Live Nation's Jackie Wilgar has spoken about the shift towards mobile technology ahead of this month's Music Week Tech Summit.
Wilgar, the company's SVP, marketing - international, will speak on the "Exploring the impact of technology on digital marketing in the music industry" panel at the summit, which takes place at The O2 on Wednesday, September 26. For registration, head to musicweektechsummit.com.
Canada-born Wilgar, who moved to London in 2013, to join the Live Nation International team after heading Live Nation, North American marketing for eight years, said the company's biggest technological shift in recent times concerned mobile development and communication.
"Over 60% of our fans are now connecting via mobile," she told Music Week. "We live in a mobile world and increased connectivity means we can facilitate the contact fans have to their artist as well as across different countries, music genres and new experiences. Technology and connectivity give a fan music wings. It’s a very exciting time to be discovering new music, shows and events around the world."
Wilgar, who is interviewed in the current issue of Music Week, suggested the music industry had shown significant improvement in the area.
"The music industry and technological advances are symbiotic," she said. "From vinyl, to cassette, Napster to Spotify, technology is critical to the music experience. From a marketing perspective we are getting better and better at using technology to inform fans of opportunities. We recognise new ways to reach and connect fans.
"Technology allows us all to do that in new and changing ways and expands how, what, where and when fans can connect with their music, live or recorded."
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