CASE STUDY – LIVE NATIONIntroductionIn today's world where the number of brands and products (tangible or intangible) is growing in number and companies ensure rapid diversification, research and attempt at a perfect combination of marketing and promotion, it has become a prerequisite for any brand or product to maintain an edge over others if it is to survive the competition and emerge as a mentioned and remembered “name”. One of the best known companies in the field of live event promotion is “Live Nation”. A California-based concert promotion company, founded in 2005, currently serves concerts worldwide and has been associated with many of the famous international artists and groups such as Madonna, Shakira, Jay-Z, U2 and owns and collaborates with many promotion and production companies and ticketing houses. across a wide range of countries.DescriptionFacts used to analyze the strategy:1. Live Nation began as a U.S. concert promoter in 2005, operating 117 venues, including 75 U.S. and 42 international. Since 2007, Live Nation has signed artists and bands such as Madonna, Shakira, U2, Nickelback and Jay-Z to contracts lasting 10 to 15 years.2. It is building a physical record label with “Live Nation Artists”, thus posing competition to music industry giants such as EMI, Sony Music, Universal Music Group and Warner Music Group3. Live Nation has partnered and merged with many major music promoters and producers in the United States, United Kingdom, Netherlands, Spain, Finland, Denmark, Sweden and many other countries. Important companies owning concert halls and restaurants, promoters of indoor races and motor sports are also acquired.4. 2009 merger......middle of document......gatives.CONCLUSIONLive Nation's growth path has been steady and this is the result of an in-depth analysis of the market and customers. But Live Nation's strategy does not define the objective it intends to achieve and the path it intends to choose. With “connecting fans and artists” being a very vague mission statement, there are broad growth prospects and new perspectives to look at the entire market and the industry as such. This proved that a well-calculated decision and more space for movement of thoughts in decision-making can grow a company into a giant whose limitations on coverage, be it products/services or geographies, are not limited. Live Nation has gone beyond established marketing theories and strategies and the company's future appears to be in a market "not yet defined but ready to be”.”.