Exploring motivations for popular music concert attendance

Audience analysis in reference to the market for live music concerts, and specific studies on motivations for popular music concert attendance are extremely sparse. Motivations that drive consumer decisions to attend specific events have been identified for sporting events, performing arts, jazz festivals, tourism, food festivals and festivals in general, where motivations have been demonstrated to differ depending on the type event attended. Recognising the potential for popular music concert motivations to differ from consumption of other events, this study aims to explore potential motivations for popular music concert attendance. An exploratory, qualitative study (specifically focus groups) was therefore undertaken to investigate these constructs in reference to attendance at popular music concerts. The author identifies 11 motivations that drive people to attend popular music concerts. Of these, the research also pinpointed four motivations yet to be addressed in any substantial way in the event literature, including nostalgia, status enhancement, venue and destination and experience new music.