According to research from Live Nation's "Love for Live" study, 99 per cent of Gen Z and Millenials said live music is important to them, while 62 per cent said they absolutely can't live without it. In the last five years, 92 per cent said their attendance at music festivals has increased, with most fans saying they attend two or three festivals a year on average.
For Live Nation the ticket sales company that helps music fans to find out where their favourite band is playing, this piece of statistic is a big lever. Last year, the company moved over 530 billion tickets. With it came a huge bank of data that helped Live Nation help brands connect with Millennials and Gen Z.
Pepsi started working with Live Nation in 2015 with the goal of getting more in touch with millennial music fans. Last year, at music festival Lollapalooza, Live Nation helped Pepsi create the Pepsi Zero chill house aimed at elevating the fan experience. Lollapalooza had over 400,000 fans coming through. Overall, the experience scored Pepsi 33 million PR impressions for the weekend.