Live Music Consumers Who Are They?

November 2017 AUDIENCENET | LIVE MUSIC CONSUMERS 3

SAMPLE

3,014 Respondents

A statistically and demographically representative sample of the US population.

All respondents had online access.

GENDER AGE

16-24 17% 25-34 17% Male Female 35-44 16% 51 49 45-54 18% 55-64 15% 65+ 16%

REGION INCOME

< $15K 8% $15K to $24,999K 9% NORTHEAST 18% $25K to $34,999K 11% MIDWEST 22% $35K to $49,999K 15% SOUTH 37% $50K to $74,999K 25% $75K to $99,999K WEST 23% 16% >$100K 18% AUDIENCENET | LIVE MUSIC CONSUMERS 5 LIVE ATTENDEE PERSONAS Our data revealed the following archetypes for five core musical genres

G

GIG/CONCERT MUSIC FESTIVAL COACHELLA LOLLAPALOOZA WARPED TOUR ATTENDEES ATTENDEE ATTENDEE ATTENDEE ATTENDEE (GIG-GOER) (FESTIVAL-GOER)

GENDER Both Both MaleFemale Both Female

AGE 16-44 16-34 16-24 or 35-44 16-24 16-34

LISTENS TO Radio & On-demand streaming On-demand streaming YouTube, Spotify iTunes Pandora & Spotify Facebook, Spotify, iTunes

SOCIAL PLATFORM Facebook & Twitter Instagram Instagram & Snapchat Snapchat Instagram & Twitter

FAVOURITE GENRES Rock Indie Pop Rock Alternative Pop Hip-Hop/Rap Hip-Hop/Rap Singer-Songwriter Heavy Metal Indie Dance EDM Indie Punk/New Wave

ADVOCATES OF Google Gatorade Apple Facebook Microsoft Target Playstation Starbucks Samsung Ebay HBO MTV Nike Adidas Xbox AUDIENCENET | LIVE MUSIC CONSUMERS 7

SECTION 1: Live Music Purchasing AUDIENCENET | LIVE MUSIC CONSUMERS 9

DEFINITIONS: PURCHASING

Tickets to concerts/gigs were the third most 1 in 5 16-44 year olds had purchased a ticket purchased music products at 17%, while 7% to a music concert/gig over the past 6 months.

purchased a ticket to at least one festival. Ticket purchasing, for both music concerts/gigs and festivals, peaked among those aged between 16 – 44, before dropping within the older age groups. All respondents were asked which, if any, music-related products they had purchased over the past 6 months.

Over half of the sample (58%) had purchased or been given a music related product over the past 6 months. TOTAL 16-24 25-34 35-44 45-54 55-64 65+

CD Albums/ Singles 25

MP3/Download singles/tracks 19 2 2 2 19 17 Tickets for music/ concerts / gigs 17 16

MP3/Download albums 14 9 9 9 50 46 36 33 7 Music DVDs 9 8 6 6

Music Merchandise items 9 2 Satellite Radio (Sirius XM etc) Tickets for festivals 7 Tickets for music/ concerts/ gigs Tickets for festivals Pre-paid Music voucher 7

Vinyl Albums 5

Music streaming subscription gift card 5

Vinyl Singles 2

None of the above 42

Question: Which of the following music products have you acquired for yourself or been given as a present in the past 6 months? Question: Which of the following music products have you acquired for yourself or been given as a present in the past 6 months? Base: 3,006 Respondents Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 11

TOTAL SPENDING DISTANCE WILLING TO TRAVEL

Expectantly, spending increased Festival and music gig/concert ticket purchasers the more expensive the product. were then asked how far they were willing to travel to attend their chosen event. Those who had bought/gifted each product over the past 6 months.

Expensive items such as gig tickets and festival tickets attracted the highest amount Over half of festival ticket purchasers (51%) were willing to travel over 100 miles to of spending. 84% had spent at least $40 on gig tickets, and importantly, of that 84%, attend their chosen festival. Of this, a fifth (21%) were willing to travel over 300 miles. 54% had spent over $100. Festival tickets showed a similar, yet slightly reduced, By comparison, gig/concert ticket attendees were less willing to travel long distances, trend; 73% had spent at least $40, and of that 73%, 42% had spent over $100 . with 40% travelling over 100 miles.

