‘Not a new phenomenon’: Asian pop is dominating Australian brands
Live Nation Entertainment’s ‘Future Sound’ study has uncovered the unprecedented demand for Asian pop experiences in Australia and New Zealand.
The research found that nine in 10 fans of Asian pop music actively engage with its genres, including C-pop, K-pop, J-pop, City pop, Thai pop and Mandopop. Moreover, of these fans, 98% listen to music that is not in English, with more 60% admitting that they prefer it – even though they identity English as being the dominant language in their home.
In terms of reach, Asia Pop’s audience is mostly female, with 35% of New Zealand and Australian audiences between 27 and 48 years of age. One in three listeners also identify as consuming over 15 hours of the music genre each week.
