Running head: SOCIAL MEDIA AND CONCERTS
The Effects of Social Media on Concert Attendance
Sarah Bradley
Longwood University
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Table of Contents
Abstract…………………………………………………………………………………………....3
Acknowledgements………………………………………………………………………………..4
Introduction………………………………………………………………………………………..5
Review of Literature………………………………………………………………………………6
The Music/Concert Industry………………………………………………………………6
Venue Use of Social Media……………………………………………………………….8
Audience Use of Social Media……………………………………………………………8
Theoretical Grounding…………………………………………………………………...10
Uses and Gratifications Theory………………………………………………….10
Diffusion of Innovations Theory………………………………………………...11
Research Hypotheses…………………………………………………………………………….12
Methodology……………………………………………………………………………………..12
Results……………………………………………………………………………………………14
Discussion………………………………………………………………………………………..17
Limitations and Suggestions for Future Research……………………………………………….20
Conclusion……………………………………………………………………………………….20
References………………………………………………………………………………………..22
Appendix: Survey Questions…………………………………………………………………….23
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Abstract
Social media usage and concert attendance continue to increase. The music and concert
industry itself, the venues and the fans all use social media in different ways in relation to
concert attendance. As concerts change over time, so does social media and the various forms
that are popular and widely used by many different people. 83 people over the age of 18 who
had been to a concert in the last year were surveyed about their use of social media and their
experience of concert attendance. They were asked about the various forms of social media they
use, if they follow concert venues or post about concerts on these sites, how it affects their
concert experiences and asked demographic questions.
Keywords: social media, concerts, music
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Acknowledgements
I would like to dedicate this study to my family; my parents David and Jenny Bradley and
my sister Emily Bradley, along with my uncle and aunt Eddie and Linda Bradley. Their
steadfast support, help and love during the last four years and throughout my life has been so
important. I would also like to dedicate this study to some of my closest friends in the
Communication Studies department: Sarah Banschenbach, Sophie Shelton, Karrah Vincent and
LaNeka Brown. This study is also dedicated to my Communication Studies professors who have
taught me so much: Dr. Tracy, Dr. Johnson-Tsigaridas, Dr. Rao and Professor King. This study
is also dedicated to the memory of Dr. Stuart (Dr. B.).
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Introduction
The purpose of this study is to investigate the effects that different forms of social media
have on concert venues and concert attendance. The investigation will uncover which kind of
social media has the biggest impact and will also understand who is using these media forms
when it comes to concert venues-such as age, sex, education level, etc. The literature review that
follows gives insight into the concert and touring industry, investigating how it has changed over
the years and the impact that certain aspects have had on it, including social media.
Social media is a growing phenomenon and many businesses and companies use it for
promotion and marketing purposes. This includes concert venues, which use different forms of
social media such as Facebook, Twitter, Tumblr, YouTube, Instagram, FourSquare, etc. While
information has been uncovered about the general way these social media websites have
impacted the music industry, not much has been studied about the ways it impacts concert
venues in particular and how concert venues use social media to interact with the public and vice
versa.
Through the understanding of communication styles and strategies between consumers
and venues via social networking websites, it will be more evident which forms of social media
are the most effective and who is using them the most.
This is important because it allows marketing personnel at concert venues and market
researchers to understand how social media best explains and demonstrates the most effective
use of social media as a marketing mechanism.
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Review of Literature
The Music/Concert Industry
This particular industry in the realm of entertainment-music and concerts, specifically-is
so unique in that it can include everyone and that it is always changing and growing. A great
deal of work goes into keeping this fresh and functioning successfully, from onstage to
backstage.
The article “The History and Evolution of Social Media” discusses the different forms of
social media that have been used over time-early sites such as LiveJournal and Friendster and
current sites such as Facebook and Twitter. While some of these social media sites may not be
around anymore, it is still important to understand the ways they were used and to see where
social media sites may go in the future.
Black, Fox, and Kochanowski (2007) studied tours that were ranked in the top 100
between the years 1997 and 2005, using data from the YearEnd Edition magazines of Pollstargross ticket sales, ticket prices, number of performances given, etc.). For the music industry and
professionals working within that industry, concerts and touring are a very important component
of what makes a person so successful. It is a major source of their income, along with sale of
music and songwriting royalties.
