New global report explores why real-world experiences are gaining value as more of life moves online.
Live music is emerging as an increasingly important escape from everyday life, reflecting a much larger cultural shift playing out around the world. As more of life moves online, people are placing greater value on experiences that feel unmistakably real. The Return to Real, a new global report from Live Nation for Brands, explores this shift and what it means for brands.
The research, drawing on multiple surveys of tens of thousands of fans worldwide, finds that live music ranks as the #1 form of entertainment globally, ahead of cinema and professional sports. In the UK, it is also the #1 entertainment type for growing in popularity and for helping people step outside everyday life.
Concerts and festivals are increasingly seen as life milestones, with 97% of UK fans attending to create lasting memories and 96% to have new experiences. As technology becomes more deeply woven into everyday life, live music offers something distinctly physical and shared: artists and fans coming together in the same place for an experience that cannot be replicated online.
“People can do almost everything from their phones now,” says Russell Wallach, Global President, Live Nation Media & Sponsorship. “That’s exactly why the things worth leaving home for matter more than ever. The brands building lasting loyalty are becoming part of those experiences.”
The report also points to a significant opportunity for brands at a time when traditional customer loyalty is being challenged. While 76% of UK live music goers are engaging more with loyalty programmes than they did a year ago, 66% say they are less loyal to any single brand than they used to be.
Live music benefits could help brands bridge that gap. Some 96% of UK live music goers say live music perks would make them sign up for a brand’s loyalty programme, while 94% would switch programmes to access them. Eight in ten (80%) would feel more positively about a brand offering live music loyalty perks, and 81% say brands offering these benefits are more in touch with their generation.
Brands across industries are already exploring how live experiences can strengthen customer relationships.
Reserved by Spotify is using its digital platform to connect fans with live experiences. “There’s just no replacement for the live music experience,” says Jon Ostrow, Spotify’s Head of Business Development, Live Music.
“Obviously, we’re a digital platform, and we’ve got thousands who are thinking deeply daily about how to create a more robust digital environment, but we’re starting to see how digital and live can go hand in hand, creating a better experience both offline and online.”
Mastercard sees exclusive access becoming a new form of loyalty. “As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty,” says Monica Biagiotti, EVP, Global Consumer Marketing and Sponsorships.
“Whether it’s traveling to experience a bucket-list concert, discovering a new destination through music, or sharing an unforgettable night with friends and family, these experiences create lasting memories. Through the Priceless Platform and our partnership with Live Nation, we’re making those moments more accessible for millions of cardholders around the world.”
Lowe’s is extending loyalty beyond the store. “Products may bring someone through the door, but experiences are often what make them want to come back,” says Amanda Bailey, VP of Customer Marketing and Loyalty.
“Music connects people through emotion. Almost everyone has a song, an artist or a concert that means something to them. Live music gives us a chance to surprise and delight our loyalty members with experiences and benefits that make those moments even better.”
Across industries, brands are finding new ways to make live experiences part of how they build customer relationships. The Return to Real explores what fans value about experiences they can see, feel and share for themselves, and what that shift means for brands.
Download The Return to Real here.
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