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Live Nation produces music concerts, hosting more than 25,000 events a year. Artists represented by Live Nation cross all music genres and range from new artists to established superstars. Integrated Insight strategized how to grow revenue per show through more effective ticket pricing, distribution, and targeted promotional marketing. Through analysis of historic data and a robust discrete choice research study among 7,500 plus concert fans, a holistic pricing strategy for several multi-city tours across four genres was established. A dynamic optimization model was developed to enable Live Nation to extend the analysis further.