Hybrid events appeals to music fans

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 08, 2021, 1:56 AM UTC

Momentum Worldwide’s survey of 1,700 people found that 45% of music fans are two times more likely to participate in experiences that push them out of their comfort zone.

People are eager to get back to live events as many say they'll return to events/experiences within a month or sooner after getting fully vaccinated. The enthusiasm was pronounced among music fans (49%) compared to non-music fans (31%).

Further, music fans (60%), even if only mildly interested, plan to attend as many experiences/events as possible. 54% of music fans are open to hybrid event models, stating that the flexibility of being able to pick how they will enjoy events appeals to them.

Moreover, 77% of music fans can’t wait to spend money on fun activities that gets them out of the house. 28% of music fans will seek “Instagrammable moments”, compared to 18% of non-music fans.

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