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Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans

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Know Your Audience: The 5 Most Shocking Insights about Music Festival Fans


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The Opportunity 2 The music festival business is booming. 1 in 5 Millennials attended a music festival in the past year 34% increase in online conversations in the past year $1.3B to sponsor music festivals, venues, and tours in 2014


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Research: Genesis and Methodology 3 Our goal: Understand music festivals through the lens of social media. Part 1 – Conversation analysis: August 6, 2013 to August 5, 2014 20 million public Facebook, Twitter and online forum conversations Themes: where in time conversation took place, drivers of positive sentiment Part 2 – Audience demographics: Sample: 9,000 Twitter users who had discussed at least one music festival Derived demographic information Analyzed Twitter behaviors, including number of followers number of tweets per day, and accounts they follow


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Top 5 Most Shocking Insights about Music Festival Fans 4 ? ? ? ? ?


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Insight #1: The Overall Lineup and Experience Matter the Most 5 What Fans Are Saying About Music Festivals


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Insight #2: 54% of the Conversation Happens Before the Event 6


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Insight #3: 23% of Posts are People Participating Remotely 7 1 in 5 posts came from people expressing FOMO (Fear Of Missing Out) 70% of people say they are more likely to attend a future live event after participating online Source: Eventbrite Harris Interactive survey of 2,000 U.S. consumers, July 2014


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Insight #4: 75% of the Online Chatter is Driven by Millennials 8 1 in 5 Millennials attended a music festival in the past year 8 out of 25 of the most buzzed-about music festivals were exclusively electronic


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Insight #5: Differentiated Brands Equal Higher Engagement 9


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Recap: Top 5 Most Shocking Insights about Music Festival Fans 10 The overall lineup and experience matter most. 54% of the conversation happens before the event. 75% of the online chatter is driven by Millennials. 23% of posts came from people participating remotely. Differentiated brands equal higher engagement.


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11 Hosting an event? Talk to an Eventbrite expert at 855-326-9945 We’re available 24/7!


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