Nielsen's Deep Dive Into Canada's Live Music Scene
We know there is a lot more to Canada's music scene than major markets such as Toronto and Vancouver or a few major artists who come to mind. Now, for the first time ever, Nielsen has surveyed a representative sample of Canadian eventgoers with their "Canada Live Music & Brands Report," which takes an end-to-end look at what turns out audiences for concerts and what they care about.
Mainstream U.S. audiences can forget the country of origin for stars like Justin Bieber and Celine Dion. Drake stands out for his Toronto pride and multiple GRAMMY wins for "Hotline Bling" at the 59th GRAMMY Awards. But taking a holistic look at Canada is different from focusing on a few of their most beloved exports.
Looking at "the live music attendee's journey" pre-event, on-site and post-event, the report reveals a granular picture of cost-conscious shoppers for memorable music experiences.
For example, those surveyed (18-plus years old who have attended a live music event in the past year) spent 60 percent of their music-related budget on live concerts, while 70 percent used social media while attending concerts. Meanwhile, 40 percent of concert attendees purchased the artist's CD following a concert; 29 percent streamed the artist's music.
With such a robust scene burgeoning, more and more American consumers just might be tempted to take their own concert journey north.