For years, live event marketing has relied on a simple formula: send more emails to more people and hope something sticks. But fans have changed. They expect relevance. They expect recommendations. And increasingly, they ignore anything that doesn’t feel personal. The problem isn’t effort. It’s infrastructure.

Ticket sales will always be the heartbeat of live music. But they don’t have to be the only way your venue makes money. The smartest venues today are finding creative ways to grow revenue without adding more shows, raising prices, or burning out their teams.

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