A concert profiling server (CPS) obtains and analyzes information about a venue hosting a music concert and mobile phone location information related to the audience members attending the concert. Based on this information, the CPS determines the size of the audience in attendance. The CPS also obtains and analyzes sentiment information related to audience members at the concert with which the CPS determines the audience's sentiment toward the concert as favorable or unfavorable. The CPS further obtains and analyzes other information with which it makes a profile of the demographics of the audience and the audience members' levels of engagement.