For nearly two decades Secret Sounds have connected young Australians with the best experiences music has to offer.
Living, listening and partying alongside them, we have developed an instinctive understanding and a host of native insights into their lifestyle; we know this crew. But there’s no substitute for data. In July 2019, we conducted a formal tracking study to deliver deep quantitative insights on a famously hard-to-reach cohort.
This landmark study is designed to offer insight into young Australian music fans, uncovering what makes these them tick, their relationship with brands and their sense of the future.
The Love Song project spoke with close to ten-thousand individuals; the results paint a picture of an engaged, influential and inter-generational group of people – ardent supporters of culture and eager to drive progress.
Music Lovers: Agents of change, not just music fans.
The Top 10.
1. Agents of Change: very social, high reach, engaged with global issues and feel responsible for a better future.
2. A robust sample of 9,866 Australian live music goers.
3. They‘re younger and considerably more influential than the average Australian.
4. The vast majority feel that music is an integral part of who they are, and this deep connection with music holds across age groups.
5. Two thirds (67%) of music lovers actively seek out new music and love sharing it with people.
6. They have significant financial resources, more than the average Australian, with almost a third having at least $10k in savings.
7. A lot of their disposable income goes to saving for and spending on experiences, $442 average savings per month for experiences.
8. Music lovers are influential across a range of categories, particularly music, travel and food.
9. Instagram: The average music lover has a reach of around 1,200 people.
10. They’re a force for positive change, 92% feel that young people need to engage with global issues for things to improve.