SUMMER | FEATURE
Reaching future fans
Promoters and marketing professionals explain how the live events industry can work better to engage with and excite a new generation of fans .
Words : Joe Gallop
Research conducted by live events industry umbrella organisation LIVE ( Live music Industry Venues & Entertainment ) found that 54 % of people are less likely to attend live events post-Covid , rising to 72 % amongst 18 – 24-year-olds . It also found 21 % of 18-24s are buying tickets later because of affordability concerns . So , with many young people having less money to spend , how can organisers ensure young people will choose their events in an increasing competitive market ?
Asked whether there is still a strong appetite for purchasing tickets for live events post-Covid , Mustard Media strategy director Sian Bennett says young people are spending money on “ fewer but bigger experiences ”.
She says the concept of ‘ mimetic desire ’ is important in engaging young people in events : “ If you could bottle up one secret to selling out a festival or event it would be nailing the idea that everyone wants to go to that show . Gen Z people really value other people ’ s opinions and reviews .”
Bennett raises the significance of “ perfection fatigue ” on social media ; the idea that lo-fi videos and content that appears “ handmade and human ” often outperforms studio-shot content .
Jack Walsh , former head of marketing at Festival Republic , Broadwick Live and Hyde Park Winter Wonderland , agrees : “ The irony is , these days , we ’ re seeing bigger pickup on the content that took 10 seconds to make and cost nothing , as opposed to a £ 15,000 edit .”
Chris Jammer , head of partnerships at S & C Productions , which runs Strawberries & Creem festival , says , “ It used to be our pride and joy to make those after-movies and spend massive budgets on them , but over the years that ’ s faded away .”
TikTok on-trend Notion Management brand partnerships director Sam Good describes Facebook as being “ almost redundant ”, while TikTok and Instagram are dominant in the Gen Z demographic : “ Both apps present individual strengths and challenges . TikTok is the fastest growing platform with a 92 % introduction to new audiences for content creators , this makes it the most exciting platform to explore for companies that are open to authentic and realistic campaigns .”
Strawberries & Creem
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