Latest News

Back to Latest News back

 

Global study reveals the importance of live music in escaping digital overload

Global study reveals the importance of live music in escaping digital overload
September 28, 2018

Live Nation, the world’s largest live entertainment company, has today released results of a global study showing that in today’s digital age, live music is more necessary than ever and creates the ultimate human connection.

The study, The Power of Live, captured trends and behaviours of 22,500 live music fans, from 11 countries, ranging in ages from 13 to 65.

Conducted in partnership with research agency Culture Co-op, the findings reveal that although technology has made it easier than ever to connect ‘to’ people, it is harder than ever to connect ‘with’ people.

73% of participants stated that now, more than ever, they want to experience real life rather than digital life and that live music is the antidote, with 71% of participants agreeing that the moments that give them the most life are live music experiences.

Key takeaways from The Power of Live study include:

Live music is in high demand
The study reported two thirds of Gen X, Y and Z (spanning ages 13 to 49) go to at least one concert or festival a year, with a majority of those that attend going to multiple events. Live Nation sees this growing demand reflected in the sheer number of fans coming out to concerts and festivals, with event attendance jumping to 86 million in 2017, a 21% increase from the prior year.

Live music facilitates bonding and instantly increases your mood
Proven through a biometric experiment that studied fans in their element at a live concert, nearly 70% of participants showed significant synchronization of body movements which served as a proxy for oxytocin, the hormone that facilitates bonding and human connection.

And the feeling is lasting - even after the encore participants had a mood increase of 5X compared to how they felt before the show.

Live music creates more intense emotions than streaming music, and many value it more than sex
When asked to reflect upon a recent live music experience, and rate how emotionally intense they felt, 78% of respondents reported they felt high emotional intensity. Other live events and media experiences didn’t stack up: respondents reported feeling less emotionally intense while streaming music (-27%) or while playing video games (-31%). And respondents reported that they were 10% more likely to value live music over sex.

The emotional intensity of live music opens the mind to new ideas. 67% of global audiences say the more emotionally engaged they are, the more open they are to new ideas. In fact, 90% said brands are welcome in the space as long as they find authentic ways to enhance their experience. 

Live music fans are cultural catalysts
Globally, concertgoers are 29% more affluent, 4X more likely to be micro-influencers (defined as having at least 1,000 followers on social channels) and are +121% more likely to say they are highly influential among peers. 

In addition:

• Fans will travel for live: 72% of Gen Z/ Millennials have driven over 100 miles to attend a live music event.
• Style matters to fans: Female Gen Z/Millennial live music fans spend 20 more minutes getting ready for a concert vs. everyday prep. And 85% of live music fans have purchased new clothing to wear to a live music event.
• Fans are Tech Savvy: 71% of live music fans say their inner circle comes to them with questions around devices and tech products.

Commenting on the findings, Live Nation Australasia Chief Executive, Roger Field stated “the findings from The Power of Live prove that live music is more important now than ever before, with fans in Australia and around the world believing live music is one of the most powerful human experiences and one of the best ways to cure digital overload. 

“The findings are consistent with the growing demand for concerts and festivals that we see locally and around the world.”

The study involved 22,500 participants from US, Canada, Mexico, Brazil, UK, Germany, France, Scandinavia, China, Japan, Australia.

View Live Nation’s The Power of Live study at www.livenationsponsorship.com/international 

Main image courtesy of the Oxford Art Factory.

