Painting a portrait of the new festival consumer

Festivals are a powerful forum. They offer a space for connection and community, uniting different elements of culture through a shared love of music. But what happens when that chance for collective experience is suddenly taken away?

This research project was motivated by a desire to understand an audience that had their lives put on hold since the start of the pandemic.

It’s been more than that two years since this audience was engaged on ground, and we know even less about an emerging audience – one that came of age when the pandemic hit.

We set out to explore:

• The role live music plays in the lives of young Aussies.
• The experiences they’re craving.
• How they feel about the return of festivals.
• How the pandemic has changed them.
• How their relationship with social media has changed.
• How brands can elevate their festival experience.

The report is a mix of qualitative, quantitative, and first-party data analysis, looking at festival goers across life stages and experience level.

We surveyed 1800 young Australians through three festival partners (Cattleyard, Untitled Group and Unify) and also conducted Zoom interviews with participants covering the spectrum of festival experience – from fresh ‘novices’ to festival ‘veterans’.

As we move into an uncertain future, understanding this audience on a deep level will be crucial to everything we do. This is research that will inform our entertainment marketing efforts ongoing and has already unlocked opportunities for brands we talk to every day. We also hope to build on this research year on year with our festival partners, painting an ongoing picture of the new festival consumer and their relation to brands, culture, and broader trends.