Live Nation report reveals growing demand for real world experiences

Live music is emerging as an increasingly important escape from everyday life, reflecting a much larger cultural shift playing out around the world. As more of life moves online, people are placing greater value on experiences that feel unmistakably real. The Return to Real, a new global report from Live Nation for Brands, explores this shift and what it means for brands.The research, drawing on multiple surveys of tens of thousands of fans worldwide, finds that live music ranks as the #1 form of entertainment globally, ahead of cinema and professional sports. In the UK, it is also the #1 entertainment type for growing in popularity and for helping people step outside everyday life.

Some 93% of fans say they crave real experiences over digital ones, 80% would rather spend on experiences than things and 84% say live music “gives them the most life”. Concerts and festivals are increasingly seen as life milestones, with 97% of UK fans attending to create lasting memories and 96% to have new experiences. Live music offers something distinctly physical and shared: artists and fans coming together in the same place for an experience that cannot be replicated online.

For sponsors, the findings point to an opportunity to use partnerships to provide benefits that go beyond points and discounts. Access to tickets, presales, VIP experiences and otherwise unavailable moments can give consumers something they genuinely value — and provide brands with a meaningful point of difference.

That opportunity comes at a time when traditional customer loyalty is being challenged. While 76% of UK live music goers are engaging more with loyalty programmes than they did a year ago, 66% say they are less loyal to any single brand than they used to be.

Live music benefits could help brands bridge that gap. Some 96% of UK live music goers say live music perks would make them sign up for a brand’s loyalty programme, while 94% would switch programmes to access them. Eight in ten would feel more positively about a brand offering live music loyalty perks, and 81% say brands offering these benefits are more in touch with their generation.

“People can do almost everything from their phones now,” says Russell Wallach, Global President, Live Nation Media & Sponsorship. “That’s exactly why the things worth leaving home for matter more than ever. The brands building lasting loyalty are becoming part of those experiences.”

Live Nation highlights several brands already adopting this approach. Through its Priceless platform and partnership with Live Nation, Mastercard provides cardholders with concert presales, premium tickets and VIP experiences across 32 countries. The partnership has provided access to more than 5.5 million fans across 6,000-plus shows involving more than 1,700 artists. 

Spotify takes a different approach. Its Spotify Reserved programme uses streaming data — including listening, saving and sharing — to identify an artist’s most engaged fans and give them access to tickets ahead of the general public. Here, the reward reflects the fan’s existing passion rather than simply their spending. 

US home improvement retailer Lowe’s demonstrates that the strategy is not restricted to brands with an obvious connection to entertainment. Members of its MyLowe’s Rewards programme receive benefits at 20 Live Nation amphitheatres, including discounted children’s tickets, complimentary lawn chair rentals and ticket sweepstakes. 

The potential impact for sponsors is significant. Live Nation reports that when brands are part of the live music experience, 73% of fans are more likely to pay attention to them, 72% are likely to spend more with them and 80% leave liking the brand more. Some 94% share their experience on social media. 

The broader message is that loyalty need not be confined to transactions. Sponsorship gives brands an opportunity to understand what their customers care about and provide access to experiences around those passions.

Unlike a discount that disappears once redeemed, a live experience can create value before, during and after the event — through anticipation, participation, memories, conversation and sharing.

Download The Return to Real here.