B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • WPP
  • State of Origin
  • NRL
  • Pinterest
  • B&T Women in Media
  • Thinkerbell
  • AFL
  • imaa
  • Anthony Albanese
  • Spotlight on Sponsors
  • Meta
  • AI
  • Foxtel
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: Report: Aussie Music Fans Are “A Force For Positive Change” (& Love Brand Activations At Festivals)
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > Report: Aussie Music Fans Are “A Force For Positive Change” (& Love Brand Activations At Festivals)
Marketing

Report: Aussie Music Fans Are “A Force For Positive Change” (& Love Brand Activations At Festivals)

Staff Writers
Published on: 14th November 2019 at 9:43 AM
Staff Writers
Share
2 Min Read
SHARE

A new Australian study of 10,000 music fans has found that people who attend rock concerts and music festivals are highly motivated towards social good and are prepared to put their money where their mouth is.

The study, called “Love Song”, was conducted by festival promoters Secret Sounds, the people behind the likes of Splendour In The Grass and the Falls Festival.

You can read the report in full here.

One of the bigger revelations to come out of the study – in terms of marketing and advertising – was the effectiveness of brand activations at festivals.

According to a 1000 people who answered a survey at this year’s Splendour in the Grass, over two-thirds admitted that brand activations had a huge impact on driving positive attitudes towards the brand.

A further 84 per cent of respondents said they were “more likely or likely” to purchase or use a brand that had been active at a festival they’d attended.

The study also found that music fans are engaged, influential and are an inter-generational group of people. As would be expected, they tend to hold progressive views, support culture and regard themselves as “a force for positive change”.

Other highlights of the study found that respondents listened to upwards of five hours of music a day. They’re also not the broke, student, festival goer you may expect. A third of those surveyed boasting a bank balance in excess of $10,000.

A further third admitted getting their inspiration from activists, while a whopping 92 per cent agreed that young people needed to engage with global issues for things to improve.

And if you want to reach this engaged group – as you’d expect – there’s really only one way: social media.

Half of the survey’s respondents admitted to having more than 500 Instagram followers and used social media to spread their ideas to likeminded friends and music fans.

 

 

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Secret Sounds, splendour in the grass
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Telstra Launches One-Off Ad During State Of Origin Decider
11/07/2025
Clemenger BBDO Sydney office.
Agency Scorecard: Clemenger BBDO
11/07/2025
Matt Coote.
Matt Coote Takes New Senior Role At GumGum
11/07/2025
Spenser Skates.
Amplitude Acquires Kraftful To Embed AI-Native Voice Of Customer Capabilities
11/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?