Decoding the DNA of the UK’s Live Music Fans
As the UK’s 2024 festival season is in full swing, Live Nation UK’s Partnerships Division has released an illuminating study, “Fan DNA,” which explores the essence of what makes a fan, a fan.
The research redefines live music audiences across the UK, uncovering new insights and debunking myths about who fans really are. For marketers, these findings are crucial in understanding and maximizing investments in live music.
The Six Types of Live Music Fans
Fan DNA identified six core types of fans who make up the UK live music audience, moving away from traditional segmentation approaches. These fan types encompass a broad range of ages and lifestyles, providing a more nuanced understanding of live music enthusiasts.
Relentless Enthusiasts
Characteristics: Sociable, spontaneous, go-to party planner and passionate about live music.
Behaviour: Always ready to attend live music events, indulges in shopping, and seeks the latest popular products.
Hyped Curators
Characteristics: Loves all things live and image conscious.
Behaviour: Keen on keeping up with trends, attending various live events, and prefers others to plan so they can transform into party animals at events.
Experience Embracers
Characteristics: Professionally successful and adventurous. Can afford to loosen up during live music experiences.
Behaviour: Seeks variety and excitement in leisure time. Loves discovering and exploring new brands that align with their values.
Mass Mainstreamers
Characteristics: Laid back live music fan but once they’re in, they’re in. Loyal and atmosphere driven.
Behaviour: Enjoys big-name concerts and festivals, seeks external validation, and remains loyal to trusted brands.
Music Aficionados
Characteristics: Deeply passionate about music. Music is their life.
Behaviour: Ahead of trends, dedicated to experiencing their favourite artists live, and loyal to brands who show up in those environments.
The Sidekicks
Characteristics: Family-oriented and financially secure. The ultimate partner in crime.
Behaviour: Attends events to spend quality time with loved ones, enjoys brand activations, prioritizes family and security.
Digging Deep: Emotional Motivations of Live Music Fans
The Fan DNA study also went a layer deeper, beyond surface-level demographics to explore the emotional drivers behind fans’ attendance at live music events. By linking these motivations to underlying human needs using the modelling, the research offers actionable insights for marketers.
Relentless Enthusiasts: Driven by a need for play and social approval, creative and connection-focused campaigns will resonate with the Relentless Enthusiast group
Hyped Curators: Motivated by uniqueness, Hyped Curators will respond well to exclusive experiences that can be shared on social networks.
Experience Embracers: Attracted to variety and new discoveries, Experience Embracers are open to brands that align with their exploratory nature.
Mass Mainstreamers: Seeking validation and loyalty, Mass Mainstreamers thrive in environments that offer familiar and trusted experiences.
Music Aficionados: Passionate about music discovery, Music Aficionados are loyal to brands that support their deep rooted musical interests.
The Sidekicks: Sidekicks value family and financial security, preferring functional or entertaining activations that align with these priorities.
Strategic Implications for Brands
Understanding these fan segments and their motivations provides brands with the opportunity to engage more effectively. Here are some tips for brands looking to connect with emotionally motivated fans:
Targeted Presence
Align your brand presence with the relevant, interesting fan segments. For instance, create engaging physical activations for “The Sidekicks” or offer exclusive discounts for “Experience Embracers.”
Consider Event Type
Collaborate with innovative, niche events to appeal to “Hyped Curators” or stick to major festivals for “Mass Mainstreamers.”
Personalised Campaigns
Develop campaigns that resonate with the core needs of each fan type, such as connection-focused initiatives for “Relentless Enthusiasts.”
It considers various factors such as event attendance, occasions, attitudes, behaviour, personality and life priorities. By moving beyond a two-dimensional view of fans, we enable our partners to engage with fans more effectively, creating personalised experiences that resonate deeply and fostering long-lasting loyalty.
By moving beyond simplistic categorisations, the Fan DNA study empowers partners to create personalized experiences that resonate deeply with fans, fostering long-lasting loyalty. From Live Nation’s festivals to Academy Music Group venues that span the entirety of the country, there are countless opportunities to engage with every individual attendee. As the 2024 festival season continues to unfold, these insights will be invaluable in shaping successful marketing strategies and enhancing the live music experience for all.
To learn more about how to partner with festivals and venues in the UK, email David.Pepper@LiveNation.co.uk.
