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Location Intelligence Insights Into Concert Attendance

Ezra Carmel & Samuel Roche
February 3, 2023
Location Intelligence Insights Into Concert Attendance

Artists and concert venues know how many tickets are sold to every show – but they don’t necessarily see who is attending each event. Location intelligence can shed light on the unique visitor profile each artist attracts and how audience demographics and psychometrics can vary within a single venue depending on the performer. 

Bad Bunny’s Latin Attraction

Benito Antonio Martínez Ocasio, also known as Bad Bunny, was one of the most popular musicians of 2022. Since he rose to fame in 2017, the Puerto Rican native has stayed true to his roots, producing Spanish-language hits and being vocal about social causes that impact Latino and Puerto Rican communities.  

Bad Bunny’s nationwide tour in 2022, El Último Tour Del Mundo, was the highest-grossing tour by a Latin artist, and his authenticity attracted a distinctive crowd wherever he performed. Analysis of the trade areas for seven stops on El Último Tour Del Mundo tour shows a relatively large portion of audiences came from areas with a high percentage of Spanish-speaking Millennials. While Bad Bunny has enjoyed critical acclaim by the music industry as a whole, the foot traffic data indicates that his shows attract a strong Spanish speaking, millennial aged audience. 

Shifting Crowd Dynamics Under One Roof

The analysis of Bad Bunny fans reveals that the same artist will likely draw a similar crowd in various geographies. And location intelligence also shows that different artists performing in the same venue will attract a different crowd. 

In 2022, Little Caesars Arena in Detroit, MI hosted a variety of musical genres and eras, including Elton John, Dua Lipa, Billie Eilish, Justin Bieber, My Chemical Romance, The Who, Gorillaz, and Lizzo. Comparison of the trade areas represented by the attendees of each show reveals a range of Median Household Incomes (HHI) and percentages of “Singles and Starters” – young singles and starter families living a city lifestyle – as defined in the  Experian: Mosaic dataset. 

For instance, the fans at Elton John’s February 8th, 2022 concert represented a trade area with a relatively high Median HHI of $75K but a relatively low percentage of Singles and Starters (11%). The Gorillaz concert, on the other hand, drew fans from a trade area with a relatively low Median HHI ($55K) but a relatively high percentage of Singles and Starters (18.6%). 

In a single venue, the characteristics of a crowd can vary greatly on any given day depending on the scheduled performance. These demographics will likely impact attendees’ specific product interests and purchases both at the venue and in the future. 

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