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

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.