellfish, which acquired Bandsintown in September 2011, believes it can bank on the continuing popularity of the Bandsintown platform and continue bolstering its principal revenue streams like advertising, mobile payments, ringtones, in-app billing and subscriptions, including data collection...as long as they continue to focus on what's most important: "That the fan is happy."