There are some downsides to fans attending concerts and to the production of concerts
overall and this can have an adverse effect on the industry, such as cost, sensory issues, and time.
However, the positives of this have a greater impact on the success. Artists also have negative
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and positive to touring but there are three main reasons artists go on tour, which are to make
money, to increase fan base, and to continue relationships with current fans. Fans attend various
concerts because of the feel of community they receive, the chance to listen to songs they love
and new songs that have not been released, and the creative aspect of everything. (Black, Fox &
Kochanowski 2007).
Laing (2009) discusses the different types of concerts and venues that occur in different
ways, such as residencies, circuits, and tours. By mapping concerts in different places and by
analyzing three case studies-shows from three different genres in Manchester in the 1960s, four
national tours in 2008 in Great Britain, and the massive international career of Elton John form
1970 to 2006-more was discovered about how concerts change and grow depending on the time,
location, and genre of music. For example, much of a concert’s success depends on the artist and
where they are playing (city/country and venue). Then, the way in which the concert is
promoted leads to a truly successful concert, which has been shown over time.
By studying the different ways that artists perform-such as through residencies, circuits,
and tours-and the ways these performances vary depending on where they are held, more can be
understood about the differences in these shows and how audiences interact. Some of the
studies, such as the Manchester concerts and Elton John’s earlier concerts, were held before the
advent of social media and the way promotion has changed with the use of social media is
important.
Venue Use of Social Media
Concert venues work hard to stay current and to understand the media usage by people
around the world. Through the use of social media, it is easier to promote concerts and tours,
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share videos, interact with fans (contests, question and answer sessions, sharing of information,
etc.).
“In modern times the most significant development in the concert industry has been the
widespread corporate consolidation in concert promotion and production” (Black et al., 2007).
This means that different acts and laws and different ownership by big corporations has a direct,
and sometimes legal, part in these marketing strategies.
There are many important aspects of venues of all different sizes using today’s media to
promote concerts of all different genres, no matter where they are. Once a venue utilizes social
media and releases it to the public, it is fair game for anyone. Venues have taken part in sharing
video or pictures from artists’ websites (which in turn gives more publicity for the artist),
interacting with fans, and giving information about ticket sales and purchases.
Audience Use of Social Media
Social media is a vital part of today’s culture but, like other important and popular basics,
there are distinguishing numbers in who uses social media the most and most efficiently. Donald
F. Roberts and Ulla G. Foehr (2008) studied how people, especially adolescents, use various
forms of media, such as television, computer, video games, etc. and the way that differences in
demographics, such as race and socioeconomic status, also influence media usage.
These differences are partly due to the digital divide, which is “variations in access to
personal computers and allied technologies, such as Internet connections, according to
differences in socioeconomic status, race and ethnicity, gender, and geography” (Roberts &
Foehr, 2008). Households with a greater annual income are more likely to have Internet access
and a computer at home. This, then, can be directly equivalent to the likelihood that someone
would buy a concert ticket and attend a concert at a live venue.
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Fans use video sharing on almost every social media site on the Internet to promote their
favorite artist, concert venue, or themselves. YouTube is a key player in the social media
phenomenon and, using this; people often want to upload their videos taken at concerts so that
others can see what they saw.
Research was gathered (Lingel & Naaman, 2011) to see why and how fans uploaded
videos from various concerts to YouTube. Several people, who attended concerts of various
sizes and genres (such as mainstream music vs. “indie” music and then posted information from
these events on websites like YouTube, were interviewed about this experience. Not only can
users of these sites post and view videos, they can also comment and interact with other users to
discuss a mutual favorite act or to debate about who is “better”. Regardless, the sharing of a
video of a song performance in concert can also help the venue, audience member, and artist be
seen. The saying “you should have been there” is closer and easier to achieve now than ever
before, with someone never having been there at all.
Music fans also use social media to make money, in the sense of buying or selling
material, like memorabilia bought at concerts. They also do this to build a strong connectivity
and respect with their fellow fans. “Both as a community goal and a result of online interaction,
bonding through sociability is enhanced through the exchange of material culture” (Baker, 2012).
