Do fans care more about headliners or the overall lineup? Is live streaming worth the effort and investment? How can I make sure that my event stands out? The music festival business is booming and there's no sign of it slowing down. We explore the drivers behind the music festival boom and how to take advantage of emerging trends in the space. To uncover the top music festival trends in 2014, Eventbrite teamed up with leading social media research company Mashwork to analyze over 20 million social media conversations about music festivals in the 2013-2014 season. We learned five surprising insights that event organizers, large and small, can put to use immediately to build a thriving, profitable brand and a “no boundaries” live event experience. What you’ll learn: - Who attends music festivals – what they care about, when they're talking, and how to reach them - Why FOMO (fear of missing out) is the festival organizer's best friend, and how to capitalize on remote participation - Why the overall festival experience and lineup matters most to attendees – and how to build your reputation and own your brand - Plus more fascinating facts and actionable recommendations!

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

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The Opportunity
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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

3. Research: Genesis and Methodology
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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

4. Top 5 Most Shocking Insights about Music Festival Fans
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5. Insight #1: The Overall Lineup and Experience Matter the Most
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What Fans Are Saying
About Music Festivals

6. Insight #2: 54% of the Conversation Happens Before the Event
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PRE-EVENT DURING EVENT POST-EVENT
54% 17% 29%

7. Insight #3: 23% of Posts are People Participating Remotely
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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

8. Insight #4: 75% of the Online Chatter is Driven by Millennials
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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

9. Insight #5: Differentiated Brands Equal Higher Engagement
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10. Recap: Top 5 Most Shocking Insights about Music Festival
Fans
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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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Hosting an event?
Talk to an Eventbrite expert at
855-326-9945
We’re available 24/7!