AdAge.com Reports:

CHICAGO (Adage.com) -- So it turns out giving a concert away online is a pretty good way to sell beer and video games.

On Nov. 25, Kiss partnered with live streaming video platform Ustream for an online broadcast of the bombastic and pyrotechnic closing concert for its "35 Alive" tour at Los Angeles' Staples Center.

The broadcast drew more than 2 million views -- Ustream's feed was viewed on its own site as well through social-media hubs such as Facebook -- and it generated enough buzz to rate as a trending topic on Twitter during the Thanksgiving eve performance. The 1.1 million unique visitors, while not rocking all night, stuck around a while: The average viewing time during the broadcast was 43 minutes.

"We knew we'd get a big audience," said Kiss' longtime manager, Doc McGhee. "But we didn't know they'd stay on for that long."

Ustream executives said part of the reason for the lengthy viewing times -- and the big audience -- was a backstage pre-show segment that ran before the concert started, which ramped up online buzz before the musicians took the stage.

Full story at AdAge.com