Live music is one of the most “powerful human experiences,” according to a new global study by Live Nation.
The Power of Live is a global study that captured trends and behaviours of 22,500 live music fans, from 11 countries, ranging ages 13 to 65. Conducted in partnership with research agency Culture Co-op, the findings revealed that in today’s digital age, live music is more necessary than ever and creates the “ultimate human connection.”
Seventy-one per cent of participants agreed that the moments that made them feel most alive are live music experiences, with people claiming that music drives identity more than their hometown, politics, race or religion.
Live Nation said: “Though technology has made it easier than ever to connect TO people, it is harder than ever to connect WITH people. In today’s fractured world, live music is more important as a unifying force than ever before.”
The study reported two-thirds of Gen X, Y and Z (spanning ages 13-49) go to at least one concert or festival a year, with a majority of those that attend going to multiple events. Live Nation said it sees this growing demand reflected in the sheer number of fans coming out to concerts and festivals, with event attendance jumping to 86 million in 2017, a 21 per cent increase from the prior year.
Nearly 70 per cent of participants showed significant synchronisation of body movements which served as a proxy for oxytocin, the hormone that facilitates bonding and human connection, reportedly proven through a biometric experiment that studied fans in their element at a live concert.