LIVE MUSIC ATTENDEES (%) Tickets for music/ concerts/gigs 6 3 2 6 30 54

Tickets for festivals 10 6 5 7 31 42 TO A FESTIVAL TO A GIG/CONCERT

Music merchandise items 5 9 10 27 30 19 2 10 miles or Under 2 Vinyl items 8 10 16 23 31 12

18 Music streaming subscription gift card 13 20 19 15 25 8 11-50 miles 24

Music DVDs 13 19 20 20 24 5 31 51 - 100 miles CD albums/singles 10 17 22 21 23 7 34

Pre-paid music voucher 15 17 22 21 23 7 30 101 - 300 miles 25 Vinyl singles 18 31 15 14 18 5

MP3/Download albums 13 13 27 23 18 16 4 More than 300 miles 11 MP3 Download singles/tracks 13 44 19 14 8 1 8 Abroad NOTHING 1¢-$9.99 $10-$19.99 $20-$39.99 $40-$99.99 $100+ 5

Question: Roughly how much have you personally spent on the following in the past 6 months? Question: In general. How far are you willing to travel to attend a music concert /gig? In general, how far are you willing to travel to attend Base: Various – those who bought each product a music festival? | Base: 522 Concert/gig attendees. 205 festival attendees AUDIENCENET | LIVE MUSIC CONSUMERS 13

SECTION 2: ATTENDEES ARE Live Music HEAVILY ENGAGED Attendees Live music attendees, to both gigs/concerts and festivals, were considerably more engaged with music than the national population, over-indexing on agreement with each of the tested statements.

Here respondents were asked whether they agree or disagree with a range a statements relating to the role music plays in their lives. These were then used to determine the level of engagement each respondent had with music.

Total Gig Goers Festival Goers

MY FRIENDS OFTEN ASK ME ABOUT NEW MUSIC 27% 41% 47%

MUSIC IS CENTRAL TO MY LIFE 40% 58% 53%

I KNOW MORE ABOUT MUSIC THAN MOST PEOPLE I KNOW 31% 47% 55%

MUSIC IS MY FAVORITE KIND OF ENTERTAINMENT 38% 50% 49%

I ACTIVELY SEARCH FOR NEW MUSIC 35% 50% 49%

Question: To the nearest 15 minutes, how is your viewing time normally split between the following sources? Other NET* includes: ‘Other’, Tumblr, Vimeo, Twitch, Musical.ly | Base: 2,550 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 15

AND THEY ARE HEAVY FESTIVAL GOERS MUSIC PURCHASERS ARE MEDIA HUNGRY

Reflective of their higher engagement with music, festival attendee segments Respondents who carried out each the tested listened for 192 minutes and festival attendees were more likely to have purchased a music related product. activities were then asked how long they roughly listened for 227 minutes, both significant over- spend doing each in a typical day. Responses were indexes. Particularly popular items included tickets for music/concerts/gigs (between accumulated, allowing the average time listening 50%-70%), Music Merchandise (between 40%-50%) and Vinyl Albums (around 20%). With the exception of ‘terrestrial’ television, (in minutes) to be calculated. festival attendees spent longer consuming all MUSIC PRODUCT PURCHASING (%) Both gig and festival attendees spend longer media types in a typical day. Over-indexing on listening to music than the average American. time spent watching episodes/films on online 28 42 CD Albums/ Singles 38 While the average American listens to music for an video platforms, playing video games and v 46 average 162 minutes a day, gig/concert attendees viewing social media content. TOTAL 19 34 MP3/Download singles/tracks 26 COACHELLA 35

17 LOLLAPALOOZA 56 AVERAGE TIME SPENT ON EACH ACTIVITY (%) Tickets for music/ concerts / gigs 65 67 WARPED TOUR 14 30 TOTAL GIG-GOERS FESTIVAL GOERS MP3/Download albums 26 35 237 9 24 222 224 227 Music DVDs 28 20

9 48 193 Music Merchandise items 43 44

7 162 100 Tickets for festivals 100 143 144 145 100 135 7 125 118 24 114 Pre-paid Music voucher 23 115 22 104 5 20 Vinyl Albums 20 24

5 18 Music streaming subscription gift card 23 17

2 8 Vinyl Singles 14 6 42 Watching terrestial Listening to Watching Playing video Viewing social 0 None of the above 0 TV music episodes/films on games media content 0 online platforms

Question: Which of the following music products have you acquired for yourself in the past 6 months? All those who carry out each activity in a ‘typical’ day Base: 3,006 Respondents Base: 2,968 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 17

Again, given their aforementioned increased engagement ATTENDEES ARE with music, attendees were more likely to listen to online BIG LISTENERS platforms, than the average American. YouTube, Spotify, iTunes and Podcast(s) recorded the most significant over-indexes amongst both gig-goers and festival-goers, as well as Pandora amongst latter segment. Although wider gig-goers and festival-goers recorded higher usage levels of digital files, usage dropped amongst the individual segments

