Live Nation relaunched its website in the US this week, with a reworked design, logo and gig search functionality, plus extra wombats (yeah, I’m adopting the word ‘wombats’ for ‘random techie shit’) like a user-led photo gallery of gig snaps and a channel of exclusive video content.
The aim isn’t so much to sell more tickets but to build a stronger relationship between the live music giant and music fans, and as such the revamp has been led by Eric Garland, the founder of consumer stats company Big Champagne, which Live Nation acquired. Garland leads Live Nation Labs and is now also GM of LiveNation.com.
He told Billboard: “It started in conversations between [Live Nation CEO Michael Rapino] and me about a more engaged fanbase and how to provide fans with a place to celebrate their passion for live music. The goal is now to get them to stay and come more often. My first concern is not whether they buy a ticket. It’s a huge win for us, with fans and for the business, if they really get in the habit of sharing their passion and experiences with our community”.