San Francisco, CA (PRWEB) August 27, 2014
Eventbrite, the leading online ticketing and registration platform popular for music festivals and concerts, today released findings from the largest analysis of online conversations around music festivals. Executed in partnership with Mashwork, a social media insights company, the research identifies America’s Most Buzzed About Music Festivals and insights that indicate online conversation is a driver behind the rising popularity of music festivals. See Eventbrite’s music festival 2014 report for complete findings.
Music festivals have become a favorite American pastime -- more than one in ten attended a music festival in the past year.* Interest and awareness around music festivals is surging, with a 34% increase in the volume of online conversation compared to last year.
AMERICA'S MOST BUZZED ABOUT MUSIC FESTIVALS
The research analyzed over 20 million online conversations in the past 12 months to determine the festivals that drove the most online conversation relative to attendance size.
Notably, 11 of the 25 most buzzed about festivals take place in Southern states, and eight of the festivals are exclusively electronic music, mirroring the growth in popularity of the EDM genre and the digital nature of the fans. Eventbrite’s 2014 EDM study found that one in three tweets by EDM fans are about EDM topics, driving awareness and interest in the genre, and EDM fans tweet on average 11 times per day.
FAN DEMOGRAPHICS & CONVERSATION THEMES
Millennials emerged as the dominant group chatting about music festivals online, with 75% of conversation coming from fans ages 17 to 34. Music festivals are particularly popular among millennials -- nearly one in five attended a music festival in the past year and 25% of students attended a music festival in the past year, which is double the attendance of the general population.*
Of the 20 million conversations analyzed, music festival chatter was overwhelmingly positive (92%) and focused on love and excitement for music festivals, but topics of conversation varied. Thirty-nine percent of conversation was around anticipation for the lineup, and another 10% was conversation around festival fashion; 17% of people expressed passion for the festival-going experience and 8% of people expressed excitement to see a specific artist or stage. More than 600,000 posts were simply people announcing their ticket purchase.
Interestingly, nearly one in four posts (23%) were generated by people not at the live experience, such as those participating remotely in live streams on YouTube, TV and other mediums. Live streaming inherently fuels interest in the real-life festival experience -- 70% of people said they are more likely to attend a future live event after seeing the experience online.*
“People want to attend exciting live experiences more than ever, and technology has enabled today’s music festivals to be more engaging, experiential and accessible like never before,” said Martina Wang, Head of Music & Entertainment at Eventbrite. “Our research uncovered fundamental changes in festival-going behavior. Now, people can share their excitement well beyond festival borders and long after the closing set. Seventy percent of people said that after seeing a live stream, they are more likely to attend in the future.”
To learn more about Eventbrite ticketing and registration for music festivals, please visit Eventbrite Music. For insights and recommendations for music festival businesses, please visit Eventbrite's Event Academy.
Eventbrite enables people all over the world to plan, promote, and sell out any event, and has sold over 200 million tickets and registrations worldwide. The company processed $1 billion in gross ticket sales for attendees in over 187 countries in 2013 alone. The online event ticketing service makes it easy for everyone to discover events, and to share the events they are attending with the people they know. In this way, Eventbrite brings communities together by encouraging people to connect through live experiences. Eventbrite's investors include Tiger Global, Sequoia Capital, T. Rowe Price, DAG Ventures, and Tenaya Capital.
Eventbrite and Mashwork analyzed over 20 million public conversations across Facebook, Twitter, and other online forums spanning the past 12 months (August 6, 2013 - August 5, 2014). All branded and unbranded posts about music festivals were analyzed within a Boolean framework. The posts were analyzed for overall volume trends, social channel, location of conversation, influence of conversation, topic of conversation, sentiment of conversation, music genre, and demographic breakdowns for age and gender.
*Eventbrite Harris Interactive survey of 2,000 U.S. consumers. July 2014.