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, Gen Z audiences are becoming more intentional about where they invest their attention.
According to the study, more than half of Gen Z rely on curated cultural gateways – things like playlists, creators, and live events – to navigate an oversaturated content ecosystem.
Meanwhile, 86% say they actively seek out experiences that make them feel part of something bigger than themselves, aligning with a large-scale study last year that found that live music fans view concerts and festivals as a ‘uniting’ global force that transcends borders.
With live music at the centre of that narrative, the company reports that 89% of Gen Z contributors attending solo concerts do so as a way to connect with others, while many form friendships online through shared music fandoms.
“At its core, Love Song shows that music fandom is central to Gen Z’s identity,” says Kristy Rosser, SVP and head of media & sponsorship at Live Nation Australia and New Zealand. “They actively seek out live experiences to create memorable cultural moments and fully immerse themselves, with 86% saying they feel most like themselves in live music settings.”
“Physical merchandise has never been more important”
The research also points to a shift toward holistic experiences that start long before the artist hits the stage, as nearly every respondent (96%) said that pre- and post-event experiences are just as important as the event itself. These range from artist-themed parties (73%) and organised fan meet-ups (74%) to demand for VIP and behind-the-scenes access.
Self-expression also plays a major role in this ecosystem, with 86% of Gen Z respondents saying fashion linked to artists is a key part of the live experience.
Physical touchpoints are also gaining renewed importance: 81% of Gen Z respondents value merchandise, while 87% hold onto items like ticket stubs and wristbands.
“Gen Z’s engagement with live experiences isn’t confined to a single moment – it’s an ongoing lifecycle,” Rosser adds. “Physical merchandise has never been more important, and participatory elements such as posters and autographs are making a strong comeback.”
The Love Song study remains one of Australia’s longest-running pieces of research into Gen Z behaviour, tracking how the world’s first truly connected generation continues to reshape culture.
The study’s findings throw weight behind the recent trend of niche concept events, like that of quiet festival Hush or pagan-adjacent NeoAncients Festival in the UK.
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