As the pop concert boom continues in Australia with the announcements for Kylie Minogue and Dua Lipa in early 2025, one question pops up.
Are fans getting the full concert experience, and can artists, promoters and venue operators do more?
The latest tours follow the frenzy this year around Taylor Swift, P!nk, and Fred again.., who together sold a total of 1.7 million tickets in Australia. In 2023, it was Paul McCartney, Ed Sheeran, Elton John, and Foo Fighters.
These tours not only spiked their own popularity but also attracted people to concerts for the first time.
“Expanding the audience for the live sector is the crux of what we do, after all,” promoter Michael Chugg told Themusic.com.au.
A study of Australian live music fans and stadiums by UK/Australian industry consultants Gemba found there is a great excitement among Aussies about going to live events. 86 per cent go for the atmosphere and to experience something they don’t get at home.
But given that concerts need to attract new generations of fans to survive, are Australian stadiums and arenas providing the ultimate concert experience?
No, insisted Gemba’s Evolving The Event Experience Report. It found that 87 per cent are currently “satisfied” with that experience, “but only 50 per cent are saying they are very satisfied. This presents opportunities for venues to innovate and meet customer needs.”
Stats given on how the concert experience starts before arriving at the venue show that one in three Aussies go somewhere else first to vibe up. Most arrive 30 minutes to an hour before showtime, and there isn’t that much for them to do in that time.
20 per cent have a drink and something to eat, 16 per cent go to the bathroom, and only 27 per cent go straight to their seats.
Fans also want the concert experience to continue afterwards. But at this stage, Gemba found, 64 per cent still go straight home.
However, three in five (58 per cent) say they would stay at the venue if bars and food spaces remained open and music was provided.
It warned, “With share of time and wallet increasingly under pressure, it’s vital to have a strong value exchange for event attendees – their end-to-end event experience needs to comfortably surpass what fans can experience at home.”
Discussing what adds most to their experience, 28 per cent ticked ease of transportation, and 26 per cent the quick comfort of getting out of the event. Additionally, 25% rated a sense of safety and security, 25 per cent on food and drink options, and 24 per cent the cleanliness of the venue.
What patrons want most from stadiums and arenas to increase their fan experience is advice on easier ways to find the best transport, information on nearby accommodation (up to 22 per cent search for this before the show), and preferably have a commercial tie-in with these.
They also want to know what food and beverages are available (and their prices) before they arrive, better details on finding seats and bathrooms, and enhanced safety and security.
Of what they find most frustrating, 40 per cent hate slow service. 25 per cent get frustrated finding and waiting for the bathroom. For 23 per cent, it’s long food and beverage lines.
The report concluded that increasing the quality of food and beverages at the venue is needed. Although 88 per cent of attendees consume food, only 65 per cent think it is of good quality, and just 46 per cent consider it value for money.
Gemba said phones and technology can play a key role in improving fan experiences by saving time and keeping them close to the action.
Attendees have phones at the venue anyway. 55 per cent to take photos, 34 per cent to send messages, 31 per cent to pay for food and drinks, and 26 per cent to post to social media.
66 per cent want to be able to order food and drink from their seat and have it delivered. 62 per cent will use QR codes for this, and 59 per cent would spend more money on food and drinks if it were convenient.
FOMO FUELS FUN
Having more stadiums and arenas lift their game in fan experience could increase the revenue for themselves and for brand and advertisers partners, advised another report.
It maintained that the excitement of having that thrilling concert (and other events) experience leads to up to 86 per cent of Gen Zers spending more money than they budget for.
According to The Event Effect: Gen Z Retail Survey by US full-service marketing and advertising agency Merge, Gen Z has cut back on its spending due to cost of living expenses.
But music and sports are an exception, it seems, according to a survey of 1,000 overseas Gen Zers who attended concerts, festivals, and sports meets.
Merge expanded, “Top-cited reasons for exceeding budget include impulse purchases like limited-time offers and tempting merchandise, the value of immersive or unique experiences, convenience and accessibility, emotional or sentimental value, and FOMO (fear of missing out).”
64 per cent are influenced by advertising at events to buy items then and there, including food and beverage (22 per cent) and apparel and accessories (20 per cent).
But this demographic also likes to prepare for an event. 41 per cent stock up with drinks and food, and 34 per cent buy apparel and accessories. 23 per cent go for beauty and personal care products.
Merge noted: “Gen Z males are more likely to engage in impulse buying and spend over $1K per year on events, with nearly a third doing so compared to 21.8% of Gen Z females.
“Males are also more likely to be influenced to purchase merchandise specific to an event or to support a team. They have distinct preferences for research channels, favouring video reviews, podcasts, and AR/VR.
“Gen Z females are more likely to overspend due to emotional connections and FOMO. Nearly half of females say they would spend up to $500 annually, versus 27.4 per cent of Gen Z males.”
KYLIE FACTOR
So why the need for stadiums and arenas to lift their game to maximise fan experience?
Because Australian promoters tell TheMusic.com.au that over the next few years, the international acts they have on their books are the types to attract first-timers to concerts.
While a new generation of concert-hosting stadiums and arenas is being built over the next decade, state governments are succumbing to promoters’ pressure to sell more tickets. Brisbane’s Suncorp Stadium has gone from six to 12 events a year, and the Sydney Cricket Ground precinct has increased from four to 20.
It will be interesting to see how the Kylie Minogue Tension Tour performs in terms of sales volume next year.
From the start of her career, her Australian tours sold around 100,000 each. Her last major run here was in 2019 behind Golden. The Australian leg, limited to seven shows, drew 61,079 with a $6.12 million gross. There was also a headline at WorldPride in 2023 in Sydney before 20,000.
The 2025 tour has announced seven Aussie arena dates. There will obviously be more because Kylie’s popularity has skyrocketed since her last tour.
In the past 12 months, she has been discovered by the TikTok generation thanks to the chart-topping Grammy-winning Padam Padam.
Will a 15-year-old who was not even born during the gold pants era of 2000’s Spinning Around video relate to a 56-year-old?
Yes, if her BST Hyde Park show in London in the northern summer to 65,000 was an indication. Appearing in a red vinyl jumpsuit, the singer showed she has moved with the times and delivered her classic hits with updated arrangements.
“A glorious celebration of pop perfection” … “She’s never forgotten she’s the epitome of cool” … ”The body of a 25-year old”… ”The energy level never let up once” … “This is no nostalgia show”, gushed the reviewers.
There were clearly new early teen faces, along with nostalgists, already mouthing off every line from new songs such as All The Lovers and Love At First Sight. Minogue specifically thanked these first-timers, quipping, “We have history, people!”
