Insight of the Day: It’s time to forget everything you think you know about live music fans
- InsightTrendsWorld
- May 22, 2024
- 2 min read
This article emphasizes that live music fans are a diverse group and challenges the stereotypes often used by marketers. It reveals research done by Live Nation UK that identifies six distinct segments of live music fans:
1. Relentless Enthusiasts:
Passionate about live music and new experiences
Outgoing and spontaneous
Enjoy shopping and have disposable income
2. Hyped Curators:
Follow trends and attend various live events (music, sports, comedy)
Seek the latest products and embrace new brands
Image-conscious and social
3. Experience Embracers:
Successful professionals looking to unwind
Value variety, excitement, and exploring the unknown
Open to new brands that align with their values
4. Mass Mainstreamers:
Enjoy the atmosphere and live music of big-name concerts and festivals
Not necessarily trendsetters but loyal to brands they trust
5. Music Aficionados:
Music is a significant part of their life
Discover new music before it becomes mainstream
Loyal to brands they know and trust
6. The Sidekicks:
Attend live music events to spend time with loved ones
Derive joy from seeing others enjoy the music
Prioritize family and financial security
Key takeaways for brands:
Don't rely on stereotypes: Marketers need to understand the diverse motivations and behaviors of different live music fan segments.
Tailor your approach: Create campaigns and activations that resonate with the specific needs and desires of each segment.
Understand emotional drivers: Identify the underlying emotional drivers and human needs that motivate each segment to attend live music events.
Focus on engagement: Build meaningful partnerships and experiences that resonate with each fan type.
By understanding these segments and their unique characteristics, brands can create more targeted and effective marketing campaigns that resonate with live music fans and drive better results.
The article concludes by encouraging brands to rethink their assumptions about live music fans and adopt a more nuanced approach to their marketing efforts.
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