Billboard Touring Conference Session to Take on Music Streaming

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Music streaming and how the touring industry capitalize on one of those most impactful consumer shifts in music since the advent of the compact disc will be the topic of a session at the 12th annual Billboard Touring Conference, set for New York's Roosevelt Hotel Nov. 18-19.

As fans shift to streaming as their primary mode of music consumption, the panel will analyze how the live business can maximize the impact of this new age of content delivery. Titled "A River Runs Through It -- How Streaming Can Impact Touring," topics include music streaming's role in interactive ticketing, marketing, fan engagement, strategic delivery, potential partners, challenges, and opportunities in this ever-evolving landscape.

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The panel will be moderated by Gupta Media founder Gogi Gupta, and includes Jim Lucchese, CEO of the Echo Nest, now partnered with Spotify; Dan Kruchkow, CMO/head of digital strategy, Crush Music; Julia Hartz, co-Founder/president, Eventbrite; Ryan Okum, head of digital marketing, Live Nation; Lars Murray, senior VP, Music Makers Group, Pandora; and Randy Reed, manager, Red Light Management.

"Streaming is where music discovery and consumption will happen, and so the question becomes, 'how will that cross-affect touring?'," says Gupta. "I look forward to hearing how those on the streaming side can discuss how streaming drives fan passion, agents and managers validating what has worked, and the touring infrastructure talking about how they hope to better connect those two endpoints."

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