Live Nation has released The Return to Real, a new report examining why live music is becoming increasingly valuable to fans — and why access to concerts could become a major driver of brand loyalty.
Drawing from Live Nation's Global Living for Live Study, which surveyed 42,000 respondents across 15 countries, as well as its Global Loyalty Rewards Study of 3,450 respondents across 12 countries, the report points to a growing appetite for experiences that happen away from the screen.
According to the findings, 93% of fans said they crave real experiences over digital ones, while 80% would rather spend on experiences than material things. Meanwhile, 84% said live music "gives them the most life", and 85% attend live shows to feel part of something bigger.
Live music also ranked as respondents' favourite form of entertainment, ahead of sports. In one of the report's more striking findings, seven in 10 respondents said they would choose tickets to see their favourite artist over having sex.
For fans, the appeal goes beyond simply watching an artist perform. From travelling for concerts and planning outfits to lining up for merchandise and swapping setlist predictions, the report frames live music as an experience built around anticipation, community, and memories.
“There's just no replacement for the live music experience,” said Jon Ostrow, Spotify's Head of Business Development, Live Music. While acknowledging Spotify's position as a digital platform, Ostrow noted that digital and live experiences can increasingly “go hand in hand”, creating better experiences both online and offline.
From streams to the concert queue
That connection between online fandom and real-world experiences is already taking shape through Spotify Reserved.
Created with Live Nation and Ticketmaster, the programme uses listening signals such as streams, saves, shares, and location to identify some of an artist's most engaged listeners and offer them ticket access before the general public. The programme launched with Role Model and Rod Wave.
Rather than rewarding fans solely for spending money, Spotify Reserved effectively treats fandom itself as a loyalty signal. The report argues that this makes recognition more meaningful because access feels earned through a listener's relationship with an artist.
The idea also arrives at a time when conventional loyalty programmes are struggling to stand apart. While 66% of fans surveyed said they engage with loyalty programmes more than they did a year ago, 64% said they are less loyal to brands than they once were. More tellingly, 71% said loyalty programmes feel the same.
Concert access is becoming a loyalty perk
Mastercard has taken a different approach through its Priceless platform and partnership with Live Nation. Cardholders can receive benefits including concert presales, premium tickets, VIP experiences, and curated music experiences across 32 countries.
According to the report, the partnership has provided access to more than 5.5 million fans across over 6,000 shows featuring more than 1,700 artists.
“As people place greater value on real-world experiences, access has become one of the most powerful forms of loyalty,” said Monica Biagiotti, EVP, Global Consumer Marketing and Sponsorships at Mastercard.
Biagiotti pointed to everything from travelling for a bucket-list concert to sharing a night of live music with friends and family as experiences capable of creating lasting memories. “Through the Priceless Platform and our partnership with Live Nation, we're making those moments more accessible for millions of cardholders around the world,” she added.
Lowe's, meanwhile, has incorporated concerts into its MyLowe's Rewards programme, offering members benefits at 20 Live Nation amphitheatres. These include discounted children's tickets, complimentary lawn chair rentals, and ticket sweepstakes, alongside tailgate experiences surrounding shows.
“Products may bring someone through the door, but experiences are often what make them want to come back,” said Amanda Bailey, VP of Customer Marketing and Loyalty at Lowe's.
“Music connects people through emotion. Almost everyone has a song, an artist or a concert that means something to them,” she continued, adding that live music allows Lowe's to give loyalty members experiences and benefits that make those moments even better.
Why the live experience matters
The report suggests these partnerships work because a concert reward can carry value well beyond the night of the show. There is the excitement of securing a ticket, the anticipation leading up to the event, the experience itself, and the memories and conversations that follow.
Live Nation's research found that 73% of fans are more likely to pay attention to brands that are part of the live music experience, while 72% are likely to spend more with them. Eighty percent said they leave liking the brand more, while 94% share their experience on social media.
For Live Nation, the takeaway is that loyalty does not necessarily have to mean more points or another discount. Access itself can be the reward — whether that means getting into a high-demand show, landing a better seat, or experiencing something unavailable to everyone else.
“On a human level, live music simply creates anticipation, belonging, memory, and meaning — in ways that virtual interactions cannot,” said Live Nation's Russell Wallach.
As AI and digital experiences occupy a larger part of everyday life, The Return to Real makes the case that experiences which cannot quite be replicated through a screen could become increasingly valuable.
And for anyone who has counted down the days to a concert, joined a merch queue hours before doors opened, or sung a favourite song alongside thousands of strangers, the appeal of experiencing it all in real life is already familiar.
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