- 74% of Gen-Z festival attendees agree they are more open to new ideas at live music events
- 83% of 18-34-year-olds value brands that offer exclusive perks or discounts at the live events they attend
- 76% agree that they are more likely to purchase or use products from brands that offer a chance to win tickets to live music events


Festivals and gigs may be the best way for brands to engage with Gen-Z audiences, as three quarters (74%) of Gen-Z festival attendees agree that they are more open to new ideas at live music events.
New research, conducted amongst festivalgoers at American Express presents BST Hyde Park by AEG Global Partnerships, the sponsorships arm of AEG Europe, suggests hard-to-reach Gen-Z audiences are more receptive to new brands, products and experiences.
Brands that enhance attendees’ experiences at live music events have an opportunity to build lasting relationships, particularly amongst with younger audiences. More than four in five (83%) of those aged between 18 and 34 agreed that they value brands that offer exclusive perks or discounts at the live events they attend.
Just the possibility of being able to see their favourite artists live is enough to tempt young music fans towards brands. Three quarters (76%) of 18-34 year olds agreei that they are more likely to purchase or use products from brands that offer a chance to win tickets to live music events.
Paul Samuels, Executive Vice President at AEG Global Partnerships, said: “Gen-Z is one of the hardest audiences to reach, but when they are at live events, they are more open-minded to new ideas and products, which presents a great opportunity for brands to grow their customer bases.
“Ultimately, people come to festivals to have fun, and brands that can help to take the experience to the next level are valued and remembered long after the event is over, resulting in long-term loyalty.”
Association with a festival can change brand perceptions across all age groups, not just Gen-Z. Among attendees that recalled a brand at BST Hyde Park, the perception of the brand as ‘exciting and fun’ soared by 61 per cent, while the view that the brand is ‘different from other brands’ increased by 51 per cent. Brands that were recalled on site by fans also experienced an average trust uplift of 36 per cent.
Paul Samuels continued: “The latest IPA Bellwether report showed that brands are recognising the value of events and revising their budgets upwards to take advantage of the benefits they offer.
“Events partnerships are incredibly versatile, allowing brands to shape their activations in a way that builds on their overall brand or marketing objectives – and with a well-loved and respected festival like BST Hyde Park partners also benefit from a halo effect when it comes to how they are perceived by fans.”
-ENDS-
For further information:
Beth Hardwick, Visible PR – +44(0)7710 529 953 / beth.hardwick@visiblepr.co.uk
About AEG Global Partnerships
AEG Global Partnerships oversees the worldwide sales and servicing of sponsorships for AEG’s entire portfolio of assets. Creating customised and innovative marketing programs for established and emerging brands it has created some of the most iconic brand partnerships in the entertainment industry, including The O2 in London and Coachella Music Festival.
Overall, the division manages naming rights deals, premium seating and other strategic partnerships. Through its worldwide network of venues, portfolio of powerful sports and music brands and its integrated entertainment districts, AEG entertains more than 160 million guests annually. More information about AEG Global Partnerships can be found at www.aeggp.com.
About AEG Europe
Headquartered in London, AEG Europe is a subsidiary of AEG, the world’s leading sports and live entertainment company. AEG Europe’s extensive portfolio of live entertainment and sports assets across the region includes: an array of best-in-class venues, such as The O2 and Eventim Apollo in London; Barclays Arena in Hamburg; Uber Arena, Uber Platz and Uber Eats Music Hall in Berlin; and Accor Arena in Paris; as well as renowned music festivals, including American Express presents BST Hyde Park in London and Rock en Seine in Paris. Our venues host some of the world’s best sports events and are home to prestigious sports franchises, including AEG’s own Berlin Eisbären ice hockey team at the Uber Arena.
Colleagues across Europe work together to create world-class live entertainment and sports experiences. AEG’s venue teams develop and operate best-in-class arenas and districts; AEG Presents promotes and manages concerts and tours, oversees renowned venues and produces some of the world’s leading music festivals; AXS Ticketing connects fans to events through specialist technology solutions; and AEG Global Partnerships links corporate brands into the company’s world-leading network of assets.
More information about AEG Europe can be found at www.aegeurope.com.