‘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.
According to talent buyer and Asia Pop promoter at Live Nation Australasia, Wenona Lok, the increasing popularity of Asian pop music can be attributed to the relationship artists and fans build with each other, in addition to the “storytelling through music” that is “enhanced by vibrant fashion, choreography, theatrics and merchandise”.
In fact, the story also uncovered that 94% of fans say fashion brands are gold partners for Asia Pop. 88% say Entertainment, 86% say Beauty and 66% say Travel and Tourism are also worthwhile partners.
“The unparalleled energy for Asian Pop live events in our market is reshaping fan expectations and opening new avenues for growth,” Lok said.
“Industry players who recognise and adapt to this phenomenon now will be at the forefront of a new era in music and entertainment.
“What we’re seeing is not a new phenomenon; it has been an undercurrent in our musical landscape for years, only now receiving the widespread recognition it deserves.”
The Future Sound research also discovered that “93% of music fans” give Asia Pop-supporting brands favourable looks.
Live Nation Entertainment’s senior vice president, marketing and client services, Kristy Rosser, said: “Asia Pop has seen a meteoric rise in popularity among Australian and New Zealand music fans but despite this, many brands have yet to fully realise the marketing potential that lies within this dynamic and creative cultural landscape.”
“Fans of Asia Pop, often referred to as ‘Stans’, are not just passive viewers; they are a fiercely loyal and highly engaged audience, driving trends that reach billions of music lovers.”
Australian and New Zealand talent has made its way into the Asian Pop scene over the years. Stray Kids’ Felix and Bangchan; BLACKPINK’s Rosé; Taiwanese singer and actor Darren Qiu; Hanni and Danielle from K-Pop girl group NewJeans; all have ties to Australia. Rosé’s band mate, Jennie, also spent time in New Zealand when she was younger.
Live Nation is gearing up to bring more Asian pop acts down under, with Stray Kids, Japan’s digital pop singer Hatsune Miku, HYUKOH and Taipei’s jazzy synth-pop band Sunset Rollercoaster all scheduled to visit Australia.
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Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
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