This package outlines music fan traits, buying patterns who they are, what they like, and how they consume.

1. BE A PART
OF LIVE MUSIC
Plug into the live music community
with organic engagements that build
and foster brand loyalty

2. ONLINE | MOBILE | CONTENT | IN
VENUE | ON SITE OOH | EXPERIENTIAL
W E ’ R E E V E R Y W H E R E T H A T M U S I C I S
CANADA ROCKS MEDIA is a multi-platform
live music media company that is part of
Canadian live music scene, group that is
traditionally hard to reach made up of
tastemaker's trendsetters & influencers.
We connect brads with fans at the right place
at the right time, engaging with them while
they’re actively engaged in live music
experiences.
We reach live music fans with multiple media
engagement platforms. A full 360-degree
approach that includes: Online mobile web &
app, digital in venue signage, on site /
experiential on the streets , in venues or at
festivals. We then send out what we did at
these events with sponsored content.
Our platforms allow marketers to organically
authentically infuse themselves into the live
music community and align with the intensity
of fan passion points and their shared values.

3. 360° Engagement
Canada Rocks Media is part of the Live Music Echo System
ONLINE Display Ads, Content, Show Listings, Tickets
MOBILE APP Personalized Discovery, Targeted Ads
IN VENUE OOH Digital Screen Advertising, Mobile Beacons
EVENT EXPERIENTIAL Mobile Media, Content Studio, Experiential
CONTENT Influencers, Live Interviews, Custom Events
M O B I L E
O U T O F
H O M E
O U T D O O R
E X P E R I E N T I A L
S P O N S O R E
D
C O N T E N T
O N L I N E M A G A Z I N E
S H O W L I S T I N G
S I T E
R E F E R E N C E

4. Live music drives culture and brings society together, which is why
live shows, festivals and concerts have never been more popular.
More than two-thirds of 13- to 49-year-olds are attending live
music events , a trend that is reflected in the overall music industry
with live music outpacing the growth of digital and recorded
music.
This unstoppable shift in culture inspired Canada Rocks Media..
A powerful insight into our culture today is it’s easier than ever to
connect TO people but harder than ever to connect WITH people.
The more fans, venue owners and bands we speak with, the truer
this statement becomes. Canada Rocks Media, along with
key brand partners, can solve this challenge.
There’s an adage in marketing: the right person, in the right
moment, with the right message. This idea hasn’t changed its
been disrupted. Generations age up, demographics and
preferences blur, and media consumption patterns evolve
& Change. These new challenges require brands to adapt and meet
the needs of a dynamic and demanding society. We see this
fragmentation as a new opportunity, not an obstacle.
The question is, how can brands be authentic and build
relationships, effectively and at scale? Live Music
Environments and the audiences are only one part of the media
equation. The other part is ripe for brands to help solve. Canada
Rocks Media platforms offer so many ways to be an integral part of
the live music experience, drive purposeful value, and
build meaningful relationships. We challenge brands to consider
the value of our audience, share in fans’ emotions, and become
strategic investors in culture.
Ground-breaking and expansive study’s cover the power of live
music through, qualitative and quantitative methods buy industry
leaders like Nielson, Billboard & Live Nation. We’re excited to
share why the emotions of live music experiences are so unique
and important – to fans and to brands. We hope this
inspires you to connect with audiences we
now know to be the most receptive and
influential In Canada
—when & where they are truly listening.
WHY LIVE MUSIC?

5. Live music comprises 57% of
Canadians’ total annual music
spend
N i e l s o n , 2 0 1 8
As cultural catalysts, tastemakers, and trendsetters, live
mus ic fans are the most receptive of audiences. They are
more likely to be highly-connected as micro-influencers,
more likely to be highly influential among their peers, and
are considered uber-consumers.
WHY LIVE MUSIC?
58% say they use social
media during a live event
N i e l s o n , 2 0 1 8
More than two-thirds of 18-49
year-olds are attending live music
events
L i v e N a t i o n , 2 0 1 8
333% more likely to be highly-
connected as micro-influencers
53% more likely to make
large purchases than non-live
music goers
53% more likely to use the
brand in future when exposed
in live music environments
L i v e N a t i o n , 2 0 1 8

