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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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