Music marketing and brand experience agency Momentum Worldwide, with leading sports and entertainment presenter AEG, has conducted the premiere research study aimed specifically at identifying the connection between live and digital music behaviors. Among the findings is that millennials, defined as people ages 18-34, want to see brands in the music space and enjoy seeing them there.
This is especially notable because of the important role music plays in the lives of millennials, 81% of whom said music triggers their best memories. Millennials listen to 6-10 hours of music every week, compared to non-millennials, who report 1-5 hours. The research’s data shows the acceptance and popularity of music for delivering brand messages. Of millennial respondents who engaged in a branded music experience, 93% like brands that sponsor live events; while 8 in 10 say the most effective way to connect with them is through a branded live music experience. Moreover, 81% of millennials claim that the coolest brand experiences they’ve seen are around live events.
The research was created to examine real life and digital music behaviors tied to sharing, discovery and purchase across all age groups. The data illustrates which behaviors define those connections and the motivations behind some of the more measurable behaviors. Main focus areas included: the value people find in the modern live music experience, and how they choose which experiences to participate in; how popular social channels contribute to real life experience; and how brands can be an authentic part of the live/digital music ecosystem.
“When it comes to connecting with consumers, especially millennials, music is one of the most effective ways. For brands, the opportunity exists within music to create value for their customers and build a lasting relationship unlike any other,” according to Glenn Minerley, Momentum Worldwide’s VP, Group Director – Music and Entertainment. “This research proves that people welcome brands into their music experiences; it’s the brand and marketing world’s challenge now to do so in a way that is unobtrusive, memorable and provides authentic value to both sides. There’s never been a better time to align brands and music.”
The report underscores the incomparable power of live events to drive consumers to recommend and buy brands—especially among millennials. This research proves that live events have the greatest and most positive impact on consumer behavior across the entire “purchase funnel,” and demonstrates the primacy of live events to mobilize consumers to share these experiences across their social networks.
Further insights from the study include:
“If you’re a brand, you want to be associated with someone having a transformational moment in their life, and for many people, live music experiences do just that,”
said Scott Carlis, Vice President, Digital, Social Media & Marketing at AEG Global Partnerships. “What this research shows is that consumers will reward brands for interactions in the live music space that enhance or add value to their experience, which gives brands the opportunity to play the hero of those transformational moments.”
The survey accounts for 1,048 total responses, age 18 or older. 75% of the panel—recruited from an online panel provided by Qualtrics—were millennials.
ABOUT MOMENTUM WORLDWIDE
Momentum Worldwide is built on the simple truth that it’s not what brands say, it’s what they do that matters. That’s why Momentum delivers total brand experiences for our clients, guided by the belief that today the most important product a brand makes—other than the product itself—is an experience. The experiences we build live seamlessly in the physical and the digital worlds—what we call integrated phygital experiences. Working across sports, events, music and entertainment sponsorships, advertising and activations in all media including social and digital, product and package design, and all shopper and retail channels, Momentum’s work is driven by bringing tangible value to brands and consumers wherever they may be. Part of the Interpublic Group of Companies (NYSE: IPG), we operate in over 40 countries for partners including American Express, Coca-Cola, Mondelez, Verizon, Walmart, William Grant & Sons, and many more.
momentumww.com and @momentumww
AEG is one of the leading sports and entertainment presenters in the world. AEG, a wholly owned subsidiary of the Anschutz Company, owns or is affiliated with a collection of companies including over 100 of the world’s preeminent facilities such as STAPLES Center (Los Angeles, CA), StubHub Center (Carson, CA), Best Buy Theater (Times Square, New York), Mercedes-Benz Arena (Shanghai, China), Allphones Arena (Sydney, Australia), Brisbane Convention and Entertainment Center and The O2 arena and entertainment district (London, England). Developed by AEG, L.A. LIVE is a 4 million square foot / $3 billion downtown Los Angeles sports & entertainment district featuring Microsoft Theater, the Regal Cinemas L.A. LIVE Stadium 14 theater, 19 restaurants the GRAMMY® Museum and a 54-story, 1001-room convention “headquarters” hotel/destination. In addition to overseeing privately held management shares of the Los Angeles Lakers, assets of AEG Sports include franchises such as the LA Kings, LA Galaxy and Houston Dynamo and the Amgen Tour of California cycling stage race. Along with AEG Facilities, other global divisions include AEG Live, the world’s second largest concert promotion and touring companies comprised of touring, festival, exhibition, broadcast, merchandise and special event divisions and AEG Global Partnerships, responsible for worldwide sales and servicing of sponsorships, naming rights and other strategic partnerships. In 2010, AEG launched its AEG 1EARTH environmental program featuring the industry’s first sustainability report while in 2011, AEG introduced AXS a comprehensive entertainment platform serving as the company’s primary consumer brand including AXS Ticketing which provides fans the opportunity to purchase tickets directly from their favorite venues via a user-friendly ticketing interface, Examiner.com and the AXS TV network.
For additional information, visit www.aegworldwide.com.
SOURCE Momentum Worldwide
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