6. Old Model vs New Model
of Music Consumption

7. 42%
L I V E M U S I C F A N S
Plugged-in Millennial & Xennial Gen Cs | Brand Loyal Consumers | Thriving
Social Lives | Scenesters and Tastemakers | Social Influencers
33% 25%
LIVE MUSIC
FAN SNAPSHOT
W H O A R E T H E P E O P L E W E A R E R E A C H I N G ?
1 8 - 3 4 3 5 - 4 4 4 5 - 5 4
A G E O F T H E F A N S
Live music fans range in all ages between 18-54.
51%
G E N D E R O F T H E F A N S
A V E R A G E H O U S E H O L D I N C O M E
49%
M A L E F E M A L E
$71,000.

8. 93% LIKE BRANDSTHAT
SPONSOR LIVEEVENTS
8 IN 10 MILLENNIALS WHO FEEL
THE MOST EFFECTIVE WAY TO
CONNECT WITHTHEM IS
THROUGH LIVEMUSIC
Millennials

9. Millennials

10. At the very least, people have more potential to attend concerts in their
older years. The survey found 44 percent of boomers (ages 51 to 70) that
attend live events said they attend more events now than 10 years ago. In
addition, more than half of boomers (54 percent) reported having more
time for live experiences now that their children are older.
In terms of the overall population, 35 percent of people have attended a
concert in the past 12 months, up from 33 percent last year, while the
percentage of those who attended a festival, 23 percent, saw the greatest
year over year growth, up from 18 percent. And while the average number of
teens attending a live music event dropped from 44 percent to 40 percent,
millennials (66 percent, from 60 percent) and Hispanics (69 percent, from 62
percent), both increased.
Social media was listed as the top source of discovery of new music, with 53
percent of live music attendees saying they found music on those platforms.
Friends and relatives (37 percent), radio (32 percent) and artist’s official web
sites (27 percent) came in behind. And social media is a huge platform on-
site, too: 56 percent of attendees will engage on social media at a show --
including 74 percent of millennials -- with 33 percent sharing photos and 25
percent posting videos.
Live music attendees are also spending money on plenty beyond the $247 on
tickets alone once they’re in the door: 23 percent purchase artist
merchandise on-site, for example, while 19 percent buy new music or visit an
artist’s web site. As Yazge put it, "They bought their tickets, they’re in the
door, a lot of them are going to the merch stand. not necessarily buying music."
On Boomers
Overview of Live Music

11. Nielsen Music 360 Canada
CSWA. In a typical year, about how much money do you spend on the following
entertainment activities?
Base: Total: 2016 (2552), 2015 (2518), Teens (Age 13-17): 2016 (415), 2015 (391) &
Millennials (Age 18-34): 2016 (1151), 2015 (1028)
How we Spend on Music

