<\/span>Share<\/span><\/p>\n <\/a><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n <\/span>Tweet<\/span><\/p>\n <\/a><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n <\/span>Share<\/span><\/p>\n <\/a><\/p>\n \t\t\t\t\t\t\t\t\t\t\t\t<\/p>\n <\/span>Email<\/span><\/p>\n <\/a> <\/p>\n BRING \u2013 Universal Music for Brands<\/a> has launched a new cultural study aimed at helping marketers navigate Australia\u2019s evolving live music landscape. Unveiled at an exclusive Sydney event, The New Gig Economy<\/em> explores how fan behaviour is shifting in the wake of festival disruptions and what that means for brands seeking meaningful engagement through music.<\/p>\n The report was presented to over 120 marketing professionals by James Griffiths<\/strong>, General Manager, Creative, and Brooke Pilton<\/strong>, General Manager, Commercial, followed by a performance from rising Australian artist Ruby Rodgers.<\/p>\n With several high-profile festival cancellations and changes in fan attendance patterns, BRING<\/a> sought to understand what today\u2019s music lovers value from live experiences.<\/p>\n The research reveals a more selective but enthusiastic audience, increasingly drawn to intimate, personalised events over large-scale, generic festivals.<\/p>\n \u2022 74%<\/strong> of live music fans plan to attend more events in 2025 The New Gig Economy report<\/p>\n<\/div>\n \u201cWe\u2019ve been seeing a shift in what young fans are seeking from their live music moments,\u201d Griffiths said. \u201cFor brands, this presents an opportunity to create a real value-exchange by making owned moments for themselves that activate and engage deeply with an engaged music community.\u201d<\/p>\n The report makes the case for brands to move beyond traditional sponsorship and instead create proprietary music events. This strategy offers full control, clearer brand attribution, and closer association with music culture. BRING argues this approach is more likely to cut through, particularly with younger audiences seeking authenticity.<\/p>\n The New Gig Economy<\/em> is now available to marketers interested in leveraging music culture to drive brand relevance. To request access, contact the BRING team at [email\u00a0protected]<\/span><\/a>.<\/p>\n
\n\t\t\t\t\t\t\t\t\t\t\t<\/section>\nLive music in transition<\/h2>\n
Key findings from \u2018The New Gig Economy\u2019<\/h2>\n
\u2022 <\/strong>80%<\/strong> prefer events that cater to their specific music tastes
\u2022 <\/strong>58%<\/strong> do not notice event sponsors, highlighting the challenge for brand visibility
\u2022 <\/strong>63%<\/strong> would like to see brands host their own curated music events<\/p>\nOpportunity for brand ownership<\/h2>\n
About BRING<\/h2>\n