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.
#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.
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.
Read more about Eventbrite’s Industry Insights here.