Live Music’s Global Takeover: How Brands Can Win Big
Live Nation just wrapped its biggest first quarter ever, with 23 million fans attending sold-out concerts and festivals worldwide.
Now, as we enter a historic season fueled by higher show counts, record fan attendance, and social media buzz, this massive, globally engaged audience is ready to connect with brands like yours. Russell Wallach, Live Nation’s Global President, shares what marketers need to know.
Global Phenomenon
Artists are touring the world, while new and existing festivals are expanding internationally and becoming global hubs for music lovers.
Did you know?
Latin artists are leading the charge. Superstars like Karol G are selling out stadium shows in Spain and shattering records across unprecedented markets in Europe like Germany, Belgium and Switzerland, while regional Mexican acts like Fuerza Regida and Junior H are selling out tours in the US and beyond. This trend is fueled by streaming, social media, and the demand from a passionate fanbase eager to catch the hottest Latin acts.
And as the industry globalizes, travel is trending. Fans are increasingly traveling for concerts and festivals – with more than half of music fans worldwide wanting to travel internationally to see their favorite artists live.
Why It Matters
More than two-thirds of fans say concerts and festivals are some of the most memorable moments of their lives. Tapping into a hyper-engaged global audience that actively seeks out unique experiences–and is willing to travel for them–embeds your brand in lifelong memories and supercharges brand loyalty across cultures.
More than half of music fans worldwide wanting to travel internationally to see their favorite artists live.
More than two-thirds of fans say concerts and festivals are some of the most memorable moments of their lives.
Fandoms > Demographics
Live music is the #1 global passion, attracting the most diverse, engaged fanbase from every corner of the world (Think: more women, every generation, more global). With festivals catering to every taste and everyone, fans find belonging around their favorite artists and fellow fans, forging a powerful community around live music.
Did you know?
Live music fosters a strong sense of belonging. 78% of fans view music as a core part of their identity – even more so for Black fans who attend festivals like Dreamville to celebrate Black culture.
92% of fans find dressing up for shows more fun and use it to connect with other fans – spending $26B on fashion for live music events every year.
At the upcoming BottleRock Napa Valley, wine-loving decision-makers will come together to enjoy their favorite artists from across genres—and B2B brands like Cisco and Salesforce are meeting them there.
Why It Matters
Live music reaches everyone, everywhere, and fans attend concerts and festivals to feel connection (88% find that attending a live music event with someone strengthens their relationship). Brands fostering community onsite and online can reach any targeted audience in the most authentic way: through their love of live music.
of fans find dressing up for shows more fun and use it to connect with other fans
of fans find that attending a live music event with someone strengthens their relationship
Doing It For The Plot
Sharing on social is now part of attending a show, making every concert a story to tell, and extending each live event to a global audience of millions. And online, the experience starts long before the event itself, with fans sharing content from the moment they purchase tickets to highlights after the show.
Did you know?
Now more than ever, fans actively seek live music content online to connect with artists and other fans between shows. They want to connect with the experience, share their own stories, and build community.
Gone are the days of experiences confined to the festival grounds. Our partnerships with platforms like TikTok transform brands like Coca-Cola and Dunkin’ into global festival fixtures. Custom content lands directly on targeted audiences’ “For You Pages,” organically extending the reach of brands onsite far beyond the venue.
With the newly launched Snap Nation, brands can offer front-row and backstage access to fans worldwide through exclusive content. Think never-before-seen live music moments with their favorite artists and a glimpse into the electric energy among fans at the show.
Why It Matters
Imagine millions of fans turning into real-time broadcasters, showcasing your brand activations and festival experiences to a global audience. When fans share content, they fuel FOMO and organically put your brand in front of millions of potential customers. It’s like having a massive army of brand ambassadors sharing your experiences with their world.
