Why are sold-out popular music concerts still promoted?

What is it about?

Posters and magazines advertisements for rock concerts regularly list shows as 'sold-out.' It is a strategy that makes no sense on the surface. If a show is sold out, consumers cannot get tickets, so why should the show be advertised at all? This article is based on anonymous interviews with concert promoters and explains why sold-out shows are still advertised.

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Why is it important?

As profits from the recorded music industry have declined, the live music sector has become an increasing source of revenue for musicians. The article explores how success-based marketing has become part of a consumer training strategy that helps generate repeat custom by maintaining excitement around intermediate level acts.