12. 2011 2015 2020
20
$
REVENUE
(BILLION
S)
30
$28,242
$24,334
$22,510
$20,501
RECORDED / STREAMING MUSIC
LIVE MUSIC
$18.591
$19,478
Music Drives I d e n t i t y
LIVE MUSIC GROWTH ISOUTPACING
RECORDED / STREAMING MUSIC
LIVE MUSIC ATTENDANCE
CONTINUES TOGROW
MUSIC IS AN INCREASINGLY
IMPORTANT PART OF WHO WE ARE
LIVE NATION & TICKETMASTER
ARE THE TOP DESTINATION FOR
LIVE MUSICTICKET PURCHASES
IDENTITY
Music says more about us than
our hometown,race or religion
LOVE OF LIVE:
LIVE MUSIC ISA CONTAGIOUSLY GROWING EXPERIENCE
VALUES
People are more likely to valuelive
music over sex in theirlives
62%have been to both
a concert & festival
2/3 13-TO 49-YEAR-OLDS HAVE
BEEN TO A LIVE MUSIC
EVENT IN THE PAST YEAR
500
MILLION
GLOBAL TICKET
TRANSACTIONS PER YEAR
MOR
E
THAN
Sources: PwC Global Entertainment and Media Outlook Music Report; 2018 Live Nation “Global Live Music Fan Study"
Before there were words, there was music. In May 2018, mid-way through her performance at the Fillmore,
GRAMMY-winning singer/ songwriter St. Vincent thanked the audience for “gathering around this communal
bonfire that is live music.” Live music has always been a source of bringing together like-minded individuals for a
common, shared purpose. Who are these people? Why does music matter so much to their identity?
Traditionally, demographics were regarded as the strongest markers of culture. Marketers put people into tidy boxes
according to gender, race, sexuality, and geographic location so they could easily track society’s shifts and trends. But
society is becoming more dynamic and blurred – the boxes are breaking down, so painting in broad strokes can be
exclusionary. Respondents spanning three generations and five continents all say that music expresses more
about who they are as people than their hometowns, religions, political beliefs, race, cultures, or social media
profiles. More than just a form of entertainment, music is a driver of identity and the ultimate unifier. Katie, 24, said it
best: “A more vulnerable, authentic side of yourself comes out at concerts versus day-to-day life; a rawer version of
yourself,” which explains why the love of live is irresistible – more than two-thirds of 18- to 34-year-old across the world are
attending live music events.

13. Dedicated
Diehards
Passionate about rock music
and stuck in a different time
period – these old school
Dedicated Diehards go to
fewer shows but are willing to
invest when they do.
18%
Extremely invested and
knowledgeable about music, but
also enjoy the social experience
– go to lots of shows, and have
very indie taste
Plugged-
Indies
WHO ARE THEY
The Following Five Fan Segments Exist:
Super Fans
20%
The most social and
most invested in music,
they attend the most
shows and have
mainstream taste
Tag-Alongs
22%
Tag-Alongs aren’t invested in the
music, but they go to shows for
the social experience when others
invite them. They are not
motivated to go on their own.
Soloists
Soloists are knowledgeable
about indie music, but are
less social and hate the
crowds at shows – so they
prefer not to see live music.
26%
Less Engaged
with Music
More Engaged
with Music
More Social
Less Social
Source: Insight Study , 2012 – percentages shown represent percentage of gen pop audience
15%

14. Quick Facts Cheat Sheet
Source: Insight Study, 2012
Dedicated Diehards
Plugged-Indies
Super Fans
Tag-Alongs
Soloists
Average Age
38
59% Male / 41% Female
Average Income:
$76K
Average $56 per ticket
8
Shows attended per year
Average Age
32
44% Male / 56% Female
Average Income:
$73K
Average $85 per ticket
16
Shows attended per year
Average Age
34
56% Male / 44% Female
Average Income:
$69K
Average $46 per ticket
13
Shows attended per year
Average Age
38
39% Male / 61% Female
Average Income:
$79K
Average $69 per ticket
8
Shows attended per year
Average Age
34
33% Male / 67% Female
Average Income:
$80K
Average $69 per ticket
6
Shows attended per year

15. SUPER FANS:
Hyper Engaged Fans & Social Leaders
with Mainstream Taste
Source: Insight, 2012
Demographics
• Younger, less likely to be married and skewed higher female
Average Age
32
44% Male
56% Female
Average Income:
$73K
Average $85 per ticket
16
Shows attended/ year
Relationship to Music
”Live music is an important part of my life. I am constantly
looking for the best shows to go to.”
91% agree “seeing live music is a priority – I’ll budget the
time and money to make it happen” (72% Base)
“I always know what’s going on in popular culture, and I pride myself on being plugged in”
96% are ”always actively seeking out new music” (82% Base) & 79% “always know what
artists are going to be popular before other people learn about them” (55% Base)
Hip & Plugged In
20%
&
Rock
Pop
Mainstream Taste
92% are “willing to pay extra for a better
concert-going experience” (79% Base)
85% have a “thriving social life”
(68% Base) & 87% agree “In my
circle, I’m always the first to know
about the latest trends. (55% Base)
VIP
$$$
Social Identity – Social Leaders & Trend Setters
Equally into Social
& Music Aspects =

