3 Key Findings From Eventbrite’s Music Festival Study

2014
Bonnaroo Music and Arts Festival 2014

Crowds. Four talented bands scheduled to play at the same time. Memories (and Instagram posts) to last a lifetime. Love them or hate them, festivals are increasingly impacting the way millennials (ages 17-34) experience live music today.

A recent study from Eventbrite and the social media analytics company Mashwork measured online fan conversations and demographics during the 2013-2014 music festival season. Let’s break it down.

Festivals are kind of a big deal

One in ten Americans attended a festival during the twelve month period of the study, which generated more than 20 million online music festival conversations. Millennials represented the highest portion of the conversation–nearly 75% of people ages 17-34 posted about music festivals on Twitter.

Phoenix performs at Music Midtown 2013. Count those iPhones.
Phoenix performs at Music Midtown 2013. Count those iPhones.

#Hashtag game strong

Over half of online conversations (54%) occurred before the actual festival took place, but only 19% included the official branded hashtags. From an analytics perspective, Eventbrite data highlights the importance of branded hashtags for social media coordinators to monitor the pre-event conversation.

Screen Shot 2015-09-12 at 11.31.50 AM
Local Big Ears Festival uses the official hashtag #BigEarsKnox. (photo via Twitter)

Know thy brand

Two of the most buzz-worthy elements of a music festival online are the lineup and overall experience. The study shows that festival promoters must understand their festival’s brand to build excitement before, during, and after the event.

Screen Shot 2015-09-11 at 6.31.36 PM Screen Shot 2015-09-11 at 6.32.08 PMScreen Shot 2015-09-11 at 6.34.15 PM

via Eventbrite

Read more about Eventbrite’s Industry Insights here.

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