Canadian Musician


Nielsen Music Canada Releases its First ‘Live Music & Brands Report’ for Industry Members

August 18th, 2017

Nielsen Music Canada has released its inaugural Live Music and Brands Report. The report, which is not available to general public, delivers consumer data and insights for artists, brands, labels, management and event producers, helping them optimize monetization at live music events.

The comprehensive report analyzes how Canadian fans engage with live music from purchasing and decision-making, to travel and accommodations, on-site activations and post-event spending habits.

A few of the report’s highlights include:

– 60% of music fans’ annual music spend is dedicated to live events.

– 70% of live music attendees use social media at the event, with 59% of Facebook users posting a photo or video and 16% of FB users using the live feature.

– Fans view live events as a great way to try new products, with a preference for brands that offer new & unique ways to engage with the music or artists.

– 12% of live music attendees said they learned more about a sponsor’s brand at a live event; 13% said they purchased the brand’s product after the event.

– After attending a show, 40% of attendees buy the artists’ CD, 29% stream their music, and 20% pay to download the artists’ digital songs and albums.

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