When Variety Intelligence Platform (VIP+) teamed up with UTA IQ, the research, analytics and insights division of the UTA talent agency to conduct a consumer survey in August to understand the market forces driving the explosion in the live-music industry, they learned a lot more was at play than just the success of Taylor Swift and Beyonce. UTA IQ global head Joe Kessler and VIP+ analyst Heidi Chung discuss their groundbreaking study, which can be found at Variety.com/livemusic.