In this research, Baker conducted 101 interviews and observed different fan groups to understand
how people fans communicate online to people that are also fans of particular music. These
tightknit Internet communities helped ease the boundaries between different people in ways that
they otherwise could not. People want to feel like they are part of something and, similar to the
current popularity of YouTube; they want to feel like they were at a concert that they may not
have been able to actually attend.
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Garg, Smith, and Telang (2011) completed a research study of over 4,000 members of an
online music community, Last.fm. Through their research, such as the amount of available data
on the site, the influence of media and the “noise” around them, and the observation of the way
users interacted with strangers on the site by sharing music and information, it was gathered that
these interactions had a great influence on the new music they discovered. They were able to
listen to and take in new information about artists, tours, etc. and they made new friends from
these sites. This diffusion of music in this particular study resulted in more success in the music
industry as a whole and in the way that fans interacted with each other and more success for
social media.
The constant interaction with other people who enjoy the same genre of music and attend
concerts at the same place as another person is a large influence on why people use social media.
By exchanging information and becoming part of a community, yet still holding a sense of
individuality and understanding of whom one really is, social media is utilized by fans in a
successful way. When concert venues take this into consideration and market shows for the fans,
they see more success.
Theoretical Grounding
Two theories that are pertinent to my research and studies are the Uses and Gratifications
Theory and the Diffusion of Innovations Theory (also known as the Diffusion Theory). These
are important and hold strongly for my research.
Uses and Gratifications Theory
Griffin (2000) analyzes the theory of Uses and Gratifications, first developed by Blumler
and Katz. This theory states that there are many different ways in which audiences use mediathere is not one set description. People have their own freedom to make decisions about what
SOCIAL MEDIA AND CONCERTS
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media they will interact with and how they will use it. There are several components to this
theory and reasons why people use media, such as to be educated about a particular subject, to
interact socially with others, to be more stress-free, to identify with others, and to receive
entertainment value.
This theory correlates with this research topic because it wishes to explore and
understand how people interact with media and the choices they make to use certain social media
sites instead of others. Based on this theory, people who do choose to use forms of social media
do so willingly and openly and do so the way they intend. All of the factors that are part of what
makes the Uses and Gratifications Theory are part of people’s usage of social media and part of
using it for concert purposes. Everyone may use these media forms in their own way and may
have a different experience than others who use the same forms of media. For example, a
concert venue could have a Facebook “fan page” with the expectation that people will use it a
certain way but that may not be the case.
Diffusion of Innovations Theory
The Diffusion of Innovations Theory involves the spread of ideas and topics amongst a
group of people. This can be through a variety of texts, including social media. It is also an
aspect of public relations and gauging public knowledge about a certain subject. This theory was
discovered by Everett Rogers and is still widely used today (Botan & Hazleton, 1989). It can be
linked to anything that people want to spread to others-ideas, information, music, etc. By being
open to the aspect of change and embracing new ideas, this theory is able to work to its fullest
extent.
Through the use of this theory, it will be easier to understand why people use social
media and how the use of it allows ideas to be known across different groups of people. The
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diffusion of media amongst groups is a very important part of this research study. When people
expand their thoughts and ideas to others, those are wider known and utilized to the best of their
ability.
Research Hypotheses
The hypotheses for this particular research are nondirectional.
H1. People will have different preferences for type of social media utilized
H2. People will have differing reasons for using social media related to concert venues.
H3. Age will play a factor in the use of social media, as a fan, for concert venue
interaction.
H4. Sex will play a factor in the use of social media, as a fan, for concert venue
interaction.
Methodology
This research was done by a quantitative study. By using a quantitative study for my
research, I was able to conduct a survey and gather information about how people use social
media in interaction with concert venues and thus attend concerts.
For my quantitative study, I surveyed anyone over the age of 18 that had attended a
concert in the last calendar year. This was such a large group because I wanted to see what
demographics utilize social media the most often, which sites they are often interacting on, and
the influence it has on their concert attendance. Knowing this data can assist in understanding
marketing and promotion in the future. Participants were recruited for research via Facebook
and e-mail. Students in early level Communication Studies classes were also given the link to
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complete the survey. They had to have attended a concert in the last year and have a social
media account.
