Music fans are increasingly using live gigs and festivals to discover new artists, new research has claimed.
A study by Eventbrite and MusicWatch revealed that a third of consumers have discovered an unfamiliar artist they liked at a concert or festival as a support or additional act.
Three out of four fans who discovered an artist at a live event told study authors hat they had purchased a ticket to see them play for a second time.
These ‘high-value’ fans are 15 percent more likely to attend two or more concerts per month than fans who discover new music via TV or radio, the research has claimed.
Russ Crupnick, MusicWatch’s managing partner, said: ‘The linear 'play then purchase' model of radio airplay followed by a trip to the record store has been replaced by an approach of cross-pollination.
‘Concert-goers still rely on traditional mediums to learn about music and discover new artists. However, streaming, social and live provide a discovery canvas for a wider set of artists who may not be getting mainstream airplay, ultimately driving more fans to their shows.’
Further findings revealed that more than half of concert goers buy tickets to shows of artists they discovered through music streaming.
Nearly a quarter purchased artist merchandise post-discovery.
Visit Eventbrite to read the full report.
A study by Eventbrite and MusicWatch revealed that a third of consumers have discovered an unfamiliar artist they liked at a concert or festival as a support or additional act.
Three out of four fans who discovered an artist at a live event told study authors hat they had purchased a ticket to see them play for a second time.
These ‘high-value’ fans are 15 percent more likely to attend two or more concerts per month than fans who discover new music via TV or radio, the research has claimed.
Russ Crupnick, MusicWatch’s managing partner, said: ‘The linear 'play then purchase' model of radio airplay followed by a trip to the record store has been replaced by an approach of cross-pollination.
‘Concert-goers still rely on traditional mediums to learn about music and discover new artists. However, streaming, social and live provide a discovery canvas for a wider set of artists who may not be getting mainstream airplay, ultimately driving more fans to their shows.’
Further findings revealed that more than half of concert goers buy tickets to shows of artists they discovered through music streaming.
Nearly a quarter purchased artist merchandise post-discovery.
Visit Eventbrite to read the full report.
