I’m with the band: How brands can elevate artists and reach Aussie Gen Z through live music

Australia’s live music scene is undergoing a transformation right now. While homegrown festivals like Falls, Groovin the Moo and now Splendour in the Grass are being cancelled, international acts are selling out stadiums across the country.

Australia’s live music scene is undergoing a transformation right now. While homegrown festivals like Falls, Groovin the Moo and now Splendour in the Grass are being cancelled, international acts are selling out stadiums across the country.

In a time where it’s becoming near impossible to leave the house without spending at least $50, Gen Z continue to prioritise live music as part of their spending – they’re just prioritising going big on single acts over multi-genre, multi-stage festivals. There’s no better example than when Taylor Swift came to Australia earlier this year. We saw first-hand the economic phenomenon that is the Eras Tour. Whereby fans spent not only on tickets across multiple nights but also investing in custom outfits, interstate travel, and accommodation.

So as audience preferences shift and the broader Aussie live music scene continues to adapt, what role can brands play to reach Gen Z and build cultural credibility sustainably?

Gen Z music consumption in the age of the algorithm

We first need to discuss how Gen Z preferences have been defined by the algorithm. While for Aussie millennials music discovery in their youth was defined by sharing Limewire downloads, planning for festival presale and tuning into Triple J, Gen Z is characterised by endless discovery and curation on digital platforms like TikTok and Spotify.

To read the full article, visit Mumbrella.