I used a survey for this research procedure. According to Keyton (2011), a survey is “a
system for collecting information…about almost any communication concept or topic” (p. 161).
Surveys are important ways to gather basic information from people and about people,
anonymously. For this particular research study, I used the website SurveyMonkey, which is a
very efficient and useful website for documenting and sending out surveys to anyone.
Through this survey, I discovered the effect that “liking”, “following”, etc. a certain
concert venue(s) on a social media site and how being involved in these online communities has
on concert attendance. This also led me to understand who is using which social media sites the
most often.
For my hypothesis which states “people will have different preferences for type of social
media utilized”, there are dependent and independent variables. The dependent variable is the
concert venue, while the independent variables are different social media sites that will be
studied in this research, such as Facebook, Twitter, Tumblr, and YouTube. There are varying for
preferences for which one is best for interactions.
Operationalizing the variables, or the way that variables are “observed or measured in a
specific way” (Keyton, p. 50) by asking survey participants which social media sites they prefer
and, throughout the survey, building on why. By understanding this in the context of concert
venues, I was able to understand which are most popular.
The statistical test of regression will be used for this study, especially for the first
hypothesis. Regression is defined as “a set of statistical techniques that predict some variables
by knowing others” (Keyton, 231). This can be built off of different data understandings. There
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are different types of regression, such as linear regression and multiple regression. It will be
used for this particular research because it will assist in the prediction of how independent
variables relate to the dependent variable(s). In the case of the first hypothesis, there will be a
regression between which social media an audience prefers and how they use it in connection
with a concert venue.
Using quantitative studies to analyze the use of social media in the music/concert
industry was efficient in gathering information from the large amount of people I wanted to
study. This also attempted to assist in filling in the research gap about who (based on
demographics) uses social media sites the most in relation to how they attend concerts.
This research is reliable, “the extent to which an experiment, test, or any measuring
procedure yields the same result on repeated trials” (Howell, Miller, Palmquist, Park, Sattler,
Schack, Spery, Widhalm, 1994-2012), but the results depended greatly on the person taking the
survey and their experiences. This research is also valid, “the degree to which a study accurately
reflects or assesses the specific concept that the researcher is attempting to measure” (Howell et.
al, 1994-2012), because I was able to understand how people are using social media in relation to
attending concert venues and who is using the social media. There are some weaknesses though,
such as the variability and amount of write-in descriptions there were.
Results
83 people took part in the survey, 71 of them were female and 21 were male.
H1: People will have different preferences for type of social media utilized.
There is a strong preference for different social media profiles based on what types of
profiles people have. Based on majority findings, 98.8% of people surveyed have a Facebook
profile. 68.7% have a Twitter profile. 70.7% do not have Tumblr account. 56.10% have a
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YouTube account. Some of the other popular write-in social media accounts that respondents
regularly use are Instagram, Pinterest and Vine. 8.43% of respondents also use other forms of
media, such as chat rooms/message boards/forums/etc. in relation to concert venues.
H2. People will have differing reasons for using social media related to concert venues.
People use the differing forms of social media for different reasons. The amount of
people that use Facebook to interact with concert venues was nearly half either way, with
50.62% of respondents using the site for that purpose and 49.38% of respondents not using the
site for that purpose. 81.16% of the Twitter users do not follow a concert venue on the site. 95%
do not follow a concert venue on Tumblr. 73.91% do not subscribe to a concert venue on
YouTube. 93.10% of respondents that answered that they have other forms of social media
(Instagram, Pinterest and Vine) do not use these to interact with social media.
77.11% of respondents said that they post on any form of social media about concerts and
music in general. 55.42% of concertgoers answered that they post on any form of social media
during concerts. 86.75% of the survey takers said that they post on social media after they have
been to a concert. 83.13% of the respondents said that pictures would be the media source most
likely to catch their attention.
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H3. Age will play a factor in the use of social media, as a fan, for concert venue
interaction.
Although there were some demographic limitations (see section below) to my research
study and my overall findings, I was able to find some information about the role that age plays
in the use of social media. The majority, 91.57% of respondents, were between the ages of 1825.
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H4. Sex will play a factor in the use of social media, as a fan, for concert venue
interaction.
