While many music fans appreciate the value of the concert experience, a new study quantifies “The Power Of Live.” A partnership forged by Live Nation and research agency Culture Co-op documented trends and behaviors of 22,500 music fans between the ages of 13 and 65 in 11 different countries. Live music help makes fans feel alive as 71% of respondents to the study agree “the moments that give me the most life are live music experiences.”
Live Nation identified a number of key takeaways from the study. One of the more interesting results is that “respondents reported that they were 10% more likely to value live music over sex.” Live music was also found to create more intense emotions than streaming music and playing video games.
Proven through a biometric experiment that studied fans in their element at a live concert, nearly 70% of participants showed significant synchronization of body movements which served as a proxy for oxytocin, the hormone that facilitates bonding and human connection. And the feeling is lasting – even after the encore participants had a mood increase of 5X compared to how they felt before the show.
Furthermore, “The Power Of Live” found “the emotional intensity of live music opens the mind to new ideas” and “live music fans are cultural catalysts.” Other fun facts include 72% of Gen Z/Millennials have driven over 100 miles to attend a live music event and 85% of respondents have purchased new clothes to wear to a live music event. Head here for more from Live Nation and Culture Co-op’s study.