Live Music Drives Deeper Brand Connection with Gen Z, Study Finds

Live music is emerging as one of the most powerful ways for brands to connect with Gen Z, according to new research from Live Nation, which highlights a growing shift toward real-world experiences and fandom-driven culture.

The Love Song study, conducted by Connect by Live Nation, surveyed 5,692 Australians, including 1,411 Gen Z respondents, and outlines how younger audiences are navigating culture, connection and live experiences.

It found that 84% of Gen Z are becoming more selective about where they focus their attention, with a growing preference for real-world interactions and shared experiences.

The research shows more than half of Gen Z rely on curated environments, including playlists, creators and events, to navigate culture, while 86% seek experiences that make them feel part of something larger. Live music is a central part of that shift. According to the study, 89% of Gen Z attend concerts solo to connect with others or form friendships through shared fandoms.

“At its core, Love Song shows that ‘fandom’ is central to Gen Z’s identity,” said Kristy Rosser, Senior Vice President – Marketing Solutions and Client Services at Live Nation Australia and New Zealand. “They actively seek out live experiences to create their own cultural moments and be fully present – making it a unique opportunity for brands to engage meaningfully through curated experiences or community-building initiatives.”

The findings point to an expanded fan journey, with 96% of Gen Z saying pre- and post-event moments are as important as the event itself. This includes opportunities for brands to engage through artist-themed events (73%), in-person fan meet-ups (74%), and access-led experiences such as VIP or behind-the-scenes content.

Physical elements remain important, with 81% valuing merchandise and 87% holding onto items such as ticket stubs and wristbands as part of the experience.

Self-expression is also a key factor, with 86% saying fashion aligned to artists plays a central role in participation.

“Gen Z’s engagement with live experiences isn’t confined to a single moment; it’s an ongoing lifecycle,” said Rosser. “Physical merchandise has never been more important, and participatory elements such as posters and autographs are making a strong comeback. For brands, this creates an opportunity to show up meaningfully across the full journey, building deeper engagement, long-term brand affinity and authentic cultural connection.”

Live Nation said the findings highlight the role of live experiences as a consistent engagement channel for brands, particularly as audiences become more fragmented across digital platforms. The company noted upcoming tours from artists including Harry Styles and Zara Larsson, as well as BTS in 2027, as key opportunities for brands to connect with Gen Z audiences.