There’s no energy like summer energy. The barbecues, beach days, festivals and concerts can bring people together like no other season.
But summer has had a different energy lately—more vibrant and exciting than in previous years. After being confined for so long, people want to connect IRL (in real life) around live events and they want brands to come along to enhance their experience.
SXM Media’s Culture Trends Report highlights “IRL Energy” as one of the five consumer trends making waves throughout audio and culture. As temperatures rise, summer hits drop and venues fill up, the time is right to turn up the volume of your brand communication.
Capitalize on the demand
The current demand for concerts and festivals is unlike anything the industry has ever seen: Any luck getting tickets to any shows lately? People spent months listening to their favorite artists in isolation, and now that they can share this experience with others. Nothing can stand in their way.
The demand for in-person experiences wins over virtual ones as people place a higher value on genuine human interaction.
In an SXM Media Culture Trends study, 65% of people said they enjoy attending in-person live music events and concerts. One listener expressed their excitement for live experiences: “I am excited to attend live culture events more and more—music concerts, dance performances, theater, fairs, festivals and films. I did about 1-2 a month this year and will be returning to 2-4 times a month starting soon.”
With 78% saying they have fond memories of concerts and live music events they’ve attended, it’s clear they’re not only wearing their experiences as a badge of honor; they’re creating memories that last a lifetime.
Brands can capitalize on this excitement by giving consumers a front-row seat to these experiences, from creating a live music event from scratch to enhancing an existing event franchise with branded activations.
Bring IRL online
A few years ago, people were excited to get a taste of live events in whichever way they could, allowing virtual experiences to rise in popularity. But today, the demand for in-person experiences wins over virtual ones as people place a higher value on genuine human interaction.
SXM Media’s research revealed that only 26% of listeners expressed interest in virtual concerts, and only 8% were interested in engaging with the metaverse, especially Gen Z.
Does this mean that virtual events are over? Probably not. While they may not be a slam dunk in isolation, virtual events are a great way to extend an in-person experience to a sub-segment of event lovers who can’t attend in person but still want to be part of the experience.
Enjoy the afterglow
The feeling one gets from screaming the lyrics to a song alongside thousands of other fans is irreplaceable and can last long after the lights come on and the parking lots are empty. As a result, 70% of people listen to artists after the event ends, giving brands a chance to extend the longevity and impact of their activations.
Remember the frenzy created by Taylor Swift’s Eras Tour? Just the excitement and frustration that came with getting or not getting a ticket to the tour drove a 116%-plus increase in Taylor Swift stations created on Pandora. And as Olivia Rodrigo’s Sour Tour hit stages across the country, her stations on Pandora grew by 67%-plus.
Brands can enjoy the afterglow by surrounding these post-event spaces. Sponsoring a playlist or station relevant to the event or artist or simply serving consumers content from the event can extend a brand’s presence beyond the live environment.
The importance and value of live events is nothing new. Still, it is easy to forget how effective they could be as we get caught up in the latest digital experience or technology. Thankfully, young generations appreciate the simple things and will always remind us of the most important currency: connection.
