Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Insights and Opportunities
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- Keep those Zimmers rockin’
- Rocking en famille
- Bleeding the audience
- Local acts for local people
Market in Brief
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- Upward trend fuelled by supply-side growth
- Economy, demography and technology
- Taking it to the streets
- Online route to ticket buying
- Touting for business
- The supply of live music
- Who’s the audience?
- Advertising and communication
Fast Forward Trends
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- Trend 1: Agelessness
- What’s it about?
- Observations
- What next?
- Trend 2: Brand Experience
- What’s it about?
- Observations
- What next?
- What is Fast Forward Trends?
Internal Market Environment
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- Key points
- Growing audiences for live music
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- Figure 1: Attendance of rock/pop, classical and jazz concerts, 2003-08
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- Figure 2: Proportion of audiences visiting rock/pop, classical and jazz concerts once a year and less often, 2003-08
- More shows equal more audience
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- Figure 3: Growth in concert performances (selected genres) through NAA venues, 2003-07
- More venues coming on-stream
- Reaching new audiences with ‘classic’ acts
- Improved ticketing experience through online platforms
- The future could be mobile ticketing
- Online platforms generate more interest in music
- Secondary ticket sales
Broader Market Environment
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- Key points
- Growing affluence has buoyed the market – until now
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- Figure 4: Trends in personal disposable income and consumer expenditure, 2003-13
- Population trends increase emphasis on ‘grey giggers’
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- Figure 5: Trends in the age structure of the UK population, by gender, 2003-13
- Socio-economic group
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- Figure 6: Forecast adult population trends, by socio-economic group, 2003-13
- Technology takes the market into people’s homes
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- Figure 7: Penetration of digital and mobile communications, January 2008
Competitive Context
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- Key points
- Competing in the experience economy
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- Figure 8: Consumer expenditure on selected leisure goods and activities, 2002-07
- Scarcity and social currency determine the competitive landscape
- Prices up, but audiences not deterred
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- Figure 9: Average ticket prices through NAA venues, 2006 and 2007
- Where to in a tightening economic climate?
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating
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- Key points
- Branding and sponsorship
- The rise of festival.alt
- Moving beyond the UK
- Yurt luxury
- Festival going with a conscience
- Convergent channels
Music Concerts Market Size and Forecast
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- Key points
- The audience for concerts
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- Figure 10: Estimated numbers of concert goers, in millions, by major music category, 2003-13
- Around 60 millions visit per year
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- Figure 11: Estimated attendances and people numbers for each main concert category, 2007
- UK live music consumers worth nearly £2 billion
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- Figure 12: Estimated potential ticket revenues by music category, 2007
- Factors used in the forecast
Music Industry Background
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- Key points
- Classical music and opera
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- Figure 13: Major arts council funded classical and opera projects, 2008
- Jazz music
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- Figure 14: Major arts council funded jazz projects, 2008
- Rock and pop
- The festival’s where it’s at
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- Figure 15: Major UK rock/pop/dance festivals, 2008
- Glastonbury woes
- T, V, heavy metal, dance and world
- Festival mix embraces arts and leisure
- Developing niche positionings
- Whose generation?
Companies, Organisations and Services
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- Key points
- Going live with Live Nation
- AEG
- Academy Music Group
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- Figure 16: Venues owned and operated by Academy music Group, 2008
- MAMA Group Plc
- Festival Republic
- Raymond Gubbay Ltd
- Harvey Goldsmith
- See.Ticketing
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- Figure 17: See Tickets – number of events, by genre, June 2008
- Ticketmaster
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- Figure 18: Ticketmaster – number of events, by selected genre, June 2008
- The National Arenas Association
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- Figure 19: NAA venues, by capacity, 2007
- London O2 Main Arena
- London indigo2
- Bournemouth BIC
- Birmingham NEC/NIA
- Belfast Odyssey
- Metropolis Music and SJM Concerts
- Marshall Arts
- Serious
Brand Elements
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- Brand Map
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- Figure 20: Attitudes and usage of music concert and festival brands, May 2008
- Royal Albert Hall
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 21: Attitudes towards the Royal Albert Hall brand, July 2008
- Bestival
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 22: Attitudes towards the Bestival brand, July 2008
- Glastonbury Festival
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 23: Attitudes towards the Glastonbury Festival brand, July 2008
- Echo Arena Liverpool
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 24: Attitudes towards the Echo Arena Liverpool brand, July 2008
- Glyndebourne Festival
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 25: Attitudes towards the Glyndebourne Festival brand, July 2008
- The O2
- What the brand is trying to achieve
- What the consumer thinks
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- Figure 26: Attitudes towards the The O2 brand, July 2008
- Brand qualities of music concert and festival brands
- Glastonbury and T In The Park most entertaining
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- Figure 27: Personalities of various music concert and festival brands, July 2008
- Experience of music concert and festival brands
- Wembley most visited, but The O2’s getting more visible!
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- Figure 28: Consumer usage of various music concert and festival brands, July 2008
- Brand intentions for music concert and festival brands
- Wembley has most loyal fans, but The O2’s looking to woo them…
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- Figure 29: Consideration of various music concert and festival brands, July 2008
- Brand momentum for music concert and festival brands
- The O2 steaming ahead, but Glastonbury sinking in the mud?
