MSLGroup said it will interview young New Yorker concertgoers among "long lines of emo, hip-hop or hipster subcultures snaking around city blocks awaiting entry to today's hottest concerts" as part of a polling and research initiative dubbed MSL On Queue.
The Publicis unit said lines of people waiting to enter shows represent "a resource of brutally honest opinions about their products and information on the day’s latest trends."
MSL VP Brian Williams serves as manager of the service, which he called a "rapid, efficient and cost-effective" look at audiences.
MSL plans to offer the service as a standalone fee offering or as an add-on for existing clients.
Surveys, polling, man-on-the-street interviews and "trend forecasting" are all seen as part of the service, which, the firm says, can be replicated to target a variety of demographics.
Added Williams: "The world's most popular artists perform in New York every night, and their fans stand in line at our front door to see them."