Exclusive research from Live Nation looks at the attitudes and actions of music fans and what brands can do to connect with them.

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A new study shows how marketers can use the power of music to capture the emotion quotient to connect with people instead of just connecting to people. Exclusive research from Live Nation on “The Power of Live” takes a comprehensive look at the attitudes and actions of three generations of music fans and what brands can do to connect with them. Across Gen Z, millennials and Gen X, music remains a major cultural marker that fulfills a desire for a true human connection.