Nearly two-thirds of Brits say music gigs are their favourite live events

17 October 2023 , 12:04

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Two-thirds of Brits are most likely to spend their money on live music gigs or concerts (Image: SWNS)

Nearly two-thirds of Brits (63%) said music gigs or concerts are the top live events they are most likely to spend their money on – ahead of sporting events, and comedy or stand-up shows.

Other popular live shows people would be keen to book include dance performances, and live podcast recordings – while 14% would opt for a theatre show.

And the survey of 2,000 adults found that live music lovers have already been to four gigs this year, on average – with a further three planned before the end of 2023.

In fact, 43% would rather go to a gig than enjoy a night in the pub with pals – and one in ten would even skip a friend's wedding to go see their favourite artist live.

But almost half of those polled (48%) have no idea that grassroots music venues are in trouble – with 125 venues having shut their doors for good in the past 12 months.

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And registered charity, Music Venue Trust, predicts that one in six grassroots music venues around the UK (16%) will have closed by the end of this year.

To help support the future of live music, mobility super app FREENOW, which commissioned the research, has launched its “Ride for Music” campaign, donating £1 per ride to Music Venue Trust. All passengers need to do is “opt in” to ensure the donation is made, at no extra cost.

Nearly two-thirds of Brits say music gigs are their favourite live events

But grassroots music venues around the UK are increasingly closing their doors (FREENOW)

In support of the campaign, Ed Sheeran said: “Like so many musicians, I started out playing in grassroots music venues. They are such a vital part of the music ecosystem. Without them, I definitely would not have had the chance to hone my craft and become the artist I am today.

“I applaud the Ride for Music campaign and hope it raises loads of money for the Music Venue Trust, who work tirelessly to both protect and promote these wonderful spaces.”

The study, conducted via OnePoll, also found that 80% said the music scene is a very important factor for living in any city, highlighting the significance live shows have on city dwellers.

And it emerged that as many as 88% said live music experiences positively impact their mental health.

However, 68% of those surveyed have been hit by the cost-of-living crisis, impacting the number of events they’ve attended so far this year – which is part of the reason grassroots music venues are struggling to remain open.

Michelle de Maat, for FREENOW UK, which is committing to a minimum donation of £200,000, said: “Music has such a positive impact on people’s lives and on their mental wellbeing – so supporting live music and preserving venues is key to making city life more vibrant for all.

Ed Sheeran is supporting a campaign to help protect smaller live music venues, like the ones where he started his own career (SWNS)

“By contributing to the resilience of these vital spaces during such challenging times, we aim to ensure that the stages remain lit, and artists have a place to showcase their talent.

“Ultimately, this supports our users, drivers, and all those who rely on these exceptional venues and a thriving nightlife throughout the country.”

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It also emerged 84% enjoy discovering new music through the gigs they go to, and almost two-thirds of respondents prefer a feeling of intimacy in the shows they attend, preferring to watch acts in smaller venues – compared to just one in four (24%), who would rather see a well-known performer in a bigger venue.

The study also revealed that 62% have booked tickets to see a show off-the-cuff, and 80% like the idea of attending an impromptu gig in the heart of a city. However, 48% struggle to act spontaneously, potentially missing out on a number of live music opportunities.

Mark Davyd, founder and CEO of Music Venue Trust, added: “FREENOW’s Ride for Music initiative gives every music fan in the UK an opportunity to play a role in directly supporting grassroots music venues.

“People can make a genuine difference in helping to prevent venue closures, support artists, crew, and staff – becoming part of the solution, and helping the whole music and night-time economy.”

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