Live Arts Consumer Insights

Trend - NFTs ("non-fungible tokens") are units of currency in the Blockchain ecosystem that cannot be replicated. Within the art and entertainment industries, creatives are selling their works as NFTs to monetize their music or art.

Insight - Ownership in the digital environment is precarious as many users are prone to pirate content and sidetrack paywalls. This is particularly affecting creative practitioners and digital content creators financially. Accelerated by the COVID-19 pandemic which has ensured the economic stagnation of the industry, many individuals are looking for new and innovative ways to sell their work, while also gaining some control of it on the Internet.

Trend - Companies are launching specialized and accessible modular music-making units for beginners and enthusiasts. The flexible format is portable, lending itself to the specific needs of the user and enabling them to create an intuitive approach to their craft.

Insight - Whether it is for work, a hobby, or something else, contemporary consumers are placing a premium on personalization because it affords them peace of mind by allowing them to design a product that perfectly fits their needs. By being able to tailor something to their exact specifications, individuals feel relieved that they haven't wasted time in surveying a plethora of options on the market, but also reassured and better supported in their unique endeavor.

Trend - Many companies are tapping drag queen entertainers as a way to engage consumers at home during COVID-19. Either launched as an interactive experience or a live performance, these activations serve to celebrate Pride and to uplift one's spirits, while also taking the spotlight away from Pride-themed goods.

Insight - Due to the COVID-19 outbreak, live events and large gatherings in many countries are either cancelled or highly restricted and as a result, consumers are looking to stay entertained at home while abiding by their government's lockdown rules. As many are experiencing nostalgia for live performances from their favourite personalities, individuals are looking to diversify their content intake by opting-in for real-time shows or interactive experiences. In addition to being entertaining, these activations allow individuals to feel closer to the real thing.

Trend - As a marketing tactic, alcohol brands are partnering with musicians and artists for special events. These tend to be either one-off collaborations or part of a series. The activations are often open bar and have the potential to draw a younger crowd who is looking for events that encourage creativity.

Insight - Millenial and Gen Z crowds demand one-of-a-kind experiences from brands as their consumption habits favor authenticity and transparency more so than previous generations. Often, these expectations are not unreasonable and can be seamlessly integrated into the experience of the product itself. These changes stem from a rising consumer desire to be connected to culture and creativity while engaging with brand experiences.

Trend - Musical instruments, add-ons, and other related technology are made to be more compact and accessible for musically minded consumers, enabling them to practice on-the-go or hold impromptu concerts in public spaces.

Insight - Deeply creative and passionate individuals are interested in the portability of products because this enables them to practice their hobbies on-the-go, as well as engage in impromptu creative endeavors in social situations. The satisfaction of this desire renders a memorable positive experience in the form of cost-effective and self-improving entertainment.

Implications - In an effort to get constantly connected consumers more in touch with their surrounding environments, several cities are starting to collaborate with artists to create interactive artistic installations embedded in the natural city landscape. By leveraging technology to further enhance the interactivity of the artistic elements, cities are encouraging Millennials to look up from their phones and experience the world around them while spending more time outdoors.

Implications - Technology has revolutionized the way people create, consume and experience multimedia. Notably, tech tools that allow people to make art without the use of traditional apparatuses are infiltrating the mainstream, demonstrating a radical shift in what it means to be an artist or creator in the digital age.

Implications - Extending exhibits beyond the comfort of confined spaces, artists are turning to grandiose installations to offer greater interactive appeal. Allowing spectators to become part of the exhibit itself, these art shows reflect a turn towards more physically engaging sources of art and culture.

Implications - Exhibits are utilizing elements like living room decor and rustic furnishings to familiarize art and cultural experiences. This helps evoke a sense of comfort, reflecting a desire to maintain a connection to tradition while seeking new experiences.

Implications - With the advent of CGI and digitally-rendered stunts, the desire for observing raw, natural talent is growing. Clowns and circus acts have been brought into mainstream pop culture, starting with Cirque du Soleil and continuing with professional clown schools and stilts for everyday performers.