Live Nation is the largest producer of live music concerts in the world. Representing over 500 artists across all music genres and ranging from new artists to established superstars, Live Nation hosts more than 25,000 events a year. They are also the owner/operator of almost 200 venues. Integrated Insight was engaged in growing revenue per show through more effective ticket pricing, broader strategic ticketing distribution, and more targeted promotional marketing. Through analysis of historic data and a robust discrete choice research study among 7,500 plus concert fans, we were able to develop a holistic pricing strategy for several multi-city tours across four genres. A dynamic optimization model was developed to enable Live Nation to extend the analysis further.