The limitations were continued for this factor as well but 85.54% of the survey
respondents were female.
Discussion
Various social media sites are used often for concert venues. They are more popular and
prevalent depending on the situation, the user and the site itself. Based on the results of my
study, Facebook is the most popular social media website. Only one person that I surveyed
stated that they did not have a Facebook profile. Slightly over half of the Facebook users
like/subscribe to a concert venue on Facebook, thus receiving updates. Still, this is a decent
amount of people that are interacting with these concert venues and this does not take into
account the people who may see posts from concert venues that other people share to their page.
More than half of the respondents have a Twitter profile but much less than half of the
respondents follow a concert venue on Twitter. Similarly to the Facebook profile, however,
people may view information from concert venues that are retweeted by the people they follow,
including any musical artists they may follow.
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Tumblr, being a fairly new account, created in 2007 (“History and Evolution of Social
Media”, 2009), is still gaining in popularity and has somewhat of a cult following. Not many
people that were surveyed followed concert venues on Tumblr, which can be because concert
venues have yet to use Tumblr as often for promotional purposes. People may also reblog/repost
something on Tumblr that was originally from a concert venue and this can reach a much larger
audience.
YouTube is a slightly more common website and source of music-related videos and
information and more than half of the respondents had an account with YouTube. However,
much less people interact with concert venues on YouTube. Still, videos go viral and can be
reposted by anyone on any site, leading to more traffic to a concert venue’s account. Also, one
does not have to have a YouTube account to be able to view videos for most pages, so people are
also able to interact without personally logging in.
Other social media websites that are becoming more popular are Instagram (for photo
sharing), Pinterest (for crafts, ideas and planning) and Vine (for quick videos). These can all
also be used for interaction with concert venues through the various postings they may have on
these websites or through the reposting done by other people. Chat rooms, message boards, and
open forums are also ways for people to discuss concerts and interact with concert venues and
media.
Many people have attended a concert because of something they saw on social media.
This can be anything from pictures and videos to advertisements and information. Concert
venues often use social media as a way to promote their concerts or advertise deals. People often
hear about concerts through this format alone.
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As was previously discussed, promotion about concerts and the venues they are held at
are seen on all forms of social media and are often promoted by the fans. A majority of those
surveyed stated that they did post about concerts on social media before attending one. By doing
so, more promotion occurs for the venue and for the people involved. A majority of those
surveyed also said that they post on social media during a concert. Sometimes, certain media
(large cameras, video cameras, etc.) are not allowed at concert venues. Depending on the
situation, much of what is captured at a concert is pictures and videos, which people may post,
along with an update about the concert itself. Almost all of those surveyed said that they post on
social media about a concert afterwards, which can once again be pictures, videos, updates and
more.
When asked which form of media would be most likely to catch the attention of the
respondent, a slight majority said pictures would be the best. Facebook, Twitter, Tumblr,
Pinterest and Instagram all utilize picture sharing qualities. Pictures can also be posted in
slideshow form on YouTube. By using these methods to promote concerts via pictures, concert
venues would have the ability to bring in a larger audience and enhance their promotions.
The second most popular attention-catching element on social media, according to
respondents, were videos. Videos can be viewed on Facebook, Twitter, Tumblr, YouTube and
Vine. The other two popular sources of media were sample music and text. Concert venues
often post clips of sample music for an upcoming artist on many of their social media pages,
such as Facebook, Twitter, Tumblr and YouTube. This can also lead to promotion for the artist
and their music. Text posts are simple and, while not always eye-catching, are important. These
can get information to their audience as soon as possible and are available on any social media
site in some form.
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This is similar to the Uses and Gratifications Theory (Griffin, 2000), which discusses the
different ways in which people use media. People will take these different forms of social media
and make them their own. Understanding and relating to these sources creates a different
experience for everyone, including concert venues and fans.
Despite limitations to my research, I was able to discern that more women use social
media than men and more people between the ages of 18-25 use social media than any other age
group available for the survey. Neither of these results were surprising. I think that more
women and more young adults use social media than anyone else and these people are often the
most likely to interact with concert venues on Twitter.
Limitations and Suggestions for Future Research
There were some limitations for this study that impacted the overall basis of the results.
