Who Are Today’s Music Fans? Getting to Know Concertgoers to Build a Music Sponsorship Strategy
- May 24, 2024
- SponsorPulse Staff
In the entertainment business, understanding your target audience is the golden rule of any marketing strategy.
For music sponsors seeking to amplify their reach and resonance, delving into the persona behind concert and music festival attendees is a strategic need.
In addition, SponsorPulse’s Benchmark Report highlights that music is an effective way of delivering sponsorship impact.
With insights from concertgoers in the US and Canada, let's unpack who these faces in the crowd are, what drives them, and how brands can craft effective sponsorship strategies to engage with them.
Connecting Through Music
Concert attendees in Canada and the US share a common thread—a genuine desire to connect with friends and family.
Survey respondents suggest that among those who attend music events, concerts, or festivals, they prioritize spending quality time with friends and family.
This insight also implies that music festivals and concerts can offer opportunities to strengthen bonds with friends and family. In other words, they are a shared social experience fuelled by music.
Young, Wild, and Free
Interestingly, Canadian data points towards a prevalence of social media app usage and individuals who often go on dates, suggesting a predominantly young and single demographic eager to share experiences and forge connections.
Hence, tailoring brand strategies and crafting the messaging and marketing for millennial and Gen Z concertgoers becomes crucial to its reach and quality.
Strong Social Conscience
SponsorPulse insights found an exciting takeaway: music aficionados fiercely support initiatives with the potential to impact the world positively.
Environmental initiatives, children's programs, equal rights movements, community development, and mental health support all find favor among this audience.
A prime example that hits this sweet spot is Live Nation's partnership with HeadCount, a non-profit organization that uses voter registration drives at concerts to increase civic engagement.
Aligning your brand with causes that resonate with music fans can be a powerful way to build deeper, more meaningful connections.
Linking Sports and Music
SponsorPulse insights reveal the multifaceted lifestyle of the typical concertgoer.
Beyond the pulsating rhythms of live performances, concert attendees revel in many athletic and leisure pursuits.
For example, in the US, concertgoers strongly connect to amateur and recreational sports, with high participation rates in basketball, baseball, soccer, and tennis.
This overlap between sports and music presents a golden opportunity for brands seeking to engage health-conscious individuals inclined to teamwork and competition.
The Lifestyle
In addition to sports, concertgoers enjoy various relaxation activities, including cooking, take-out, reading, podcasts, gardening, and video games.
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This diverse audience with a wide range of hobbies allows brands to connect with a demographic on multiple levels.
The Bottom Line
Understanding the concertgoer’s demographics, values, interests, and preferences allows music sponsors to orchestrate impactful sponsorship strategies.
By aligning with causes they care about, offering experiences that enhance the social aspects of the event, and catering to their broader lifestyle interests, brands can forge meaningful connections with music fans that transcend the confines of the concert venue or festival grounds.
Build Your Music Strategy
As companies figure out how to sponsor music events, leveraging the power of data to make decisions becomes essential to the strategy.
To navigate the world of music event sponsorship, tapping into valuable research becomes crucial in making informed decisions. SponsorPulse's Benchmark Report provides invaluable insights and analysis, empowering brands to ensure maximum impact and resonance in the vibrant world of music festivals and live events. Check out SponsorPulse's Benchmark Report to learn more.