“64% of women worldwide are fans of live music. The opportunity is to support how they turn that fandom into more frequent attendance, spending, social connection, and repeat participation across the broader live music ecosystem…”
That’s one of the conclusions from a new report on women’s value to the live-music sector, based on interviews with nearly 15,000 people across 12 countries.
‘Her Frequency’ is the work of research firm The Collective and The·Team – the talent agency formerly known as Wasserman Group. It combines quantitative, qualitative, social and industry analysis for a broad view of “how women fans of live music behave, engage, and ultimately spend in the journey”.
The spending part is one key focus, with the report claiming that 54% of women spend more than $100 outside the ticket price of live events. 29% spend more than $200, and a frankly-boggling 11% report spending more than $500.
However, the report also notes that women “shape how participation happens around them” with 35% saying they are “initiators of attendance” and 30% saying they act as coordinators of groups going to gigs.
No market-research report is complete without some segmentation, though. ‘Her Frequency’ divides women fans into five groups – Power, High-Intent, Mainstream, Social and Occasional – with advice on how to deepen engagement across that spectrum.
As for the advice to the industry: “To turn fandom into frequency, the industry must design for both sides of participation: the emotional reasons for which women want to show up and the practical realities that determine whether they can,” suggests the report.
“Women do not just consume live music. They organize it, share it, spend on it, travel for it, and give it cultural meaning. The next growth opportunity is not simply reaching women fans. It is designing around how they participate… Design for her fandom, not just her attendance.”
