AEG Global Partnerships recently released The Live Effect, a study on live music in the UK. The results of surveying 3,000 adults 18 and older showed that UK fans prioritize live music for its ability to create community and generate positive emotions.
The data:
79% of those surveyed said that live music offers a kind of community that can’t be found elsewhere.
70% said they felt “at home” at live music events among fellow fans.
63% have connected with strangers at live music events.
53% stated they feel more comfortable around fellow fans than people in their daily lives.
These positive feelings result in 46% saying they would still spend money on live music in times of economic uncertainty.
Superfans:
The report found significant evidence of a rising trend of “superfans,” measured through means of expression such as tattoos and costumes.
29% have dressed in a way that signifies participation in an artist-based community at a live event.
Gen-Z and Millennials are most likely to engage in this type of expression, and the trend spans across genres.
Gen-Z have a tendency to go further than costuming, with 21% stating they made a sign for an event, 16% waiting in line for over five hours for tickets or entry, 15% skipping work for an event, and 12% getting a tattoo for their favorite artist.
What they said:
Paul Samuels, President of Global Partnerships at AEG International: “Live music brings people together like nothing else – and passionate Gen Zs are giving a whole new meaning to the word ‘superfan’. Throughout a busy summer of live events, we have seen fans embrace their shared love of specific artists and genres, with many going to extremes to make their experiences more memorable and mark themselves as part of fan communities.”
