‘Music fandom is central to Gen Z’s identity’

A new fan insights study from Live Nation has highlighted the value of live experiences, curated offerings, and tangible merchandise to the digital-savvy Gen Z.

The annual Love Song study, published by a music sponsorship, creative, and experiential agency, Connect by Live Nation, recently published its most extensive survey to date, with nearly 5,000 Australians (including 1,411 Gen Z respondents) taking part.

The study offers a snapshot of the shifting tastes of young audiences, revealing that in an increasingly fragmented cultural landscape,…

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