EDM for brands
Live events producer SFX Entertainment has launched an Audience Insights Group to study electronic dance music fans and understand their interests, attitudes and behaviours to provide brands with ideas for connecting with this segment. “The insights lead, we believe, to some provocative questions that marketers might want to consider as they strategise about how to connect with this elusive audience,” said Whitney Miller, director of consumer insights for SFX.
SFX’s new Electronic Music, Technology and Youth Culture Study found that EDM fans enhance their experiences with their smartphones and social media, as 79% say they take photos or videos at events. Another 51% seek information about artists or songs on their smartphones while at events, and 50% say they use social media to post about festivals while they are there, with Facebook and Instagram being the most popular networks.
Over 90% of Beatport users say they appreciate it when brands bring them great events, with 87% having a more positive perception of a brand knowing that it’s associated with electronic music.