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Global Study Reveals Why Live Music Is One Of The Most Powerful Human Experiences And The Ultimate Escape From Digital Overload
Live music is the antidote. 71% of participants agree that the moments that give them the most life are live music experiences.
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.
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.
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.
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
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.
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.
To delve deeper into Live Nation's study, download the white paper at: livenationforbrands.com
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
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 .
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