16. PLUGGED-INDIES
Dedicated Independent Music Fans Who
See Live Music to Express their Passion
Source: Insight Study for Bands in Town, 2012
Demographics
• Younger, Single and skewed higher male & prefer smaller intimate venues
Average Age
34
56% Male
44% Female
Average Income:
$69K
Average $46 per ticket
13
Shows attended/ year
Relationship to Music
Knowledgeable, Dedicated Fans:
“I eat, live and breathe music - I know a lot about the artists I
love. I go to shows very often and even though my budget is
a bit tight, I’m willing to invest to see the music I love.”
90% “There are concerts I’d give almost anything to see”
“I’m constantly looking for new experiences and exploring new music”
87% “Know a tremendous amount of facts and tidbits about the music I like” (71% Base)
99% are “always actively seeking out new music” (82% Base)
95% “Constantly see out new experiences” (86% Base)
Open to Experiences
15%
&
Alt
Indie
Niche Taste
84% are “willing to pay extra for a better
concert-going experience” (79% Base)
72% have a “thriving social life” (68%
Base) & 91% go to concerts to hear about
the artists musical expression (82% Base)
VIP
$$$
Social Identity - Creative, Open Minded & Social
Attend concerts
for the music >

17. TAG-ALONGS
Lukewarm Fans Who Just Go to Shows
for the Social Experience
Source: Insight Study, 2012
Demographics
• Slightly older, married, and skewing higher female with a thriving social life
Average Age
34
33% Male
67% Female
Average Income:
$80K
Average $69 per ticket
6
Shows attended/ year
Relationship to Music
Not Invested in Live Music – Hates Crowds
”Music is somewhat background element of my life – I’m not that
into it, and I don’t know that much about it, and I avoid crowds
like the plague.”
46% agree” live music concerts are OK, I can take them or
leave them” (16% Base)
39% ”know a tremendous amount of facts and tidbits about the music I like”
(71% Base) 47% say “the only thing stopping me from seeing more live music is
the hassle of crowds and lines” (31% Base) & 65% “usually listen to the most
popular music and bands” (37% Base)
Distance from Music
22%
&
Top 40
Pop
Mainsteream
Only 16% have purchased VIP/Special
access tickets before
75% agree that “for me, going to
concerts is all about the social experience
& 38% say that someone else usually does
the work of discovering concerts.
VIP
$
Social Identity – Social, but not Social Leaders
More social than
music oriented <

18. SOLOISTS
Like Exploring Music at Home, But Not in
Social Situations like Live Shows
Source: Insight Study, 2012
Demographics
• Older, more likely to be married, and skewed higher male
Average Age
38
59% Male
41% Female
Average Income:
$76K
Average $52 per ticket
8
Shows attended/ year
Relationship to Music
Dedicated to Music they Love, But not Seeing it Live
””Music is a private hobby for me. I love listening to records, but I
rarely go to live shows. With all that’s going on in my life, I don’t
have time.
25% agree” live music concerts are OK, I can take them or
leave them” (16% Base)
45% ”always know what artists are going to be popular before other people learn
about them (55% Base) 42% agree that “the reason I don’t see more shows is
because I don’t have enough time (32% Base)
Open to Exploring
26%
Alt
Genre
Niche
Only 22% have purchased VIP/Special
access tickets before
39% love going out and partying& 79%
constantly seek out new experiences. 78%
go to concerts primarily to hear about the
artists musical expression.
VIP
$$
Social Identity – Less Social
Attend for music
Experience >

