“Fandom” is crucial in how Gen Z engages with music and live performances, a new report from Live Nation has found.
Live Nation conducted its annual Love Song study through its agency, Connect. The new report is the largest study of Gen Z to date—surveying 5,692 Australians, including 1,411 Gen Z respondents. With so many responses, Love Song offers a comprehensive snapshot into how today’s young people interact with culture, fandom, and live experiences.
While the world today is quite fragmented and teens in Australia are restricted from using social media, 84% of Gen Z respondents revealed that they’re “increasingly selective” about where they direct their attention as they seek deeper connections to music and culture.
The report also found that over half of Gen Z participants lean on playlists, content creators, and events to navigate their experiences with music and pop culture. 86% of respondents want to feel part of something bigger than themselves, engaging in community.
When it comes to live music, 89% of those surveyed attend concerts alone to meet others and forge new friendships.
Beyond live music, a whopping 96% of Gen Z respondents said that pre- and post-event celebrations are just as important as what’s happening on stage. Said events can include artist-themed parties (73%), in-person fan meet-ups (74%), and VIP or behind-the-scenes experiences.
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Self-expression is also crucial for Gen Z. 86% of participants said matching fashion with the artist is essential, as is collecting merchandise (81%), ticket stubs and wristbands (87%), and making scrapbooks to relive the event.
76% of those surveyed also said they’re returning to vinyl and other “old-school” technologies to preserve music, noting that it “feels more real” than digital methods of consuming art.
Love Song is one of the longest-running studies on Gen Z. To access the full study, head here for more information.
In a statement, Kristy Rosser, Senior Vice President of Marketing Solutions and Client Services at Live Nation Australia and New Zealand, said Gen Z is “blending” the best aspects of the past and present in their interactions with culture.
“At its core, Love Song shows that music ‘fandom’ is central to Gen Z’s identity,” Rosser said. “They actively seek out live experiences to create their own cultural moments and be fully present, with 86 per cent of Gen Z saying they feel most themselves, away from everyday pressures.”
Rosser continued, “Gen Z’s engagement with live experiences isn’t confined to a single moment - it’s an ongoing lifecycle. Physical merchandise has never been more important, and participatory elements such as posters and autographs are making a strong comeback. They’re blending the best of past and present to shape their own culture.”