Given their aforementioned increased engagement ‘Weekly reach’ can (Coachella, Lollapalooza etc.). Here, Coachella attendees were again the heaviest users, with their usage be defined as: used peaking across most platforms. The exception being Vinyl, which was particularly popular amongst with music, gig and festival attendees were more at least once, for five minutes or more, Warped Tour attendees (13% vs 3%). over a weekly likely to listen to each radio format, over a weekly period. period*, than the national population. TOTAL GIG-GOERS FESTIVAL GOERS COACHELLA LOLLAPALOOZA WARPED TOUR 72 71 Key stand-outs were AM/FM Radio stations streamed online and other internet 65 63 61 Total Gig-goers Festival goers Coachella Lollapalooza Warped Tour radio (Pandora etc.), where over-indexes were the most prominent. 58 54 53 49 50 In terms of individual attendee segments, Coachella attendants were the heaviest 45 46 41 40 39 users, recording the peak usage levels across all radio formats, except Radio via TV, 36 31 34 34 where Warped Tour attendees reined. 29 24 26 21 19 WEEKLY REACH (%)

TOTAL GIG-GOERS FESTIVAL GOERS COACHELLA LOLLAPALOOZA WARPED TOUR YouTube Pandora Spotify Facebook 90 85 85 89 42 78 83 70 33 28 31 60 63 26 29 54 23 24 26 24 26 47 50 46 20 24 22 19 20 20 34 36 18 18 30 33 15 13 10 20 9 8

FM/AM Radio Other Internet Radio Satellite Radio CD iTunes Music as digital files Podcast(s) (Pandora etc) (Sirius XM etc)

52 38 44 32 36 43 25 28 28 28 33 22 22 26 21 17 19 17 13 13 14 11 15 13 13 9 7 9 8 6 6 8 8 5 5 3

AM/FM Radio Stations Radio via TV (inc Cable, Satellite) Google Play Music Apple Music SoundCloud Vinyl Streamed Online

Question: Which, if any, of the following have you used in order to listen to audio content (music or speech) for five minutes or more Question: Which, if any, of the following have you used in order to listen to audio content (music or speech) for five minutes or more at any one time during the last seven days? | Base: 3,006 Respondents at any one time during the last seven days? | Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 19

SECTION 3: AND BIG MUSIC Discovery EXPLORERS Attendees discovered more music through all tested channels that the national population, especially digital platforms.

As more active music consumers, attendees naturally discovered more music through each listening method than the national average. Digital discovery methods particularly stood out, such as YouTube, and features on streaming services, such as: ‘Artist Radio’, playlists, and browsing ‘Similar Artists’. ecommendations from friends and live performances were also key stand outs amongst gig-goers.

MUSIC DISCOVERY METHODS (%)

TOTAL GIG-GOERS FESTIVAL GOERS COACHELLA LOLLAPALOOZA WARPED TOUR

76 69 61 66 60 57 58 54 56 54 52 48 51 50 43 46 40 39 36 35 34 34 33 26

Music played on YouTube Recommendations Music played in films/TV 50 46 AM/FM Radio from friends Shows/video games 36 33 48 40 38 34 38 37 36 39 38 32 32 31 33 30 34 41 29 26 34 26 Satellite Radio 20 20 20 20 (Sirius XM etc)

Playlists on streaming Browsing ‘Similar Artists’ on Music videos shared Music videos linked services Streaming Services on Facebook from YouTube

44 41 41 37 35 34 35 34 32 30 30 28 25 27 26 24 23 23 20 21 16 15 13 9

Music played on Live performances from Music videos on TV Listening to ‘Artist Radio’ Internet Radio TV programmes on Streaming Services

Question: How do you typically discover music? Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 21

‘GO TO’ SOURCE ATTENDEES MORE POST DISCOVERY LIKELY TO SEARCH Respondents were then asked, once they had discovered a new piece of music they like, FOR NEW MUSIC what their ‘go to’ source was to listen to it. Respondents could choose one option only.

Given engagement with music was high among event attendees, it has so far been Respondents were asked how they split their listening time between listening to music difficult to determine their main source of music listening, given they over-index on familiar to them, or searching and discovering new music. most, if not all, radio and online sources. Here however, as respondents were allowed All attendee segments spent around or over a quarter of their listening time searching to choose only one method of consumption, they were forced to weigh each method for a discovering new music, again reflective of their engagement with the media form. against one another, thus revealing their utmost preferred source. Of the individual attendee segments, Coachella attendees with the most likely to seek Among attendee segments, a music service a respondent had subscribed to (Spotify, out new music at 39%. Apple Music, Deezer etc.) was the clear winner here, recording the most significant over-indexes of the options tested (between 28%-38% compared to 18% amongst the FAMILIAR MUSIC VS DISCOVERING SOMETHING NEW (%) national population).

