On the ground at SXSW, street teams put up posters and handed out fliers.
All efforts drove fans back to the Facebook landing page to RSVP, whether for the SXSW venue or "couch-by-couch-west" to watch the live streams at home.
"They'll go into our general Warner Music Group database," Hackney says. "And then, [where some of the registrants] have selected particular artists that they're fans of, they'll go into the artist's fan database."
Using the databases, WMG will send messages about live events, including next year's SXSW concerts. Fans will also see Facebook posts and receive emails about album and single releases.
"For the most part, we drive revenue via our album sales and digital single sales," Hackney says. "So it's really just making people aware of what's new in the marketplace."
That's where WMG's SXSW event's title sponsor comes in. Hackney says staff members roamed around the live event, letting attendees take pictures with the Nikon WiFi-enabled, high-definition cameras. Using Bluetooth connections to iPads, they could upload the photos to the individuals' Facebook accounts, which were linked to the wristband RFID chips.
If the data fans provided predicts the future, a Paramore performance at next year's show could include a lyric from the band's new album that summarizes how WMG feels about music lovers: "And after all this time, I'm still into you."