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LIVE NATION STUDY: CONCERTS RULE!

A global study conducted by Live Nation reveals—surprise, surprise—that live music is an important part of many people’s lives. The next step for the concert giant is to get brands to buy in.

Working with research agency Culture Co-op, they surveyed 22,500 live music fans in 11 countries—2,500 of them were in the U.S.— the youngest being 13 and the oldest being 65. Nearly three quarters of the respondents said real life experiences are needed now, more than ever.

The goal of the company’s analysis of the data is to show how live music events should be more appealing to brands than any other activity that attracts eyeballs in certain demographics.

“Our platform offers so many ways to be an integral part of the live music experience, drive purposeful value, and build meaningful relationships,” Live Nation Global President of Media & Sponsorship Russell Wallach writes in the whitepaper based on the study. “We challenge brands to consider the value of our audience, share in fans’ emotions, and become strategic investors in culture.”

Among the findings that intrigued the Live Nation brass:

Two-thirds of the respondents between 13 and 49 go to at least one concert or festival a year; 78% of respondents reported they felt high emotional intensity at a concert and were 10% more likely to value live music over sex; and 72% of Gen Z/Millennials have driven more than 100 miles to attend a live music event.

The company’s advice to brands is four-pronged: Be culturally relevant; be mutually beneficial; be share-worthy; and, in their words, be the change.

Access the whitepaper here.

 

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