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- Figure 30: Momentum of various music concert and festival brands, July 2008
- Brand motivation for music concert and festival brands
- It’s all about the music
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- Figure 31: Momentum of various music concert and festival brands, July 2008
- Brand satisfaction for music concert and festival brands
- The O2 most excellent, Wembley down to the bottom
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- Figure 32: Satisfaction with various music concert and festival brands, July 2008
- Brand commitment to music concert and festival brands
- Royal Albert Hall most worthy of top dollar
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- Figure 33: Commitment to various music concert and festival brands, July 2008
- Round up
Brand Communication and Promotion
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- Key points
- Advertising by promoters
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- Figure 34: Leading promoters’ main media advertising spend, 2007
- Media expenditure by artist/act
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- Figure 35: Main media advertising spend on leading artists, 2007
- Main venues advertising
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- Figure 36: Leading venues’ main media advertising spend, 2007
The Live Music Consumer
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- Key points
- Concert and festivals attendance
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- Figure 37: Music concerts and festivals attended in the last three years, April 2008
- Pop concerts
- Rock/indie
- Classical gas – a marketer’s dream?
- Jazz
- Dance – niche and young
- The festivals scene
- Dance festivals
- Other festivals
Purchasing Habits and Preferences
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- Key points
- Online now the main purchasing outlet
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- Figure 38: Concert and festival purchasing habits and preferences, April 2008
- Can technology drive food and drink purchases?
- Souvenirs – impulse purchase or a slow burn?
- Stand for attention
- Growing the ancillary spend
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- Figure 39: Concert and festival purchasing habits and preferences, by other habits and preferences, April 2008
Attitudes Towards Music Concerts and Festivals
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- Key points
- While my wallet gently weeps
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- Figure 40: Attitudes towards music concerts and festivals, April 2008
- Money no problem
- Feel the music, feel that vibe
- Touts go online
- It’s a family affair
- Take good care of the business
Identifying Target Groups
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- Key points
- Music concerts and festivals target groups
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- Figure 41: Target groups, April 2008
- Atmosphere Hunters (15% of the sample, or 7.5 million adults aged 16+)
- Key demographics
- Opportunities
- Attracted by the Artist (13% of the sample, or 6.5 million adults aged 16+)
- Key demographics
- Opportunities
- Festival/Concert Fans (9% of the sample, or 4.5 million adults aged 16+)
- Key demographics
- Opportunities
- Pessimistic Purchasers (9% of the sample, or 4.5 million adults aged 16+)
- Key demographics
- Opportunities
- Concert/Festival Unconnected (55% of the sample, or 27.5 million adults aged 16+)
- Key demographics
- Opportunities
Appendix – The Live Music Consumer
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- Concert and festival attendance – detailed demographics
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- Figure 42: Music concert and festival attendance, by demographic sub-group, April 2008
- Type of concert – detailed demographics
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- Figure 43: Type of music concerts attended in the last three years, by demographic sub-group, April 2008
- Type of festival – detailed demographics
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- Figure 44: Type of music festivals attended in the last three years, by demographic sub-group, April 2008
Appendix – Purchasing Habits and Preferences
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- Purchasing habits and preferences – detailed demographics
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- Figure 45: Concert and festival purchasing habits and preferences, by demographic sub-group, April 2008
- Purchasing habits and preferences, by type of concert
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- Figure 46: Concert and festival purchasing habits and preferences, by types of concert been to in the last three years, April 2008
- Purchasing habits and preferences, by type of festival
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- Figure 47: Concert and festival purchasing habits and preferences, by types of festival been to in the last three years, April 2008
Appendix – Attitudes Towards Music Concerts and Festivals
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- Attitudes – detailed demographics
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- Figure 48: Most popular attitudes towards music concerts and festivals, by demographic sub-group, April 2008
- Figure 49: Next most popular attitudes towards music concerts and festivals, by demographic sub-group, April 2008
- Attitudes, by type of concert
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- Figure 50: Attitudes towards music concerts and festivals, by types of concert been to in the last three years, April 2008
- Attitudes, by type of festival
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- Figure 51: Attitudes towards music concerts and festivals, by types of festival been to in the last three years, April 2008
- Purchasing habits and preferences, by attitudes
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- Figure 52: Concert and festival purchasing habits and preferences, by most popular attitudes towards music concerts and festivals, April 2008
- Figure 53: Concert and festival purchasing habits and preferences, by next most popular attitudes towards music concerts and festivals, April 2008
- Combinations of attitudes
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- Figure 54: Attitudes towards music concerts and festivals, by most popular other attitudes towards music concerts and festivals, April 2008
- Figure 55: Attitudes towards music concerts and festivals, by next most popular other attitudes towards music concerts and festivals, April 2008
Appendix – Identifying Target Groups
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- Attitudes, by target group
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- Figure 56: Attitudes towards music concerts/festivals, by target groups, April 2008
- Type of concert/festival, by target groups
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- Figure 57: Consumer typologies by type of music concerts/festivals attended in last three years, April 2008
- Purchasing habits and preferences, by target groups
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- Figure 58: Concert and festival purchasing habits and preferences, by target groups, April 2008
- Target groups, by number of events attended
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- Figure 59: Target groups, by number of concerts/festivals attended in the last three years, April 2008
- Target groups - detailed demographics
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- Figure 60: Target groups, by demographic sub-group, April 2008
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