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Meet the six types of live music fan

Live Nation UK’s partnerships division has released a new study, Fan DNA, which identifies six core types of live music fans.

The study moves away from traditional segmentation approaches in an effort to provide a more nuanced understanding of concertgoers, exploring the emotional drivers behind fans’ attendance to offer deeper insights for marketers.

Via a third party agency, it employed a “robust” three-part approach, combining qualitative and quantitative research to “ensure comprehensive exploration, rigorous validation and enrichment of the segments”.

More than 3,600 individuals from diverse locations across the UK were surveyed for the report, which also employed in person and online focus groups.

“By moving beyond a two-dimensional view of fans, we enable our partners to engage with fans more effectively”

The six fan types, which encompass a broad range of ages and lifestyles, were broken down as follows:

  • Relentless Enthusiasts: Sociable, spontaneous, go-to party planner and passionate about live music. Always ready to attend live music events, indulges in shopping, and seeks the latest popular products.
  • Hyped Curators: Loves all things live and image conscious. Keen on keeping up with trends, attending various live events, and prefers others to plan so they can transform into party animals at events.
  • Experience Embracers: Professionally successful and adventurous. Can afford to loosen up during live music experiences. Seeks variety and excitement in leisure time. Loves discovering and exploring new brands that align with their values.
  • Mass Mainstreamers: Laid back live music fan but once they’re in, they’re in. Loyal and atmosphere driven. Enjoys big-name concerts and festivals, seeks external validation, and remains loyal to trusted brands.
  • Music Aficionados: Deeply passionate about music. Music is their life. Ahead of trends, dedicated to experiencing their favourite artists live, and loyal to brands who show up in those environments.
  • The Sidekicks: Family-oriented and financially secure. The ultimate partner in crime. Attends events to spend quality time with loved ones, enjoys brand activations, prioritises family and security.

“With live music so deeply embedded in British culture and an abundance of concerts and festivals available across the country, our fans span a wide range of life stages, personalities, and live music preferences,” says Gina Ha, head of research and insights at Live Nation UK.

By offering an enhanced understanding the fan segments and their motivations, the LN team hopes to provide brands with opportunities to engage more effectively.

“Our team’s passion for accurately representing the UK’s live music communities led us to develop a segmentation approach that offers a multidimensional view of live music fans,” adds Ha. “It considers various factors such as event attendance, occasions, attitudes, behaviour, personality and life priorities.

“By moving beyond a two-dimensional view of fans, we enable our partners to engage with fans more effectively, creating personalised experiences that resonate deeply and fostering long-lasting loyalty.”

 


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