The survey EXECUTIVE SUMMARY & results ARE NOW LIVE!
VIEW THE LIST OF RECOMMENDATIONS
FROM DR LUCY BENNETT
SCHOOL OF JOURNALISM, MEDIA & CULTURE, CARDIFF UNIVERSITY
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Music is nothing without the fans and this survey will give audiences a chance to have their say in the future of live music. This first-of-its-kind survey is a chance for live music lovers to be heard on subject matter to them.
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The Music Fans’ Voice survey was commissioned by Greater Manchester Combined Authority, The Mayor of London, Liverpool City Region Combined Authority, West Midlands Combined Authority, Tees Valley Combined Authority, Cardiff City Council, Belfast City Council and Glasgow Music City.
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Quantitative online survey conducted to collect perceptions, behaviours and motivations around live music events
The online survey content went through three rounds of feedback from all contributing stakeholders, and was implemented by CGA by NIQ
Music fans qualified for the survey if they typically visit at least one type of music venue and are from the UK
Sample size: 8,108
Fieldwork conducted: 3ʳᵈ February – 4ᵗʰ March 2025
REPORT CONTENT & KEY TAKEOUTS
INTRODUCING THE LIVE MUSIC FANS
ENGAGEMENT WITH LIVE MUSIC EVENTS
EVENT CANCELLATIONS AND VENUE CLOSURES
SPEND AND ADDITIONAL PURCHASES
SAFETY AND
HARM REDUCTION
DISRUPTERS TO THE
LIVE MUSIC INDUSTRY
FAN LED REVIEW /
GOVERNMENT ACTION
INTRODUCING THE LIVE MUSIC FANS: KEY TAKEOUTS
Diverse audience and accessibility:
Live music fans span all age groups, genders, and regions, with a majority being employed and 1 in 10 working within the music industry. Fans have diverse accessibility requirements, so ensuring accessibility in venues is essential to supporting all attendees.
Regional and genre-based engagement:
Live music attendance is highest in the UK’s capital, London and also in metropolitan areas – one key issue to address within this is the lack of local events. Preference varies widely by genre, with a mix of instrument-led music and DJ electronic production.
Effective promotion:
Social media, artist websites, and word-of-mouth are key for event promotion as they are the most utilised sourcing methods. Artists/ bands/ DJs own pages and venue’s pages are most commonly visited, so its important that they maintain active and engaging profiles.
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ENGAGEMENT WITH LIVE MUSIC EVENTS:
KEY TAKEOUTS
Engaged fans are reducing their venue visits
The current research surveyed highly engaged music fans, and 26% of this dedicated group are decreasing their visitation, which highlights a fundamental challenge for the sector
Grassroots venues drive engagement
Live music fans visit grassroots music venues more frequently than other venue types, making them a key driver of live music attendance and vital for the future of the live music industry
Support for the local music scene
Many fans are motivated to attend live music events to support local artists and the local music scene. This highlights the importance of grassroots music venues to continue to provide local community experiences that enables fans to attend more live music events and fosters a local music scene.
Cost and convenience influence attendance
While most fans are maintaining or increasing attendance, concerns over ticket costs and the closure of local venues could hinder engagement, especially across the 18-34 year age range where there is slightly higher reduced attendance and more concern over the value for money that events offer. Flexible ticketing options and preserving grassroots spaces will be essential to sustain attendance.
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EVENT CANCELLATIONS & VENUE CLOSURES:
KEY TAKEOUTS
Lack of ticket protection awareness
Despite experiencing negative consequences, many fans do not purchase ticket protection or insurance, highlighting the potential need for stronger protective measures or encouragement among fans to purchase protection/ insurance by clearly communicating the benefits.
Concern over venue closures
A significant portion of fans (58%) have witnessed the closure of a locally important music venue or nightclub since 2020, raising concerns about the sustainability of live music spaces that are local to live music fans. Fan Led Reviews will be essential to protect live music venues by ensuring venues are able to operate because fan engagement and satisfaction can positive be enhanced.
