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MÖTLEY CRÜE Manager Says Market Research Predicted Tour's Success

July 31, 2005

Jennifer Ordonez of Newsweek reports: When '80s metal band MÖTLEY CRÜE announced late last year they were reuniting and ready to rock hard on the road, concert promoters, coming off one of their worst years ever, yawned. It didn't matter that Tommy Lee would be back behind the drums. Or that the CRÜE would be even more motley, adding fire-breathing midgets and acrobatic strippers to the show. In a business where buzz is everything, few promoters believed fans would pay $55 to watch the aging boomers relive their party days.

Wrong. The "Red, White and Crüe...Better Live Than Dead" tour has turned out to be one of the year's hottest. "We knew it was going to work," says CRÜE manager Allen Kovac. Why? Because he had done something very un-rock and roll: market research. "In this industry, everyone is used to going by their gut," says Kovac. "[But] we actually saw how wide the demo was for MÖTLEY CRÜE."

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