What’s Live Got to Do With It? Everything—For Gen Z Fans in Australia & NZ
New research shows how live music shapes Gen Z’s trust, loyalty, and spending in Australia and New Zealand.
While they may have been the first generation to grow up in a digital world, Gen Z in Australia and New Zealand are all about real-life experiences—and live music is at the top of the list. Many are heading to a new concert every week or month, making it one of their biggest cultural priorities. And this love for live is reshaping how brands can build trust, loyalty, and influence.
Connect by Live Nation’s latest ‘Love Song’ Study – one of the most comprehensive annual looks at Gen Z fans in Australia and New Zealand – unpacks five critical shifts every brand needs to know to stay relevant in 2025.
1. Realness Over Perfection
say realness and authenticity are the most important things in life.
value real-life experiences and taking time away from being online.
cite “transparency” as the #1 factor in trusting a brand.
Why It Matters
This is a no-BS generation. Gen Z will call out inauthentic marketing, overproduced content, and corporate virtue-signaling. They expect brands to prove the value they add by bringing it, not just talking about it.
How Brands Can Take Action
Ditch the corporate polish. Be radically transparent. Brands that own both their wins and their missteps build long-term credibility.
Show up where the real moments happen. From the pit to VIP, venues, festivals, and intimate music experiences offer an authentic way to connect with Gen Z, no matter what genre they’re listening to.
Partner with live music in a way that feels real. Move beyond traditional sponsorships to curate and co-create experiences and content alongside Gen Z.
Brands that embed themselves in music culture rather than just sponsoring it will build trust where traditional marketing falls flat.
2. Nostalgic for An Era That’s Not Theirs
think nostalgia is a trend that’s here to stay.
of Australia’s top 10 TikTok Songs of Summer were 10+ years old.
Australia and New Zealand’s Gen Z fans agree nostalgia is about comfort and connection.
Why It Matters
Gen Z isn’t just rewatching early 2000s shows – they’re reimagining Y2K fashion, rediscovering old-school pop-punk, and turning ‘throwbacks’ like Paper Planes by M.I.A. into chart toppers. Nostalgia is a shortcut to emotion, identity, and connection.
How Brands Can Take Action
Reimagine the past with a fresh spin. Nostalgia marketing works best when it’s not just a rerun, but a remix. Celebrate an era that makes sense to your brand story or lean on your brand’s own nostalgia to connect.
Create interactive nostalgia. Limited-edition drops, exclusive experiences and digital content that blends old-school aesthetics with modern experiences will resonate.
Bridge Millennials and Gen Z. Cross-generational cultural moments – like the resurgence of Y2K fashion or 90s aesthetics – bring depth to brand storytelling.
Nostalgia isn’t about looking backward but letting Gen Z rewrite the past on their terms.
3. Discovery Isn’t Just Digital—It’s Experiential
of Gen Z say they listen to a wide range of genres, and each can reflect their mood or mindset.
are passionate about discovering music, old or new, with more than two-thirds preferring discovery to happen in real life, not just through an app or algorithm.
are finding themselves drawn to different genres recently – like country or Asia Pop.
Why It Matters
Digital recommendations feel predictable and impersonal. Gen Z wants to stumble upon music naturally—through friends, live shows, and cultural moments.
How Brands Can Take Action
Be where discovery happens. Venues, festivals, and community-driven events are Gen Z’s go-to places for finding new music.
Turn activations into discovery hubs. Festival takeovers, pop-up listening lounges, and emerging artist showcases let brands be part of the journey to finding their next favorite artist.
Use live moments to drive digital engagement. The most shareable content starts in real life—brands that create immersive experiences extend their impact far beyond the venue or festival.
For Gen Z, passive scrolling is out, and active discovery is in. Brands that create real-life discovery moments will lead the conversation and shape culture.
4. More Than a Fan Club – It’s Who They Are
Fandom is about connection.
88% say music is one way they express their identity.
2 in 3 Gen Z fans see themselves as Super Fans.
It’s about connection more than just appreciation.
64% of Gen Z agree that they feel like they have a personal connection to their favorite musician.
Why It Matters
Fandom isn’t passive for Gen Z—it’s a core part of who they are. They don’t just listen; they engage, advocate, and build communities around the artists they love. The deeper the connection, the stronger the loyalty, and brands that tap into this emotional investment can create lasting impact.
How Brands Can Take Action
Create spaces for connection. Whether at concerts, festivals, or online, brands that facilitate fan-to-fan and artist-to-fan interactions become part of the experience.
Support fan-driven culture. From remix challenges to UGC campaigns, brands that amplify fan creativity strengthen their connection to the community.
Be a fan. To know this audience, you need to become part of it. When brands get involved in music culture, they build real trust and credibility with Gen Z fans.
For Gen Z, fandom isn’t just about admiration—it’s about identity. Brands that fuel these connections will build loyalty that lasts.
5. Live Music Is Gen Z’s Ultimate Passion
of Gen Z in Australia & New Zealand attends live music events weekly or monthly.
trust their favorite artists highly, making musicians some of their most influential role models.
of Gen Z concertgoers attend shows solo, drawn by the energy, excitement, and the chance to connect deeply with the artists they love.
Why It Matters
After years of digital saturation, Gen Z is reclaiming real-life moments. Live music isn’t just a pastime—it’s a defining part of their identity, a space for self-expression, and a way to build meaningful connections.
How Brands Can Take Action
Create onsite moments worth sharing. Gen Z still lives online but wants their social content rooted in real experiences like concerts and festivals. Show up onsite and live to bring millions of eyeballs to your brand.
Elevate with exclusivity. Offering Gen Z fans exclusive live music perks like behind-the-scenes access, presales, and money-can’t-buy experiences deepens their connection to the artists they love. It has a positive halo effect on your brand. By creating memorable, personalized experiences, brands can turn fans into lifelong advocates.
For Gen Z in Australia and New Zealand, the future isn’t digital—it’s live. Brands that invest in real-world experiences will lead.
Gen Z Isn’t Just Listening – They’re Leading the Conversation
For brands, the message is clear: Gen Z fans in Australia & New Zealand aren’t interested in passive marketing. They want brands that show up where culture happens, co-create instead of dictate, and fuel the real-life experiences that matter most to them. Live music is their playground for discovery, identity, and connection—and brands that embed themselves authentically in this space will earn trust, loyalty, and influence that lasts a lifetime.