Strong support for venue noise protection laws
An overwhelming 85% of music fans believe laws should prevent new residents near music venues from filing noise complaints, emphasising the need for policy changes to protect live music culture and venue functionality.
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DISRUPTERS TO THE LIVE MUSIC INDUSTRY:
KEY TAKEOUTS
Financial constraints affect attendance
Rising living costs and frustration with unfair pricing strategies are impacting live music fans attendance negatively by leading to reduced visitation. Ticket issues need to be addressed to mitigate the risk of fans feeling let down by live music and subsequently turning their backs on the industry.
Opposition to dynamic pricing
Fans view dynamic pricing as unfair, and even with clear communication, there remains strong resistance to the model. The problem is the full strategy, not just the lack of transparency, so even with clear communication the system will still be negatively perceived by music fans suggesting the permissions of the strategy need to be completely remodeled.
Support for fair ticketing practices
While fans are open to ticket resales for genuine reasons, they oppose profiteering and want action to be taken to reduce bots and unethical resellers. There is however strong support for the inclusion of restoration levies in ticket prices when transparently communicated.
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SPEND AND ADDITIONAL PURCHASES:
KEY TAKEOUTS
Merchandise sales opportunity
Fans most commonly see merchandise as an occasional purchase but focusing efforts on the most popular merchandise items (t-shirts and vinyl records) with exclusive designs, limited editions and bundled offers can improve the likelihood of purchase by increasing value for money perceptions.
Drinks are a key revenue driver
Drinks sales remain strong across all live music venue types, with particularly high demand at festivals, nightclubs and grassroots venues showcasing the importance for exceptional drinks ranges that accurately satisfy audiences and can subsequently increase venue revenue on event nights.
Food sales are heavily festival-led
Food purchases are most prominent at festivals due to the variety of vendors and the longer event duration.
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SAFETY & HARM REDUCTION:
KEY TAKEOUTS
Grassroots venues appear to foster a safe community
Almost all live music fans feel secure in grassroots venues, likely due to the strong sense of community and familiarity they provide.
Need for hearing protection awareness
Despite the risks of prolonged exposure to loud music, many live music fans rarely use earplugs, highlighting the need for better promotion of hearing harm reduction.
Support for drug testing at events
The majority of live music fans back drug testing initiatives to improve attendee safety, suggesting that the Government’s Fan Led Review should consider these measures.
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FAN LED REVIEW / GOVERNMENT ACTION :
KEY TAKEOUTS
Comprehensive ticketing and venue protection
Live music Fan-led reviews should address pricing, resales, venue closures and safety measures to create a fairer and more sustainable live music ecosystem.
Willingness to support grassroots venues
Live music fans are open to paying additional charges to sustain grassroots venues, making it crucial to implement effective strategies to channel their support.
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“Music is in the DNA of the West Midlands. From heavy metal pioneers Black Sabbath to the multicultural Two Tone movement, our sounds have inspired people across the world. “So it’s no surprise that this survey shows live music still matters to people here. Everyone remembers their first gig — it’s a defining moment. Mine was The Clash in the late ‘70s. “But it’s about more than memories. With 500 venues across the West Midlands, hosting some of the biggest names in music and entertainment, and 120,000 local people working in hospitality, it’s a cornerstone of our economy. “That’s why I’m helping to make our venues safer, and our public transport network more reliable and affordable, to encourage more people to enjoy all that our world class venues have to offer.”
Richard Parker, Mayor of the West Midlands
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“Live music is central to our vision for Cardiff’s future, but no matter how hard we work to protect and develop the city’s music ecosystem, ultimately Cardiff’s venues and the artists that play in them rely on music fans buying gig tickets. Without music fans there is no live music, so it’s really important that their voices are heard. That’s why we supported the Music Fan’s Voice survey.”
Cardiff Council Cabinet Member for Culture, Parks and Events, Cllr Jennifer Burke
