Yet Another Benefit of Live Music…

28 Sep

We’ve already established some of the ways live music benefits our society, but did you know it also benefits our economy? A study commissioned by APRA|AMCOS in conjunction with the Australia Council for the Arts, Arts Victoria, Arts NSW and Live Performance Australia in 2011 found that in 2009/10, the Australian live music industry contributed $1.21 billion into the national economy. The findings were based on surveys completed by live music venues including hotels, bars, clubs, restaurants, cafes and nightclubs.

The study also raised some interesting points that outlined just how much of an impact your regular attendance to live music can be. For example, the $1.21 billion that was generated during the 2009/10 financial year was “driven by patron expenditure on live music performances which included ticket sales to live performances as well as food and drink.” (APRA|AMCOS, 2011).

Some other key points of the study included that “the venue-based live music industry supports employment of over 14, 800 full time equivalent positions” (APRA|AMCOS, 2011)and that New South Wales was the largest contributor to the venue-based live music industry at 32% of the industry’s output. With statistics like these, imagine the impact Sydney alone could have on the Australian economy through higher patronage towards the live music scene!

Just another reason why live music matters.


7 Responses to “Yet Another Benefit of Live Music…”

  1. nightfusion September 29, 2012 at 1:43 am #

    Very interesting insight. I had never really considered it from that angle before, that is, going to gigs as being beneficial to the economy. I wouldn’t have thought it had such a large impact but $1.21 billion is huge! I don’t think many people are aware of this fact. Can you imagine how much greater this figure would be if we could make live entertainment venues a popular attraction again and get a large crowds regularly attending live music gigs. (N.E)

  2. GIGS (Get Into Gigs Sydney) September 29, 2012 at 2:28 am #

    That’s exactly right Nightfusion! It’s amazing how much our involvement in live music impacts more than just the musicians. Regular attendance to live music events is what we’re aiming for. Do you maybe have any suggestions as to how we could get Sydney’s youth interested?

    • nightfusion September 30, 2012 at 3:48 pm #

      I think we have a largely untapped audience in the form of students, who would arguably be the most sociable demographic in Sydney. People have been trying to drag crowds to gigs for years with not much success, so it seems to me we need to change the way we market live shows – we need to give more reasons for people to come to a show than just to see a live band.

      A few months back there was a charity party at the Kenzo bowling club right near UNSW. A couple of local MP’s came and spoke, there was barefoot bowling, cheap food and drinks and a whole bunch of live bands. The organisers put up a bunch of posters around uni and had a Facebook event, but beyond that there wasn’t much promotion, and despite that, there was still a pretty big crowd.

      Live music is one of my favourite things to see on a night out, but I think these days people are looking for more than just a band or two when they go out. What do you reckon? (J.G)

      • GIGS (Get Into Gigs Sydney) October 2, 2012 at 2:59 am #

        I agree that we need new marketing techniques for live shows to attract a student crowd. Ideally I believe we would focus on marketing live performances as an opportunity to socialise with your friends and meet new people (to encourage regular attendance), but also offer some freebies initially. I, as a student, can almost guarantee that some free food or drinks would go a long way (which is probably why the bowling club charity event you mentioned was so successful.

        I don’t know if the majority of students are too concerned by the type of entertainment, as long as it isn’t disruptive to their experience. This is probably because a lot still don’t know what they like. That’s where I believe we would come in and show those students that they have a choice and I guess encourage them to explore all the possible forms of live entertainment.

        Facebook events are a little impersonal and while it could help in the spread of an event, we’d need to work out some methods that would increase interest by word of mouth. Word of mouth in the student world still seems to be the most influential form of persuasion in my opinion.

  3. NightFusion October 4, 2012 at 3:37 am #

    Interesting point, although doesn’t marketing a live performance as an opportunity to socialise with friends take the focus away from the music itself? I definitely agree that free or cheap food and drink is a good way to attract a younger (particularly student) audience, though to make an event successful I think cooperation between bands and venues is vital – university students are well located to promote amongst an audience that is likely to attend anything that can guarantee a cheap but good night, and I think the venue needs to play its part in ensuring people are gonna come back for more. (J.G)

    • GIGS (Get Into Gigs Sydney) October 9, 2012 at 6:59 am #

      In an ideal world (or prior to the 2000’s) patrons would probably have been happy to focus on the music and talent alone. However it seems that these days people want more and can’t stand being bored for even a second (thank you, Generation I).

      Since it’s their experiences that bring them back, improving social value alongside entertainment value would be more beneficial. This is because the venues then don’t only rely on the bands to bring an audience.

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