Live Music Is Becoming a Key Loyalty Tool for Brands, Live Nation Study Shows

New research from Live Nation suggests live music could play an increasingly important role in how brands attract and retain Australian customers.

According to the company’s 2026 Global Loyalty Study, The Return to Real, 91% of Australian live music fans surveyed said they would sign up for or switch loyalty programs to access live music perks. The research comes as brands increasingly use concerts, festivals and other entertainment experiences as part of their customer loyalty strategies. 

Live Nation found 65% of respondents are engaging with loyalty programs more than they were a year ago, despite 67% reporting they feel less loyal to any one brand. Meanwhile, 70% said most loyalty programs feel the same.

Retail currently leads loyalty program engagement at 64%, followed by food delivery at 53% and travel at 49%.

However, the study found Australian consumers are showing a preference for experiences over traditional rewards. 82% of respondents said they prefer exclusive experiences over discounts, while 66% would rather redeem loyalty rewards on live music than discounts on a brand’s own products or services.

Live music also ranked as the most appealing entertainment-based loyalty reward among Australian respondents, with 81% interested in brands offering music-related perks.

Cinema followed at 78%, ahead of theme parks at 64% and comedy and sporting events at 63%. Two-thirds of respondents also said they would feel more positively towards a brand offering live music rewards, compared with 62% for professional sports rewards.

“Australians are looking for more than points or discounts. They want access to experiences that genuinely mean something to them,” said Kristy Rosser, Senior Vice President, Media & Sponsorship Australia & New Zealand at Live Nation.

“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.”

The findings arrive as Live Nation expands its own brand partnerships around live music in Australia and New Zealand. The promoter recently announced a three-year partnership with DoorDash spanning its concerts, festivals and venues across both markets. The deal will give customers access to live music perks and post-event offers, while a DoorDash Food Village will feature at selected festivals.

Live Nation also has an ongoing global partnership with Mastercard, which offers cardholders access to live entertainment through its Priceless platform. “As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty,” said Monica Biagiotti, Executive Vice President, Global Consumer Marketing and Sponsorships at Mastercard.

“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.”