Connecting the live music industry
Gen Z prefer real-life experiences over digital
March8
A new study from Australia reveals that Gen Z is shifting away from digital interactions in favour
A new study from Australia reveals that Gen Z is shifting away from digital interactions in favour of real-life (IRL) experiences, emphasising authenticity and connection.
The 2025 ‘Love Song’ report by Connect by Live Nation highlights a major shift in Gen Z behavior, with 86.2% of respondents citing “realness” and “authenticity” as top priorities.
The study surveyed 4,656 Australians, including 1,217 Gen Z respondents (born between 1997 and 2012), making it one of the country’s most comprehensive analyses of the generation’s preferences.
Music remains a crucial part of Gen Z’s happiness, with 87.9% saying it shapes their identity and helps them navigate life’s uncertainties. Despite being digital natives, 92.3% crave in-person experiences, with more than half (58.8%) prioritising music over other aspects of life such as career (37.8%), relationships (27.2%), and health (21.1%).
Kristy Rosser, senior vice president at Live Nation Australia, emphasised the importance of fostering genuine connections:
“Gen Z fandom is rooted in deep connection and shared experiences. Our research shows that fans actively seek this from brands, particularly when it comes to immersive experiences like live music. Brands that offer real, transparent engagement will build lasting trust and loyalty.”
Rosser highlighted that success in engaging Gen Z lies in crafting authentic experiences, whether through live music events, nostalgic storytelling, or meaningful artist partnerships.
Connect by Live Nation, formerly known as Secret Sounds Connect, is an Australia-based sponsorship, creative, and experiential agency in music.
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