The amount of people that took the survey was a decent amount but could have been larger for
the purposes of this research. There was also a lack of diversity in people who completed the
survey (more women than men, more young adults than other ages, etc), despite the fact that it
was open to anyone over the age of 18 who had attended a concert in the last year. This caused
problems in understanding exactly who was using social media and being able to discern the
differences. In the future, it is recommend that researchers broaden their reach of who can take
the survey and who receives the survey to take it.
Conclusion
Social media has an important role in the continued promotion of concerts and the
understanding of how these function as integral parts of society. 83 people over the age of 18
who had been to a concert in the last year took the survey about their use of social media and
their experience of concert attendance, which gave more of an insight into who is using these
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websites and why they do so. Facebook is the most popular social media site in general and is the
most popular in terms of interacting with concert venues and discussing concert experiences with
friends and followers. Other sites are not as popular but are still used for these purposes.
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References
Baker, A. (2012). The exchange of material culture among rock fans in online communities.
Information, Communication & Society, 15(4), 519-536.
doi:10.1080/1369118X.2012.666258
Black, G. C., Fox, M.A., & Kochanowski, P. (2007). Concert tour success in North America:
An examination of the top 100 tours from 1997 to 2005. Popular Music & Society,
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Botan, Carl H., and Hazleton, Vincent Jr. Public relations theory. Hillsdale, NJ: L. Erlbaum
Associates, 1989. Print.
Foley, A. (2010). Using social media to your advantage. Canadian Musician, 32(3), 42-46
Garg, R., Smith, M. D., & Telang, R. (2011). Measuring information diffusion in an online
community. Journal Management Information Systems, 28(2), 11-38
Griffin, E. (2000). A first look at communication theory (4th ed.). Boston, MA: McGraw-Hill.
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S. (1994 - 2012). Reliability and Validity. Writing@CSU. Colorado State University.
Available at http://writing.colostate.edu/guides/guide.cfm?guideid=66.
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Laing, D. (2009). Gigographies: where popular musicians play. Popular Music History, 4(2),
196-219. doi:10.1558/pomh.v4i2.196
Lingel, J., & Naaman, M. (2012). You should have been there, man: Live music, DIY content
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doi:10.1177/1461444811417284
Roberts, D.F., & Foehr, U.G. (2008). Trends in media use. Future of Children, 18(1), 11-37
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Waddell, R. (2011). Tougher than ever. Billboard, 123(33), 27-28.
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Appendix
Sample Survey Questions
1. Do you have a Facebook?
Yes
No
2. If yes, do you like/subscribe to any concert venues on Facebook?
Yes
No
3. Do you have a Twitter?
Yes
No
4. If yes, do you follow any concert venues on Twitter?
Yes
No
5. Do you have a Tumblr?
Yes
No
6. If yes, do you follow any concert venues on Tumblr?
Yes
No
7. Do you have a YouTube account?
Yes
No
8. If yes, do you subscribe to any concert venues on YouTube and/or watch concert footage
on YouTube?
Yes
No
9. Do you have an account on any other social media sites? If so, which ones?
[write in]
10. If yes, do you interact with any concert venues on the site(s)?
Yes
No
11. Are there any other websites (chat rooms/message boards/forums/etc) that you use in
relation to concert venues?
Yes
No
12. If yes, which website(s)? Please describe as best you can.
[write in]
13. Have you ever attended a concert because of content on a social media site or website?
Yes
No
SOCIAL MEDIA AND CONCERTS
14. Do you post on social media sites or websites about concerts/music?
Yes
No
15. Do you post on social media sites or websites during concerts?
Yes
No
16. Do you post on social media sites or websites after concerts?
Yes
No
17. Which media content would be most likely to attract your attention?
Video Pictures Text posts Sample music Other (please explain)
18. What is your sex?
Male
Female
19. To which racial or ethnic group(s) do you most identify
African-American (non-Hispanic)
Asian/Pacific Islanders
Caucasian (non-Hispanic)
Latino or Hispanic
Native American
Other
20. How old are you?
18-25
26-35
36-44
45-over
21. What is your education level?
Some High School
High School Diploma
Some College
Associates Degree
Bachelor’s Degree
Master’s Degree
Other
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