Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans
The Opportunity 2 The music festival business is booming. 1 in 5 Millennials attended a music festival in the past year 34% increase in online conversations in the past year $1.3B to sponsor music festivals, venues, and tours in 2014
Research: Genesis and Methodology 3 Our goal: Understand music festivals through the lens of social media. Part 1 – Conversation analysis: August 6, 2013 to August 5, 2014 20 million public Facebook, Twitter and online forum conversations Themes: where in time conversation took place, drivers of positive sentiment Part 2 – Audience demographics: Sample: 9,000 Twitter users who had discussed at least one music festival Derived demographic information Analyzed Twitter behaviors, including number of followers number of tweets per day, and accounts they follow
Top 5 Most Shocking Insights about Music Festival Fans 4 ? ? ? ? ?
Insight #1: The Overall Lineup and Experience Matter the Most 5 What Fans Are Saying About Music Festivals
Insight #2: 54% of the Conversation Happens Before the Event 6
Insight #3: 23% of Posts are People Participating Remotely 7 1 in 5 posts came from people expressing FOMO (Fear Of Missing Out) 70% of people say they are more likely to attend a future live event after participating online Source: Eventbrite Harris Interactive survey of 2,000 U.S. consumers, July 2014
Insight #4: 75% of the Online Chatter is Driven by Millennials 8 1 in 5 Millennials attended a music festival in the past year 8 out of 25 of the most buzzed-about music festivals were exclusively electronic
Insight #5: Differentiated Brands Equal Higher Engagement 9
Recap: Top 5 Most Shocking Insights about Music Festival Fans 10 The overall lineup and experience matter most. 54% of the conversation happens before the event. 75% of the online chatter is driven by Millennials. 23% of posts came from people participating remotely. Differentiated brands equal higher engagement.
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