Its a massive cash cow. And if you go after nostalgia acts the money can be insane. Think of bands like the Eagles. They are stil selling out venues after all these years, and many people dont realize that Billboard intentionally doesnt allow older acts like that to post album sales to the charts, or else they would never leave the top 40 and new acts could never squeeze in. The hot new acts get all the media attention, but the best kept secret in the business is the older classic acts make the biggest money over time because their fan base just keeps growing year after year. IMTV is on the right track.
Interesting you should post that article. Nfuse 360 Marketing (who were IMTV's partners in producing this event) Nfuse was once a resource marketing unit that was a division of both Clear Channel (now Iheartmedia) and Live Nation.