Concerts as an Interactive Experience and Marketing Strategy

This afternoon I listened to the All Tech Considered segment on NPR's All Things Considered news program. The subject of the segment was a company called Mozes, which specializes in projecting text messages on screens at public events. The name of this practice is mobile engagement. Touring popular music acts increasingly utilize this service as a way to interact with attending fans at concerts. Besides the thrill of sending a message to the performer or to someone in the audience, concert goers are given further enticement to text by the prospect of prizes like like front row seats or a chance to meet the performer(s). One must not view this service merely as an expression of the desire of a performer to interact with fans; it is also a way to gather personal information, especially cellphone numbers, for databases. This information can then be used to inform people about upcoming appearances and new music releases. There always seems to be an ulterior motive for these kind of activities.