Global and authoritative, this textbook maps modern, live experience media, the categories that thrive on real-time engagement and human connection even in the age of synthetic content, AI and the Metaverse. Sports and sports betting, festivals, comedy, concerts, tours and theme parks are covered plus theatre, trade events, conventions, museums and galleries, and immersive media.

Live media events included are Burning Man, Glastonbury, the Indian Premier League, the English Premier League, Olympics, NBA and Bundesliga plus sell-out Taylor Swift tours, the World Cup, Super Bowl, Ryder Cup and Formula One. Business models in this media category start with ticketing and advertising now amplified with ecommerce, affiliate marketing, subscription and gambling transactions. Deep dives ask: Why is Saudi Arabia investing billions into golf and football? Why is standup comedy big in Nigeria? How are Broadway and the West End evolving? What do immersive technologies like Abba Voyage and the MSG Sphere offer for the future?

With class questions, a quiz, summaries and slides for each chapter, this is a guide and course structure for anyone at university level or in industry studying the media, music, entertainment, events, exhibitions, sports, social media or gambling industries.

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