Redefining Live Music Fan Culture: Insights for Brand Marketers

Source: Live Nation

The UK's live music scene is diverse, ranging from large summer festivals with international headliners to small Friday night sets in local pubs.

However, what many brands overlook is the diversity and passion of the fans who make up this vibrant music community.

Our research indicates that over half (51%) of individuals between the ages of 18 and 60 in the UK participate in live music events. This amounts to nearly 20 million people, as per the 2021 Census.

However, it is common for marketers to either categorize this large group into stereotypes or depend on overly general demographic information such as age, gender, or location.

At Live Nation, we aimed to address the issue of brands creating campaigns and activations using simplistic two-dimensional profiling. This type of profiling does not capture the complex motivations, behaviors, and desires of live music fans. As a result, brands end up with a presence that does not effectively connect with fans or meet business objectives.

We have conducted extensive research on UK live music fans, including segmentation, surveys, focus groups, and ethnographic research to understand the 'Fan DNA' in the UK.

Our findings have provided a roadmap for brands looking to enhance their engagement with live music and establish partnerships that truly resonate with fans.

Meet the six live music segments

Our research has revealed that UK live music crowds are not just a mix of students and diehard fans, but actually consist of six core fan types across all age groups.

Enthusiastic Music Lovers

They are spontaneous and sociable, always eager for new experiences, especially live music events. These individuals are outgoing, bold, and never pass up a chance to attend a concert. They also enjoy shopping, with a comfortable disposable income.

Enthusiastic Trend Followers

This group may not be the ones organizing a group vacation, but they love staying updated on what's trending and going to live events like concerts, sports games, or comedy shows. They enjoy discovering the newest products and supporting new brands. In their daily lives, they are relaxed and care about their image, but they can easily transform into lively partygoers after experiencing some great performances.

Embrace Experience

Embracers have put in the effort to excel in their careers and enjoy unwinding during their free time. They are drawn to live music events for the thrill of variety, excitement, and discovering new experiences. Trying out new brands is also a favorite pastime for them, as they are always open to incorporating brands that resonate with their beliefs and values.

Fans of Popular Music

Fans who fall into the category of Mass Mainstreamers are those who enjoy attending well-known concerts and festivals. They love being surrounded by the energy of live music events. While they may not actively seek out new artists or music trends, once they find something they like, they stick with it. These fans tend to prefer popular choices and may look for approval from others, but they are also smart consumers who show loyalty to brands they believe in.

Music Enthusiasts

Music holds a significant place in the lives of these individuals. They are trendsetters, often uncovering what's trendy well before it becomes popular. Attending live concerts of their favorite artists is a top priority for them. They prefer to stick to familiar and reliable brands, showing strong loyalty towards them.

The Sidekicks

The Sidekicks are a group of people who enjoy going to live music events to be with their friends and family. They find happiness in seeing their loved ones having a good time with the music, rather than being solely focused on the music itself. You'll often find them exploring brand activations while their friends are up front in the mosh pit. Family and financial stability are important to them.

Brand engagement that strikes a chord

So, how should brands utilise these segments?

Start by identifying the overlap between your target audience and the six core segments. Next, determine the type of presence that would be most effective for each group. This could involve creating engaging physical activations for 'The Sidekicks' or offering exclusive discounts for 'Experience Embracers'. Consider collaborating with new events for 'Hyped Curators' or sticking to major festivals for 'Mass Mainstreamers'.

Brands can also delve deeper into understanding what motivates each group to attend gigs or festivals. For example, 'Relentless Enthusiasts' are driven by social expansion and immersive experiences, while 'Hyped Curators' value growing their social influence.

By understanding the emotional drivers of different personas and linking them to their underlying human needs through Walnut Unlimited’s Human Needs Model, brands can determine the most effective way to connect with each audience. For example, 'Relentless Enthusiasts' seek play and social approval, so campaigns that are creative, entertaining, and focused on connection are likely to resonate with them. On the other hand, 'Hyped Curators' are driven by a desire for uniqueness, making on-site brand activations that offer exclusive experiences and the opportunity to share them with their social circle a great fit.

Marketers can utilize this insight to be more specific and strategic in their investment in live music.

There isn’t a single solution that suits all live music fans. Brands often make the mistake of trying to appeal to a wide audience, resulting in campaigns that miss the mark because they lack a specific target.

It’s important to break free from stereotypes and reexamine the true identity and preferences of live music fans. It’s time for brands to take a fresh approach in understanding and engaging with this audience.

To learn more about Live Nation’s research and how to partner with festivals and venues, email David.Pepper@LiveNation.co.uk

Editor's P/S:

The article highlights the diverse nature of the UK live music scene and the importance of understanding the unique motivations and behaviors of live music fans. It presents findings from extensive research conducted by Live Nation, revealing six distinct live music segments with varying interests and preferences.

This segmentation offers valuable insights for brands looking to enhance their engagement with live music fans. By identifying the overlap between their target audience and the six segments, brands can tailor their presence to resonate effectively with each group. Understanding the emotional drivers and underlying human needs of these segments through the Human Needs Model enables brands to create campaigns that connect with fans on a deeper level.