McMillan said the bundling strategy could work for what he calls ''legacy and heritage artists." These artists, people like Phil Collins, Elton John, Billy Joel, and others, typically have no problem selling out a concert playing their old songs, but their records, particularly new releases, often have trouble selling well.

Legacy artists don't get much radio play and many of their baby-boomer customers rarely set foot in a record store. Bundling a CD with a concert ticket could boost sales and force radio stations to take notice.

''We're challenging a number of assumptions of the music industry," McMillan said. ''It's a great experiment and who knows, maybe it's the way of the world. Certainly so far it's something that's working."