Latest News

Back to Latest News back

 

Live Nation study reveals true impact of live music in building brand loyalty

Live Nation study reveals true impact of live music in building brand loyalty
February 12, 2024

Live Nation Entertainment has released its latest Fan Insights Study ‘Driving Loyalty’, which reveals the power of live music in driving brand loyalty among Australians.

Collating responses from people aged 18-54, the study reveals that Australia and New Zealand significantly over-indexed loyalty memberships, ranking as two of the most engaged consumer groups in the world when it comes to brand loyalty programs.

Currently, 91% are members of a retail loyalty program followed by 59% in fast food, with one in three redeeming rewards on a weekly basis. This is closely followed by 57% in clothing apparel, and 55% in travel.

Based on the study, three in four people are likely to sign up for a new brand loyalty program offering live music perks, with discounted tickets the most sought-after among Gen Z, and  “comfort” VIP experiences important among the older millennial and Gen X generations. Over half of all people state that they would likely make the switch to a loyalty program that offered live music perks, saying that it makes a brand more innovative and relevant to their lifestyle. 63% intend to spend more money with brands that offer live music perks.

Frances Deighton, Strategy Lead at Live Nation Entertainment notes “Live music has the power to generate emotion and consumer passion like nothing else, and there’s an incredible halo effect for brands that include live music perks in their loyalty programs. You never forget the experience of a live music event, and based on survey responses, this includes the brands that help bring these events to life.”

Globally, 67% of music fans claim that live music events are home to some of their most memorable moments, with two-thirds connecting their emotions with the brands, products, and services they interact with at an event. As a leading passion point among Australians and New Zealanders, the demand for live music has continued to reach new heights, with Live Nation reporting record ticket sales for 2022-2023. 

Kristy Rosser, SVP Marketing Solutions and Client Services for Live Nation ANZ shared “Maintaining relevance will be key for brands in 2024, and ensuring the right customer needs are consistently met will magnify a brand’s perceived value. Introducing music perks into a loyalty program is a surefire way to boost customer engagement and retention. With so many epic live music experiences coming up in 2024, there’s never been a better time to engage customers with music.”

Other key insights uncovered by the ‘Driving Loyalty’ Study include:

  • 77% say that belonging to a loyalty program makes them feel valued by a company.
  • 94% agree belonging to a loyalty program makes them feel like they're saving money.
  • Retail ranks highest when it comes to openness, sign-up and likelihood to switch loyalty programs.
  • 2 in 3 live music goers are open to signing up for a new loyalty program at a live event.
  • A points system is the favoured structure for loyalty programs, with email highlighted as the preferred communication method, followed by apps and websites.

For further information, visit livenation.com.au  

Image top: concert crowd; Image middle: Spilt Milk; Image below: Splendour in the Grass. Credit: Live Nation

Related Articles

14th December 2023 - Post-pandemic recovery of live entertainment led by international acts

24th November 2023 - Live Nation’s Spilt Milk music festival returns for its highest ever attendance per event

8th November 2023 - Mastercard and Live Nation partner to offer exclusive experiences for cardholders

3rd November 2023 - Live Nation generates record revenues and attendances in last quarter

25th October 2023 - Roger Field exits role as President of Live Nation Asia Pacific

18th September 2023 - Live Nation study finds that fans are more loyal to brands that offer live music perks

6th September 2023 - Live Nation Australia collaboration to deliver BBC Earth Experience for Melbourne

25th August 2023 - Live Nation Australia partners with children’s cancer charity to raise much-needed funds

24th August 2023 - Live Nation to present music performances at Westfield destinations across Australia and New Zealand

22nd August 2023 - Vodafone and Live Nation partner to give customers exclusive access to Australia’s most anticipated live music acts

27th July 2023 - Live Nation and The Push launch Music Industry Mentoring Program For Emerging Talent

25th July 2023 - Live Nation undertakes upgrades at Anita’s Theatre in Thirroul

14th July 2023 - Live Nation release consumer App combining music and meditation

22nd May 2023 - Live Nation and South Korea’s Busan city to develop new 20,000-capacity arena

9th May 2023 - Live Nation first quarter results show soaring fan demand for concerts

25th August 2022 - Pollstar rankings show resurgence of Australian live entertainment in first half of 2022


Support our industry news service
We hope that you value the news that we publish so while you're here can we ask for your support?

As an independent publisher, we need reader support for our industry news gathering so ask that - if you don't already do so - you back us by subscribing to the printed Australasian Leisure Management magazine and/or our online news.

Click here to view our subscription options.

 

supplier directory

The Complete Guide to Leisure Industry Products & Services.

See the directory see all

Smart Connection Consultancy

Smart Connection Consultancy is a boutique sport and recreation consultancy who has become one of Australia’s leading advocates for the use of synthetic sports surfaces as a vehicle to grow…

read more

Consultants / Recreation / Sport / Surfaces

 
 

SWIMPLEX AQUATICS

Swimplex Aquatics are a world-class company dedicated to the commercial pool, waterslide industry. We are Australian market leaders servicing all states Australia wide. Swimplex provide a full…

read more

Aquatics / Attractions / Design / Play / Waterparks

 
 

The P.A. People

The P.A. People is a specialist integrator and contractor in sound reinforcement, audio visual systems, performance lighting and production communications. Over its almost 50 year history the company…

read more

Entertainment / Events / Sport / Technology / Venues

 
 

Hadley/Series Australia Pty Ltd

Hadley Australia and Series Australia Pty Ltd are the leading quality theatre chair manufacturers in the southern hemisphere. The businesses work closely with architects, interior designers and…

read more

Arts / Culture / Design / Entertainment / Venues

 
 

AAC

Welcome to AAC – makers of the world’s best wristbands, lanyards, tickets, tokens and full-service print solutions. We are Australia’s premier global manufacturer and supplier of…

read more

Access / Marketing / Safety / Ticketing

 
 

CENTAMAN

Centaman has been a market leader in Enterprise Software Solutions for the leisure and recreation industry and both profit and not-for-profit attractions since 1991. It offers a wide range of software…

read more

Access / Billing / Fitness / Technology / Ticketing

 
 

TPEC Pool Enclosures

TPEC Pool Enclosures provide a large range of premium commercial and residential retractable swimming pool, spa and terrace enclosures throughout Australia, servicing residential, local government…

read more

Aquatics / Design / Recreation / Venues

 
 

SLE WORLDWIDE AUSTRALIA PTY LTD

SLE Worldwide Australia is a Managing General Underwriter specialising in insuring risks in the world of Sports, Leisure and Entertainment. Be it relaxing, playing, organising or watching sports,…

read more

Insurance / 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