Men in tune with brands’ live music making
Going to music events is the top live leisure activity among 16-to-34 year-old men in the UK, according to IPC’s Today’s Man: Live! research.
Almost two thirds of males surveyed said they attended a live music event in the last year, compared to just 55% who’d gone to a football match. Going to gigs was the most popular of live music experience, ahead of festivals.
The survey also showed that music is hugely important to young men, with 69% saying that it is part of their identity and defines who they are. Seven in 10 respondents believe you can tell a lot about a person from the music they listen to.
And the majority of young men (62%) pay attention to the brand sponsoring a live music event, with 64% saying they view those brands more favourably.
“Having an enjoyable way to relax and unwind is more important than ever, and live music is topping the list for many young men,” says Andrew Goldsmith, group advertising director of IPC Media’s men and music brands. “The escapism, social experience and atmosphere of live music are hard to beat so brands targeting young men should definitely be tapping in to this area.”
