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From VIP Tickets to Premium Streaming Plans, the Music Business Is Entering a New Era of Upselling
The concert business' VIP strategy is expanding to streaming, vinyl and more areas of the music industry that can benefit from upselling.
From exclusive lounges to fan meet-and-greets with artists, the concert business has been better than other music industry segments at filtering customers according to their willingness to pay. Super VIP, launched in the first quarter of 2022, provides such perks as better sound quality, priority access to music content and live event tickets. In September, Universal Music Group (UMG) COO (then CFO) Boyd Muir said the company was in “advanced talks” with the streamer for a high-priced tier that offers a better user experience than standard subscription plans.
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