Brands can’t ignore live music when it comes to loyalty rewards programs, with a new report revealing that 91% of Australian live music fans would sign up or switch programs to access live music perks.
Live Nation has unveiled its Global Loyalty Study for this year, The Return to Real report, which surveyed 200 live music fans in Australia and New Zealand and compared their responses with 2,300 global musicgoers and 100 members of the general population in Australia and New Zealand.
The report found that 65% of fans engage more broadly with loyalty programs compared to a year ago. Meanwhile, 67% of respondents reported being less loyal to a single brand, but live music stands out as an exception.
A majority of respondents – more than nine in ten music fans – would sign up or switch to a loyalty program for live music perks. 82% revealed they prefer access to exclusive experiences over discounts, and 66% would rather redeem loyalty rewards on live music than discounts.
Live music ranks as the most appealing entertainment loyalty reward for Aussies, with 81% of respondents interested in programs offering live music perks. That means gigs, festivals, and the like rank above cinema (78%), theme parks (64%), and comedy and sporting events (63%).
Check out the full The Return to Real study here.
“Australians are looking for more than points or discounts,” said Kristy Rosser, Senior Vice President, Media & Sponsorship Australia & New Zealand at Live Nation. “They want access to experiences that genuinely mean something to them.
Rosser added, “Live music gives brands a powerful opportunity to add real value by becoming part of moments customers care about and remember. When a loyalty program provides access to an artist or experience they love, it creates a meaningful reason to choose that brand over another.”
Addressing the data head-on, Live Nation recently secured a three-year strategic partnership with DoorDash, giving users access to live music perks in the app. The DoorDash Food Village will also be rolled out at major festivals.
The live events promoters also have a global partnership with Mastercard. “As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty,” Monica Biagiotti, Executive Vice President, Global Consumer Marketing and Sponsorships, explained.
“Whether it’s travelling to experience a bucket-list concert, discovering a new destination through music, or sharing an unforgettable night with friends and family, these experiences create lasting memories. Through the Priceless Platform and our partnership with Live Nation, we’re making those moments more accessible for millions of cardholders around the world.”
