Exploring The Power of Live Music for Hispanic Fans
Live music is the ultimate connector, and for Hispanic fans, concerts and festivals are where community and culture come to life.
Authored by: Juan Nuñez
Growing up in a Hispanic home, live music was a family affair that allowed us to connect with our heritage at the top of our lungs. I’ll never forget seeing Juan Gabriel with my family when I was 13 years old and how that moment brought us closer together. While that experience was unique to us, the connection and community live music creates among Hispanic fans is universal. For us, each live music experience deepens our ties to our culture while fueling our identities and shaping our relationships with one another.
The beauty of these incredible experiences, and the lifelong memories they create, are in how they impact Hispanic families, individuals & communities around the U.S. all year, every year. In fact, more than half of the US Hispanic population consider themselves passionate live music fans.
No matter the size of the show, live music events provide unique opportunities for Hispanics to come together while leaning into a shared passion – always with an unbeatable energy and cultural flair. Our recent fan research highlights what makes Hispanic live music fans unique and uncovers opportunities for brands to reach them throughout their concert or festival journey.
Even Tighter Family Ties
of Hispanic fans agree that music helps them connect with their family.
Two-thirds of Hispanic fans would prefer to attend a Latin show with family over friends.
For a marketer, going beyond the ‘You and a Friend’ prize and offering an ‘Ultimate Family Ticket Pack’ promotion – inclusive of perks like VIP experiences, artist meet-and-greets and/or unique merch – can work to resonate more soundly with the Hispanic community and bring more families together for live events.
Beaming with Local Pride
Hispanic fans love attending local live music events, and are more likely to see concerts and festivals as a place for strengthening their connections with their community and expressing cultural pride compared to other in-person gatherings like sports.
For a marketer, it’s essential to research, integrate and celebrate their local communities and cultures within your campaigns and onsite experiences at live music events. Food and beverages inspired by flavors from different Latino cultures in the local community, or merch and swag reflecting regional styles, are a few ways brands could connect with Hispanic fans more meaningfully.
A Celebration of Identity
The Hispanic community is rich with diversity and intersectionality, and live music experiences are hubs to express cultural roots and magnify cross-cultural identities. These events and the creative expressions of heritage they evoke keep the culture vibrant.
of Hispanic fans agree that live music is important for maintaining and celebrating cultural identity.
agree live music allows me to explore my cross-cultural identity
For a marketer, interactive activations that allow fans to express themselves and celebrate their culture creatively enhance the intensity of these emotional experiences and create richer connections.
Tuning In: How Brands Can Effectively Engage Hispanic Fans
Brands that effectively break through and connect with Hispanic consumers invest time, energy and resources to understand the nuances of our culture and pinpoint methods to elevate the overall fan experience. It’s not enough to just show up during peak moments of the year – having a solid music marketing strategy ensures you resonate year-round. In live music, focus on how your brand can:
Mobilize The Community
90% of Hispanic fans agree that live music events help them connect with their local community. Brands that support these experiences foster the social connections vital to these fans.
Level Up The Experience
87% of Hispanic fans agree a good brand sponsorship enhances the live music experience.
Be Authentic
“I want to see brands with authentic representation, not just stereotypes, having a variety of cultural backgrounds and not one size fits all.” – Elena, Hispanic Fan
Wondering how your brand can make an impact on Hispanic fans’ live music experiences? Brands like Bacardi, Google Pay and Verizon have captured the hearts of Hispanic fans by delivering unforgettable experiences at iconic Latin festivals. Whether it’s the energy of renowned festivals like Sueños and Besame Mucho or the excitement of newcomers like La Onda, these experiences are powerful celebrations of Latin culture where brands can form deeper connections with fans. Find out more at: sponsorshipcommunications@livenation.com
