In today’s digitized world, it’s easier than ever to connect TO people but harder than ever to connect WITH people, driving Gen Z to crave meaningful in-person experiences. More than two-thirds of 15- to 24-year-olds around the world say that now more than ever, they feel the need to experience real rather than digital life. Live music fills this desire, bringing people together and fostering genuine human connection. Despite Gen Z’s reputation as digitally dependent, they are fueling the growth of festivals and concerts, with live music outpacing the growth of digital and recorded music.
Gen Z’s love of live music is also because the environment aligns with their values and priorities. Festivals and concerts are judgment-free zones that promote acceptance and universal freedom. Live music provides an escape from reality, encourages community, and drives culture. By attending live music events, Gen Z, who cherish individuality and personal progress, can always be in beta, continuously building their identity.
This session will cover Live Nation’s groundbreaking global study, “The Power Of Live” tested through biometrics, quantitative, and qualitative methods, including research at festivals, amphitheaters and clubs around the world. Attendees will discover why live music is essential to Gen Z, and why it’s the best platform for brands across all industries to engage with them since it’s where they are most open and receptive to brands. What’s more, they feel emotional intensity at live music events and the more emotional audiences are, the more connected they are to brands, with these insights backed by science. Attendees will walk away knowing actionable and meaningful ways in which brands can be part of live music.