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That's according to Live Nation, whose recently released Power of Live report details how, in the digital age, consumers demand 'real' experiences
By IQ on 28 Sep 2018
Live Nation has released the findings of the Power of Live, a survey of more than 20,000 music fans which reveals, among other things, that for 71% of people concerts are the moments that “give them the most life” – and that the average fan prefers going to a show to having sex.
The study, conducted in partnership with research agency Culture Co-op, found that, “in today’s digital age, live music is more necessary than ever and creates the ultimate human connection”. It reveals trends and behaviours of 22,500 live music fans, from 11 countries and ranging in age from 13 to 65.
According to Live Nation, the report’s key themes are:
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 two thirds of generation 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 synchronisation 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 [five times] compared to how they felt before the show.
“Respondents reported that they were 10% more likely to value live music over sex”
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
Sixty-seven per cent 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, four times 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.
Other facts include:
Read the Power of Live in full at https://www.
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