NEW YORK, Sept. 27, 2018 /PRNewswire/ -- Live Nation,
the world's leading live entertainment company released
findings today from The Power of Live, a global study
that captured trends and behaviors of 22,500 live music
fans, from 11 countries, ranging ages 13 to 65. Conducted
in partnership with research agency Culture Co-op, the
findings revealed that in today's digital age, live
music is more necessary than ever and creates the ultimate human
connection.
Though 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.
Live music is the antidote. 71% of participants agree that
the moments that give them the most life are live music
experiences.
Key takeaways from "The Power of Live" study include:
In today's fractured world, live music is more important as a
unifying force than ever before.
When asked what defines
them most as a person, respondents said music drives identity more
than their hometown, politics, race or religion. The only
things that are a bigger force than music are friends/family and
pastimes.
Live music is in high demand. The study reported
2/3rds of Gen X, Y and Z (spanning
ages 13-49) 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,
concert goers 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.
Additional fun facts.
- 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.
To delve deeper into Live Nation's The Power of
Live study, download the white
paper at: livenationforbrands.com
Methodology
Quantitative Global survey (n=22,500):
13-49 year olds across Gen X, Y and Z; markets: US, Canada, Mexico, Brazil, UK, Germany, France, Scandinavia, China, Japan,
Australia; October 2017. Qualitative US ethnographies (n=75)
and live music intercepts (n=200+): 16-65 year olds; 2016-2018,
Biometric Live Music US Experiment (n=40): 16-65 year olds,
galvanic skin response, movable EEG device - alpha power brain
waves, accelerometer for movement synchronicity; April 2018
About Live Nation Entertainment
Live Nation
Entertainment (NYSE: LYV) is the world's leading live
entertainment company comprised of global market leaders:
Ticketmaster, Live Nation Concerts, and Live Nation Sponsorship.
For additional information,
visit www.livenationentertainment.com.
Photo -
https://mma.prnewswire.com/media/750710/Live_Nation_Global_Music_Study.jpg