Gen Z Loves Live Music, new study confirms

More than any other generation, music is a central component of Gen Z identity and happiness, according to a new study. 87.9% of those surveyed said that music moulds their personal identity and helps them navigate life.

Gen Z, or Generation Z, is the generation born between the mid-to-late 1990s and the early 2010s. They are also known as “digital natives” because they are the first generation to grow up with the internet from birth.

67% of Gen Z are Superfans

Gen Z music fans want to feel close to their favorite artists with 67% of survey respondents classifying themselves as Superfans.

“Gen Z fandom is rooted in deep connection and shared experiences with the community around them,” said Kristy Rosser, SVP at Live Nation AU and NZ who conducted the study. “Our research shows that fans actively seek this connection with brands, particularly when it comes to enhancing the culture and atmosphere of an immersive experience, such as live music. There’s no better way to build long-term trust and loyalty,”

Some other key Gen Z study findings:

• they are fine with brands as part of their live experiences particualrly when the provide functional support like phone charging stations
• presale ticket access is very popular
• experiential activations and sustainability efforts both get high marks

Of course, wanting to go to live shows and spend

A recent UK’s Night Time Industries Association (NTIA) found that 61% of respondents said they have been going out less frequently in the last year, with 68% saying the current economic climate is the reason

The full study well be released the week of March 11th

Bruce Houghton is the Founder and Editor of Hypebot, a Senior Advisor at Bandsintown, a Berklee College Of Music professor and founder of the Skyline Artists Agency