19. DEDICATED DIEHARDS
For Dedicated Diehards, Live Music is All About
Their Favourite Rock Bands
Source: Insight Study, 2012
Demographics
• Older, more likely to be married, and skewed higher female
Average Age
38
39% Male
61% Female
Average Income:
$79K
Average $69 per ticket
8
Shows attended/ year
Relationship to Music
Committed to Rock, Not Concerned with Pop Culture
“I am a dedicated rock music fan, and have been for years. I love
seeing my favorite rock bands live, but don’t get out to shows
often.”
99% agree” live music concerts are experiences unlike any
other” (93% Base)
24% “always know what artists are going to be popular before other people learn
about them (55% Base) 49% agree “I hate being in a crowd” (38% Base)
Committed to Rock
18%
Rock
Genre
Rock Music
88% are willing to pay extra for a better
concert-going experience (79% Base)
40% agree “in my circle, I’m always the
first to know about the latest trends” &
76% constantly seek out new experiences.
80% have a “really close, tight-knit group of
friends”
VIP
$$$
Social Identity – Social Leaders & Trend Setters
Attend for social and
musical experience =

20. When Fans Are Truly Listening
Live music isn’t just magic for fans. It’s magic for marketers. The emotional intensity is unmatched.
The moments are unforgettable. Audiences are open to brands that honour and add to the culture.
Live music audiences want brands to join in—90% say there is at least one thing a brand could be
doing to improve their experience. The key is not to be phony or forced about it. Dyane, 30, has some
solid advice: “You can’t parachute in. Established brands need to be invested in piloting new ideas.
You need to be connected locally, understand culture and curate which brands make the most sense
for the event. There’s a careful line between exploiting and investing in culture.”
Shifting from brand engagement to cultural investment might feel like new territory for some brands.
Plant your flag in it. This strategic challenge is a huge opportunity for marketers; to get on the ground,
create cultural relevance, and invest in the live music community. Here’s how to get there:
Be culturally relevant. Fans see through disingenuous motives. Brands need to be authentic and
immerse themselves in the unique community and culture that live music environments create.
Be the change. Consider what impact or action brands can inspire through the live music experience.
Live music has always been able to inspire societal change and bring people together for a common
goal.
Be mutually beneficial. Fans appreciate when brands know them enough to be where they are and
provide purpose. Brands can deliver mutually-beneficial value: solve a pain point, amplify a moment,
or provide access to exclusives and perks.
Be share-worthy. Fans want to create meaningful memories. Brands can leverage the greater social
audience of live experiences by creating opportunities for “first-ever” and share-worthy moments.
CANADA ROCKS MEDIA is a results-driven partner built to solve your toughest business challenges –
loyalty, affinity, product engagement, launch support, B2B business sales, and driving cultural
relevance.
We offer strategic partnerships and custom solutions that build meaningful, long-term relationships
with audiences, when they are truly listening.
TRAVEL BEAUTY STYLE TECH DRINKING SNACKING
85% of live music fans have
purchased new clothing to
wear to a live music event.
The fan is always on stage at
a live music event – style is top
of mind as the experience lives
on through social.
71% of live music fans say
their inner circle comes to
them with questions about
devices and tech products.
Live music fans are tech- savvy,
as it’s a tool that helps fuel their
self-expression and creativity.
Female Gen Z/Millennial live
music fans spend 20 more
minutes getting ready for a
concert vs. everyday prep.
Live Music inspires her to take
her typical beauty routine
to new levels – she loves to
experiment with herlook.
72% of Gen Z/Millennials
have driven over 100 miles
to attend a live music event.
Live Music is an excuse to
travel -roadtrips are used
to reconnect around a
common passion point.
43% of live music fans have
tried a new alcoholic beverage
(they don’t normally drink) at
a live music event. Live music
events create an environment for
openness and experimentation.
80% of live music fans love
to snack. Live music fans
need energyfor their
on-the-go lives.
Sources: Live Nation Automotive Research; Live Nation Fashion & Beauty Research; Live Nation Technology Research; Live Nation Al co h o l Research; Live Nation
C o n s u m p ti o n Research; 2018 Live Nation “Global Live Music Fan Study”
©2018 LIVE NATION ENTERTAINMENT

21. WHAT IS IT WORTH TO YOUR BRAND TO
INFLUENCE THE PEOPLE WHO INFLUENCE
EVERYONE?
H A R T L E Y P I C K E N S
H E A D O F F I C E
C A N A D A R O C K M E D I A
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C O N T A C T :