’GO TO’ SOURCES POST DISCOVERY (%) Total 82 18

TOTAL GIG-GOERS FESTIVAL GOERS COACHELLA LOLLAPALOOZA WARPED TOUR 50 46 36 33 Gig - goers 76 24 42

37 37 38 36 35 Festival - Goers 71 29 Satellite Radio 34 (Sirius XM etc) 3131 29 28 Coachella 61 39 50 46 20 36 18 33 18 16 Lollapalooza 68 32 15 15 14

11 109 Satellite Radio 9 Warped Tour (Sirius XM etc) 6 6 6 6 65 35 5 4 4 4 3 3 2 2 2 2 2 2 2 2 2 1 1 1 0 0 0 0 YouTube A music service Wait for it to be Pay to download Buy it on Download it for SoundCloud Other you subscribe played on the it (from iTunes CD or Vinyl free (BitTorrent, LISTENING TO MUSIC WHICH IS FAMILIAR TO YOU to (Spotify, radio etc.) stream ripping Apple Music,etc.) sites etc.) SEARCHING FOR AND DISCOVERING NEW MUSIC (NOT NECESSARILY NEW RELEASED MUSIC, JUST MUSIC NEW TO YOU)

Question: Once you have discovered a new piece of music that you like, what would you say is your ‘go to’ source to listen to it? Question: How is your music listening split between the following? Base: 3,006 Respondents Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 23

SECTION 4: AND ARE MORE Subscriptions LIKELY TO BE PAID SUBSCRIBERS

Attendees were much more likely to have a paid subscription to a music streaming service than the average American. Over a third of gig-goers (38%), and over a half of festival-goers (55%), stated they paid for a subscription, both significant over- indexes, which are again reflective of their increased engagement with music.

Out of the individual festival attendees, Coachella attendants were the most likely to pay for streaming at 80%. Followed by Warped Tour attendants (72%) and Lollapalooza attendants (65%).

PAID SUBSCRIPTION UPTAKE (%)

Total 24 75 1

50 46 36 33 Gig - Goers 38 61 1

Festival - Goers Satellite Radio 55 44 2 (Sirius XM etc)

Coachella 80 18 2

Lollapalooza 65 35 0

Warped Tour 72 28 0

YES NO DON’T KNOW/NOT SURE

Question: Do you pay for a premium subscription to a music streaming service? Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 25

SECTION 5: TOP GENRES Genres

With the exception of country/western, all live music attendees over-indexed on liking each of the tested genres.

Key standouts for Coachella attendants were Pop, Hip-Hop/Rap, Dance and EDM. Lollpalooza fans preferred Rock and Singer/Songwriter, whist Warped Tour attendants favored Classic Rock, Indie/Alternative, Heavy Metal and Punk/New Wave.

77 69 72 74 64 64 61 53 57 60 44 43 36 30 32 35

CLASSIC ROCK POP ROCK ROCK MUSIC COUNTRY/WESTERN

59 52 46 48 45 44 24 29 24 21 26 22 19 26 22 20

INDIE/ALTERNATIVE ROCK HIP HOP/RAP SINGER/SONGWRITER CLASSICAL MUSIC

48 46 44 36 38 29 33 30 34 34 28 17 17 12 12 17

DANCE HEAVY METAL PUNK/NEW WAVE ELECTRONIC DANCE/EDM

TOTAL COACHELLA LOLLAPALOOZA WARPED TOUR

Question: Which of the following types of music do you generally like? Base: 3,006 Respondents AUDIENCENET | LIVE MUSIC CONSUMERS 27 Festival Sponsorship

80% CHOSEN BRANDS of US millennials state that brand sponsorship Apple McDonalds enhances the festival experience Google Nike

Starbucks Target % Amazon Playstation 36 Coca-Cola Walmart state that brand sponsorship enhances Dominos Xbox the festival experience to a great extent Walt Disney Nintendo

Gatorade AUDIENCENET | MUSIC GENRES 29

Artist Coldplay Clusters Arctic Monkeys Daft Punk & Brands Imagine Dragons Bastille

Taylor Swift Rihanna Beyoncé Jay Z Iggy Azalea Kanye West Katy Perry Drake Lorde Eminem One Direction