Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans
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+ Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans
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Do fans care more about headliners or the overall lineup? Is live streaming worth the effort and investment? How can I make sure that my event stands out? The music festival business is booming and there's no sign of it slowing down. We explore the drivers behind the music festival boom and how to take advantage of emerging trends in the space. To uncover the top music festival trends in 2014, Eventbrite teamed up with leading social media research company Mashwork to analyze over 20 million social media conversations about music festivals in the 2013-2014 season. We learned five surprising insights that event organizers, large and small, can put to use immediately to build a thriving, profitable brand and a “no boundaries” live event experience. What you’ll learn: - Who attends music festivals – what they care about, when they're talking, and how to reach them - Why FOMO (fear of missing out) is the festival organizer's best friend, and how to capitalize on remote participation - Why the overall festival experience and lineup matters most to attendees – and how to build your reputation and own your brand - Plus more fascinating facts and actionable recommendations!
Transcript of Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans
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Know Your Audience: The 5 Most Shocking Insights
about Music Festival Fans
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The Opportunity
The music festival business is booming.
1 in 5Millennials attended a music festival in the past year
34%increase in online conversations in the past year
$1.3Bto sponsor music festivals, venues, and tours in 2014
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Research: Genesis and Methodology
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
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Top 5 Most Shocking Insights about Music Festival Fans
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Insight #1: The Overall Lineup and Experience Matter the Most
What Fans Are Saying About Music Festivals
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Insight #2: 54% of the Conversation Happens Before the Event
PRE-EVENT DURING EVENT POST-EVENT
54% 17% 29%
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Insight #3: 23% of Posts are People Participating Remotely
1 in 5posts 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
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Insight #4: 75% of the Online Chatter is Driven by Millennials
1 in 5Millennials attended a music festival in the past year
8 out of 25of the most buzzed-about music festivals were exclusively electronic
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Insight #5: Differentiated Brands Equal Higher Engagement
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Recap: Top 5 Most Shocking Insights about Music Festival Fans
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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Hosting an event?
Talk to an Eventbrite expert at 855-326-9945
We’re available 24/7!