Related Articles

26th September 2018 - Pop-up Globe announces Sydney performance extension

24th September 2018 - Live Nation names new General Manager for Melbourne’s Palais Theatre plus funding for 13 community projects

22nd September 2018 - Ticketmaster takes action over reseller accounts that bypass scalping restrictions

23rd August 2018 - Live Nation Australia to offer Optus customers new benefits through exclusive partnership

16th July 2018 - Australasian venues strong performers in Pollstar’s Mid-Year concert rankings

16th May 2018 - Live Nation launches ‘Women Nation’ fund to invest in female-founded live music ventures

23rd April 2018 - Live Nation expands festival portfolio with acquisition of Rhythm and Vines Festival

2nd March 2018 - Live Nation registers record revenues through 2017

19th April 2017 - TEG Analytics discovers Australia’s ‘entertainment gene’

15th March 2017 - Michael Coppel named Chairman of Live Nation Australia and New Zealand

22nd November 2016 - Live music impacts New Zealand’s economy

23rd September 2016 - National Live Music Awards announces 2016 board and new venues

5th August 2016 - Live Music Office creates mapping tool to support artists and industry

8th May 2016 - Live Nation moves to present Virtual Reality music events

10th March 2016 - Live Nation launches Women in Entertainment initiative

3rd September 2015 - Live Performance Industry worth more than $1.51 billion to the Australian economy

13th August 2015 - Live Music worth over $15 billion to Australia in 2014

25th July 2015 - Without exposure to nature, Australia is nurturing unhappy future generations

10th November 2011 - Australian venues compete for Billboard magazine’s Top Arena awards

1st August 2011 - Record year for Australian live performance industry


Asking a small favour
We hope that you value the news that we publish so while you're here can we ask for your support?

The news we publish at www.ausleisure.com.au is independent, credible (we hope) and free for you to access, with no pay walls and no annoying pop-up ads.

However, as an independent publisher, can we ask for you to support us by subscribing to the printed Australasian Leisure Management magazine - if you don't already do so.

Published bi-monthly since 1997, the printed Australasian Leisure Management differs from this website in that it publishes longer, in-depth and analytical features covering aquatics, attractions, entertainment, events, fitness, parks, recreation, sport, tourism and venues management.

Subscriptions cost just $90 a year.

Click here to subscribe.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Tim Batt Water Solutions

Tim Batt Water Solutions are at the very forefront of the commercial aquatic business in Australia, with over 30 years specific experience supplying and installing chemical control and dosing…

read more

Aquatics / Environment / Recreation / Technology / Venues

 
 

SYNERGY FITNESS

The Calgym/Synergy group has had a long and proud history since 1976 as world leaders in the innovation, design and evolution of commercial strength and conditioning equipment. The Synergy group was…

read more

Fitness / Technology / Wellness

 
 

THE FITNESS GENERATION

The Fitness Generation is now part of NovoFit - see www.ausleisure.com.au/suppliers/novofit/

read more

Fitness / Technology / Wellness

 
 

AlphaFit

AUSTRALIAN MADE. BUILT NOT BOUGHT. AlphaFit is a 100% Australian owned family company manufacturing gear specifically for the strength and conditioning, functional fitness and high-performance…

read more

Fitness / Recreation / Sport / Technology / Wellness

 
 

IEDM

iEDM integrate Design, Engineering and Delivery Management services to convert existing spaces into exciting new entertainment venues. Our team consists of highly qualified professionals with diverse…

read more

Consultants / Design

 
 

Envibe

With its sleek good looks and easy-to-use yet powerful functionality, Envibe is the premium fitness club software for the Australasian leisure, recreation and fitness industry. We are the most…

read more

Aquatics / Fitness / Recreation / Technology

 
 

Digonex

Digonex is a leading provider of customised dynamic pricing solutions to clients in arts and entertainment, sport, attractions, cultural institutions and retail sectors. Digonex’s technology is…

read more

Attractions / Entertainment / Sport / Technology / Ticketing

 
 

GLADSTONE MRM

Gladstone Health & Leisure (Gladstone MRM Pty Ltd Australia) is a leading supplier of leisure management and fitness software and is endorsed by leading health and fitness professionals and…

read more

Access / Billing / Fitness / Technology / Venues

 
 
 
 

get listed with our suppliers directory

Get your business noticed in our targeted directory. Viewed by 10,000 industry professionals per week!

list your business