Initiated in October 2020, the Live FM: Fan Monitor research initiative aims to study behavioral and perceptual trends of consumers of live music experiences. Its main purpose is to provide a valuable contribution to the music industry and its various stakeholders, academics, the media and music fans.

The focus of investigation lies on three core areas: music, marketing and technology.

We wish to understand behavioral patterns of music fans when consuming experiences in music. Also, the role of brands and organizers in creating and co-creating memorable experiences and services. Furthermore, the role of technology in innovating experiences and enabling brands to provide successful fans-oriented solutions.

Finally, and importantly, the Live FM: Fan Monitor aims to generate outcomes that can support managerial actions and decisions. This way, we believe we will contribute to a more positive consumer experience in music, successful managerial decisions by all stakeholders involved.

The second edition of the Fan Monitor addresses issues such as: consumers’ purchase intention and general perceptions towards live events, questions regarding society and environment (e.g. climate change, political divide, sustainability) and the role of the industry in such issues. Also, it measures perceptions towards technology innovations (e.g. facial recognition, artificial intelligence and virtual reality) in live experiences.

As in the first edition, the monitor will contrast responses of music fans in Germany and Scotland. The report, to be published in December 2021, will provide insights on discrepancies and synergies among music fans in both countries.

This first edition of the Fan Monitor contrasts the perceptions and intended behaviors of music fans in two relevant markets: Germany and Scotland. Questions cover relevant topics to the entertainment industry during the Covid-19 pandemic.

Results presented here, however, are not representative of their populations, as non-probability sampling techniques were applied and samples are too small for results to be generalized. Nevertheless, findings reveal relevant insights of music fans on both countries.