Listening to young Australians about music
Our first-of-its-kind national survey of young Australians has found that, while a significant proportion of young people attending live music is important to them, rising costs have emerged as a major barrier to them doing so.
Through a rigorous polling process conducted by The Australia Institute, The Push engaged with a nationally representative sample of 1,009 individuals aged 16–25 from across the country to gain insights into their relationship with music, barriers to attending live music and potential solutions to support young Australians to engage in greater depth with local music.
The research finds that:
Two in three 16–25-year-olds (64%) say that attending music events is important to them.
The most common barrier stopping young Australians from attending more live music events is cost.
Three in five 16–25-year-olds (59%) say cost is a barrier, and one in three (35%) say it is the most significant barrier.
A significant majority of young Australians support multiple policies that would encourage them to attend more live music events:
Four in five 16–25-year-olds (81%) support a national government program for young people to stage music events in their local community, and
Four in five 16–25-year-olds (80%) support a $200 government-funded voucher to spend on cultural and creative interests.
“This is an important moment for the Australian music industry, as we respond to the challenges felt across the sector. We now have the crucial data to support what we have heard anecdotally for many years about the experiences of young Australians who want to attend music events.
We have heard loud and clear that young people believe there is a significant role for all levels of government to support initiatives - from grassroots all the way to the biggest stages”
– Kate Duncan, CEO of The Push
"This research is crucial for the music industry to understand and adapt to the needs of young audiences. The Push delivers this vital information at the perfect time, and further demonstrates why Moshtix has been a huge supporter of theirs and their initiatives over the past decade."
– Harley Evans, Managing Director at Moshtix
"The Push has been an integral part of the music industry ever since I started my career. These findings, in collaboration with the Australia Institute, highlight a critical moment for the future of live music in Australia. The passion and enthusiasm of young Australians for attending music events cannot be underestimated, yet the barriers they face, particularly around cost, are a clear signal that more needs to be done to support the next generation of music lovers. It's essential that we listen to and act on these insights to ensure a vibrant and inclusive future for live music in Australia. Thank you, Kate Duncan, and all at The Push for the amazing work you do."
– Jaddan Comerford, Founder & CEO at UNIFIED Music Group
“Young people are the taste-makers, drivers and discoverers of new music and culture. We know, from many studies, that our most-played songs are from our teenage years. It is really encouraging to see teenagers and young adults included in more policy conversation, consultation and research, particularly around music consumption and the arts. By further understanding the relationship young audiences hold with music, our music scenes and communities can ensure our events and initiatives to connect fans keep innovation and accessibility at their core. Research pieces like this will be integral in forming the basis for preserving and building a healthy music ecosystem in this country for generations to come.”
– Lucy Anh, Association Director at MusicACT
Download
Young Australian Music Audiences Research Report
Download the full research report, co-authored by leading academic Dr Catherine Strong (RMIT University), below.
