Think about the last time you saw a live concert in-person. Where were you? Who was performing? How did it make you feel?
I immediately channel that endorphin-fueled, indescribable high that happens when we experience music moments together. It’s the roar of the crowd as the lights dim and the guitarist strums the first chords; lyrics being sung in unison from the top of our lungs; a sea of cell phones swaying in the air; and of course, collectively losing our minds when a surprise guests takes the stage.
The elimination of live music—along with the tangible energy that is synonymous with those experiences—was one of the biggest voids so many of us felt over the pandemic. However, the time has come to finally celebrate the return of live music and fans couldn’t be more ready.
What music fans want
As Covid restrictions ease and vaccinations continue to increase, you can hear the collective sigh of relief as everything is beginning to feel alive again.
The music industry is no exception. Major music festivals like Bonnaroo, Life is Beautiful and Governor’s Ball are coming back in full force this fall. Broadway is opening its theaters to full capacity. Many artists have already released tour dates and started selling tickets for the second half of 2021. President of Live Nation, Joe Berchtold, told CNN, “Our festivals have been selling out faster than ever before … and leading into this fall and ’22, we expect to be our largest years ever.” After the Dark Ages of Covid-19, the Renaissance period of live music is here.
But after a year-plus of stay-at-home orders, the music industry can’t help but wonder: What does the future of live events look like in a post-vaccine world? How are consumers going to react? And at what point should brands start to get involved?
Using Soundboard, Pandora’s exclusive online research panel, we surveyed thousands of listeners aged 18-plus to understand their attitudes towards live and virtual music events. The results are in—some of which surprised us—and here are a few highlights from our findings:
Two-thirds of Americans are ready to head back to live music events: It’s been far too long since we’ve experienced a live concert, and the majority of fans are itching to get back to seeing their favorite artists perform live. In fact, more than two in five have already purchased (or plan to purchase) tickets for in-person concerts this Summer, and that number only continues to grow as we get further into the year and people get more comfortable.
Vaccinations are the favored safety measure: When asked what makes our panelists most comfortable attending a live music event, the leading response was “being vaccinated myself.” Other considerations like outdoor venues, hand sanitizing stations, mask wearing requirements and temperature checks were also important, but ultimately the vaccine gives fans the strongest peace of mind. What’s most interesting is that they favored these requirements over ones that were more aggressive (i.e., proof of vaccines/negative Covid-19 tests) or might prevent them from getting to share in the experience with fellow fans (i.e., reduced venue capacities or requiring fans to stay within designated concert pods).
Gen Z will be first in line to see their favorite artists IRL: I think it will come as no surprise that Gen Z listeners are even more ready to return to live concerts than the rest of the population, with half stating they’ve already purchased (or are planning to purchase) concert tickets this Summer. Attending concerts and music festivals is not only a social activity, but a rite of passage. In fact, they’re planning to attend more live music events in the future to make up for experiences they feel they’ve lost out on. Brands seeking to connect with this group of younger consumers should take note and lean into opportunities that help fuel those experiences.
Get your brand in on the action
As the mass exodus from homes to concert venues ensues, experiential marketing is poised to channel 2020 Taylor Swift and “come back stronger than a ‘90s trend.” Brands that get in on the ground floor of this movement will have a first-mover advantage, cementing themselves in the hearts and minds of fans as they return to live events. Not only will your brand benefit from fans having the ability to see and interact with your product in a live environment—think about the brand affinity and loyalty that will be built if your brand is the one to help facilitate or enhance a fan’s first post-pandemic concert.
Think about the brand affinity and loyalty that will be built if your brand is the one to help facilitate or enhance a fan’s first post-pandemic concert.
Brands will want to be thoughtful about the events and activations they sponsor to ensure sensitivity to this new Covid-conscious era. Gone are the days when fans would jump into a crowded ball pit photo booth; instead, consider leveraging touchless activations, open air spaces and limited use of shared props. Perhaps think about how to create more intimate, exclusive VIP experiences for smaller audiences than focus solely on achieving scale through large events or festivals.
For brands who are more hesitant to jump back into experiential marketing, consider taking a more functional approach by helping consumers feel safe in this new environment. Be the brand that offers sanitizing stations, clean restrooms, masks with designs inspired by the artist/genre/location or special socially distanced seating sections that help consumers feel more at ease. It may feel more rudimental, but this approach can help brands earn major credibility with more cautious consumers as part of their re-entry into live events.
We also have to recognize there are still large segments of consumers who will continue to feel more comfortable attending virtual concerts from the comfort of their couch. In fact, 78% of our panelists plan to tune in to virtual concerts from their favorite artists even after in-person concerts return. Brands can also play a crucial role helping these folks still feel connected with other fans and the artists they love.
Whether your brand allows fans from across the country to tune-in to a live stream, chat with their favorite artist through a virtual meet-and-greet or get a backstage tour from their living room, there are plenty of ways your brand can super-serve these fans with unique virtual experiences.
Change brings opportunity
There is a lot to consider, but one thing is certain: The pandemic unleashed massive change that has allowed for more experimentation, innovation, flexibility, and the courage to inform new formats, use cases, and brand integrations. Drawing inspiration from both the old (linear TV) and the new (social/gaming), we’ll continue to see the evolution of not only event formats (whether in-person, virtual or a hybrid), but also the interaction among participants and how we experience live music together.
Brands with the appetite and aptitude for change (paying thoughtful attention to the varying need-states of consumers based on their comfort level) will be the ones who come out on top. However you decide to get your brand involved, don’t wait. Run (don’t walk!) to the next concert event and help fans create their next unforgettable music memories.
