Young Victorians have an appetite for music: Music Victoria Research Report
New research conducted by Music Victoria reveals that 78% of young Victorians believe their initial encounter with live music greatly influences their overall love for music.
Simone Schinkel, CEO of Music Victoria, expresses satisfaction with the findings of the Perceptions of Live Music study, highlighting the enduring enthusiasm among young people for live music experiences, which can foster lifelong musical appreciation.
"Our survey, which reached over 500 individuals under 35 across Victoria, indicates that 80% of respondents intend to attend live music events at least once yearly. However, affordability and motivation pose significant challenges," Schinkel remarked.
The study demonstrates the commitment of young Victorians to live music, with notable activities over the past year including:
82% purchasing tickets for music concerts
70% purchasing tickets for music festivals
65% buying artist merchandise
Despite this enthusiasm, 85% of respondents identify various obstacles hindering their attendance at concerts and festivals, such as lack of motivation (22%), limited transportation options (21%), concerns about value for money (19%), and simply not attending any events (19%).
Personal finances also play a role in engagement with live music, as 73% of respondents admit to "cutting back on non-essential spending." However, 58% continue to invest in tickets, indicating a persistent interest in live music experiences.
The research highlights a decline in live music attendance among those under 18 years old. While the festival market remains robust for those over 18, there's a noticeable drop-off for younger attendees.
Among 16-18 year-olds surveyed, 16% have yet to attend a music concert, and 29% have not attended a festival, significantly higher than the averages for 19-35 year-olds.
Encouragingly, the study underscores an opportunity to inspire young people to engage actively with live music experiences early on. This engagement can enrich their passive music consumption on digital platforms like YouTube, Spotify, or TikTok.
Seventeen-year-old Zack Wileman exemplifies this passion for live music. He recalls his first festival experience at the Riverboats Music Festival at age 14, where Paul Dempsy's rendition of Sam Brown's 'Stop' ignited his passion.
Despite setbacks like the cancellation of Groovin the Moo, Zack remains enthusiastic about upcoming festivals and live music events. For him, the allure of live music lies in its spontaneity and the communal energy of the audience.
The research, conducted from July 27 to August 7, 2023, surveyed 500 Victorians aged 16-35, focusing on attitudes and behaviors related to live music experiences. These insights will inform Music Victoria's strategic priorities to support the Victorian music industry across various facets, including artists, venues, festivals, concerts, and audiences.