Study: Aussies regard music events as places of positive change

Past studies indicated that artists on the bill and having someone to go with, were high priorities for Australians before they attended a music festival or major music events.

However, a new study from event technology platform Eventbrite suggests that many as 90% attend because these are seen as places generating positive change.

This is a thought that covers every gender, age, geography and income. But Australian millennials – who are the most likely to enjoy experiences over ownerships – seem most passionate about supporting causes, and seeing music as an important wind of change.

Three major key findings in The Experience Movement: Australians Believe Events Inspire Positive Change In The World are:

• 90% of Australians believe it’s essential for people to come together in person to promote positive change. One in four attended an event supporting a particular cause within the last year.

• 83% find that attending live events makes them feel more connected to other people, the community, and the world. This is a higher figure than any other country in the world.

• 80% of Australians agree that a live event expands their perspective of an issue at a live event, more than reading about it or watching a video of it online.

Phil Silverstone, Eventbrite’s General Manager, Australia and New Zealand, said, “Live experiences have the power to expand perspectives and influence our lives in a way that online interactions can’t.

“As the live event landscape continues to grow, we’re seeing an increasingly strong demand for experiences that connect us in real life and contribute to growth and positive change.”

While the feeling that live music events bring about positive changes is felt in a wide range of demographic in Australia, it seems that the millennials (18 to 34) are spearheading the activity.

Over 90% of this age group went to a live event in the past 12 months – including everything from concerts and festivals to political marches and rallies.

The numberof those attending an event in the past 12 months to support a cause was at25% for millennials, compared to 17% of Generation X,

67% of them took further action after attending an event, compared to 56% of older generations.

Silverstone added, “Millennials represent one-third of the national population, and the importance that young people place on live experiences should encourage the thousands of event organisers using Eventbrite across Australia.

“Live events provide a great way for people to connect with their community and the wider world, and given that Australians and Kiwis attend more events than any other country, we should be proud to lead the way when it comes to creating real social change through shared experiences.”