Urban List boards Taylor-mania train with new ‘cultural movement’
Urban List has joined the Taylor-mania train ahead of Taylor Swift’s Australian arrival tomorrow, releasing a deep dive into how mammoth music events, such as the pop star’s Eras Tour, reshape tourism and provide opportunities for brands to connect with highly engaged audiences.
It comes a few days after a study by Live Nation showed the crucial role live music plays in brand loyalty.
The study found that 75% of people are more likely to sign up for a new brand loyalty program offering live music perks, with discounted tickets the most sought-after, along with “comfort” VIP services at the event.
Urban List’s ‘Sound Trek’ looks into the tourism industries across Australia, New Zealand, Singapore and more, surveying more than 4,000 Urban List readers about their tour travel experiences and intentions.
The economic impact of music events is staggering – the Australian leg of Taylor Swift’s Eras Tour is expected to bring over AUD$140 million into local economies. The cascading effect on local businesses underscores the extensive reach and influence, and that’s what Urban List investigated.
Sophia Wilcox, head of brand and culture at the publisher, said: “The convergence of music, travel, and digital storytelling offers a compelling narrative for brands looking to forge lasting connections.
“Sound Trek is not just a trend but a cultural movement, providing a soundtrack to the stories we live and share.”
70% of the survey respondents prioritise the destination and its cultural attractions when buying concert or festival tickets, with one third extending a concert trip to a week-long holiday. Of that, 20% opt for over 11 days away when going to an overseas gig.
The study found that 48% of music-seekers are interested in visiting places they’ve never before considered for a music festival.
40% of the respondents plan interstate trips for concerts, with 15% consider global travel to see their favourite artists.
“In navigating this new frontier, marketers should think beyond traditional sponsorships,” Wilcox said.
“Forging unexpected partnerships and leveraging digital platforms like Urban List to co-create content for extended engagement can amplify brand visibility and resonate deeply with these high spending audiences long before and after the show.”
Earlier this month, Triple M announced some Aussie rock legends – including Paul Kelly and Ian Moss – will cover some of the pop star’s biggest songs in the lead up to next week’s tour.
Smirnoff also announced a limited-edition Ice Lavender Lemonade drink, inspired by Taylor Swift.
This morning, Vegemite also unveiled a massive billboard in Melbourne, welcoming the pop-star down under.
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Lauren McNamara is a journalist at Mumbrella, covering the creative and PR beat. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS.
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