Connect by Live Nation, a leading sponsorship, creative and experiential agency in music, has released its latest study ‘Step Into Country’ unveiling the mass mainstream influence of country music in Australia - now the third largest country music market in the world, behind the United States and Canada.

Connect by Live Nation’s 2025 ‘Love Song’ research study shows Gen Z's shift from digital natives to craving real-life connections, with 90% citing “realness” and “authenticity” as the most important factors in their lives.

‘Love Song’, one of Australia’s largest quantitative studies of Gen Z, provides a deep-dive into the cultural and social trends shaping 2024 and beyond.

Live Nation Entertainment’s Fan Insights Study ‘Driving Loyalty’ shows the true impact of live music in building brand loyalty.

Live Nation Entertainment’s latest Fan Insights Study ‘Future Sound’ profiles Asia Pop or A-Pop’s unprecedented boom in Australia and New Zealand, with 100% of music fans surveyed demanding more Asia Pop live experiences.