Millennials & Live Music: New Survey Reveals Marketing Tip

"Made in America Festival," © 2014 Eric Garcetti, used under a Creative Commons Attribution license.

“Made in America Festival,” © 2014 Eric Garcetti, used under a Creative Commons Attribution license.

According to Billboard, more than 14.7 millennials go to at least one music festival every year. But are they remembering which brands they interact with at that live event?

Music Week‘s Coral Williamson highlights the findings of a new study, conducted by music marketing agency Momentum Worldwide and concert promoter AEG Live. Here are just a few:

• Millennials are more likely to recommend brands who sponsor music events.

• 93% of millennials said they like brands who sponsor live music events, while four fifths claimed branded gigs and festivals were the best way to engage with them.

• 70% of respondents [said social media] actually improves the live event experience.

Glenn Minerley, VP group director of music and entertainment at Momentum Worldwide, points out a key takeaway from the survey: “Millennials aren’t always retaining which brands they interact with at live music. The industry’s just not doing music-marketing experiences right — it’s not about putting a car on a pedestal in a festival village anymore.”

Find out more and read Williamson’s entire article here.

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