Beyond K-Pop: New Study Explores Growing Influence of Asia Pop on ANZ’s Live Music Scene
Asia Pop or A-Pop has experienced staggering growth and established cult fandom according to a recent study called ‘Future Sound’ conducted by Live Nation Australia and New Zealand.
Since 2015, Live Nation has reported a 600% increase in Asia Pop shows and a 275% surge in the number of artists across Australia and New Zealand, with 100% of fans surveyed demanding more Asia Pop live experiences. TikTok Australia alone reported 61M K-Pop views by fans in the last 12 months.
This incredible growth has seen mass engagement with not only established genres such as K-Pop, J-Pop and C-Pop but also emerging genres such as Mandopop, Thai Pop and City Pop. While Asia Pop has long been seen as a cultural force among younger audiences, the study reveals its reach extends far beyond the expected fanbase.
APAC’s Asia Pop Fandom: At A Glance
Australia and New Zealand’s Asia Pop audience is predominantly female.
of fans are ages between 27 and 48
fans are listening to Asia pop music for more than 15 hours a week.
What’s Fueling Asia Pop’s Rise in APAC?
Asia Pop has emerged as a dominant force in viral trends, driven by compelling music storytelling and enhanced by vibrant fashion, choreography, theatrics, and merchandise. The popularity of the genre is due to the incredible connection between fans and artists – regardless of language barriers.
of fans saying they’d like to see more brands partner with Asian Pop artists.
of music fans said that they “would feel more favourably towards a brand that supports or spotlights emerging artists in the Asian community.”
of AU/NZ fans believe fashion brands are the best partner for Asia Pop, followed by 88% Entertainment, 86% Beauty and 66% Travel & Tourism.
With more Asia Pop artists touring the globe than ever before, the unprecedented growth of this genre presents an unrivalled opportunity for brands to engage with billions of passionate Stans. Find out more at: sponsorshipcommunications@livenation.com
