Maven Road study suggests 45% of dance music fans paid for live broadcasts during pandemic
Recent Maven Road study suggests 45% of dance music fans paid for live broadcasts during pandemic
Global business intelligence firm Maven Road has a clear vision for creating lean and actionable social media insights on consumers and audiences, taking a multi-faceted approach for growing businesses. Using their knowledge and expertise to enable their clients to access new pockets of consumer data that would otherwise remain untapped, Maven Road develops concise reports comprising a wide variety of variables that influence digital media activity and social, including trend tracking, consumer listening analytics, influencers, ID conversation pilots, and more.
A new study recently looked into the electronic dance music scene; new research suggests that 45% of dance music fans paid for live broadcasts during the pandemic. With dance music being the third most popular musical genre in the world, around 1.5 billion people regularly listen to dance music. As the popularity of live broadcasts increased dramatically around the world during the pandemic, many of us as dance music fans have continued to enjoy and share music, to interact with others. and stay informed about various music-related shows and events. The recent âDance Music, These Daysâ study further delves into the characteristics of dance music fans while highlighting changing trends following the COVID-19 pandemic.
Sharing the process and approach behind the study, COO and co-founder of Maven Road Paul Herrera shares: âOur Maven Road analysis team has combined qualitative and quantitative research methods to gain a comprehensive understanding of what characterizes Dance Music culture, both online and offline. Live broadcasts have undoubtedly become an essential aspect of dance music fan routines, as Maven Roads ‘analysis of dance music fans’ link sharing behavior on Twitter between 2019 and 2020 revealed that the content related to live broadcasts accounted for the largest increase among all types of content shared by users. (from 8% to 30%).
The research and analysis covers both online and offline behaviors from January to December 2020 to help key industry players understand how to best approach this audience. With ongoing polls of dance music fans, Maven Roads shares insight into their viewing behavior since the start of the pandemic. With over a year without shows or festivals, world-class artists such as David Guetta and Martin Garrix had to adapt to a new reality by creating highly engaging online music experiences for users to enjoy. To recreate an in-person experience, online sets continue to become more and more elaborate and visually stimulating.
Additionally, offline interviews were conducted with industry experts working at Defected Records, and a survey of over 2,000 participants from the UK, Germany, US and Mexico was completed. used to support online search results. A netnographic study was conducted of live chats and dance music subreddits to better understand how dance music fans interact and build communities within online spaces. A social media analysis (SNA) was carried out on Twitter to identify key players in the dance music scene. A separate social media analysis of dance music fans on Twitter used keywords in profile bios to find out how these fans described themselves online. According to a social network analysis (SNA) conducted of users discussing dance music users on Twitter, Maven Road found that a large subset of fans are involved in the music industry and most are involved in the music industry. identify as musicians, DJs or producers in their Twitter bio. Analysis of more than 5,000 conversations on Insomniac television, Maven Road presented some interesting information which revealed that most of the fans discussed “community building” and “personal life” which encourages connections between users. These conversations included greetings and comments on daily life, also highlighting the welcoming attitude of the community.
In addition, dance music fans have found platforms like Reddit very useful for maintaining connections with people they have previously met at events, sharing jokes, memes, trivia and videos with memories of past shows. Due to the lockdown, many users shared photos of how they created home raves and mentioned that they were inspired by the home rave rituals of other users. Users were generally more involved in the music at night than during the day during live broadcasts. They expressed their excitement by sending emojis, commenting on song lyrics as if they were singing, and encouraging others to drink and have fun. Some users also reported that they often listen to other music while keeping the chat open for “the mood”. . As a result, dance music halls emerged on online platforms during the pandemic, allowing fans to regain a sense of belonging by interacting with each other in virtual experiences.
While many of us heartily missed the live events, news from Maven Roads revealed that dance music fans were either ready to attend live events after the pandemic or unsure about it. In conclusion, there is a small chance that virtual events will replace in-person festivals and raves as the world returns to normal. Nonetheless, they will continue to be relevant to brands as they provide them with exciting new ways to experience music. While some attendees at the Tomorrowland Virtual Festival have mentioned that they would like to attend the event in person next year, other fans have said that they will continue to attend virtual events after the world reopens because they did not feel ready to attend events with large crowds. On the other hand, fans are asking for more immersive experiences. Within the virtual festival, many said that they would be interested in experiencing the event in virtual reality and would ask for the one from Tomorrowland. Sharing his point of view following the analysis, Paul Herrera states:
âWith the rise and popularity of dance music in previous years, as well as the revenue generated by this industry, there are significant opportunities for brands to connect with dance music fans. . However, since this audience has an aversion to over-marketing, it requires more than traditional marketing efforts: strategies need to be thoughtful and intentional, as fans of dance music are often proud of their underground and cultural backgrounds. “
Make sure to connect with Maven Road by visiting their website here and let us know if you’ve paid for a live stream in the comments below.
Image Credit: Martin Garrix (via Maxim Kuijper), David Guetta (via Facebook)