Connect by Live Nation, a leading music sponsorship, creative, and experiential agency has released its annual Love Song study, revealing that in today’s fragmented world, 84 percent of Gen Z are increasingly selective about where they focus their attention, seeking deeper, more meaningful real-world connections than any other generation. 

In its largest study of Gen Z to date, Love Song surveyed 5,692 Australians, including 1,411 Gen Z respondents, offering one of the most comprehensive snapshots of how this generation engages with culture, navigates fandom, and prioritises live experiences in Australia.

Over half of Gen Z rely on curated spaces - such as playlists, creators, or events - to navigate culture, with 86 percent seeking experiences that make them feel part of something bigger than themselves. Live music, in particular, has emerged as today’s social hub, with 89 percent attending concerts solo to connect with others or forging friendships online through shared music fandom.

“At its core, Love Song shows that ‘fandom’ is central to Gen Z’s identity,” said Kristy Rosser, Senior Vice President – Marketing Solutions and Client Services at Live Nation Australia and New Zealand. “They actively seek out live experiences to create their own cultural moments and be fully present – making it a unique opportunity for brands to engage meaningfully through curated experiences or community-building initiatives.”

This engagement extends far beyond the live event itself, reflecting a shift from one-off interactions to an always-on fan journey. Nearly all Gen Z (96 percent) say pre- and post-event moments are just as important as the event itself, creating new opportunities for brands to engage at multiple touchpoints - from artist-themed parties (73 percent) to facilitating in-person fan meet-ups (74 percent), and offering exclusive VIP or behind-the-scenes access.

Self-expression is a key driver of participation, with 86 percent saying fashion aligned to the artist plays a central role. Physical touchpoints, from merchandise (81 percent) to ticket stubs and wristbands (87 percent), are increasingly valued as tangible extensions of the event, with fans preserving these in physical scrapbooks to relive and share their experiences long after the show ends.

“Gen Z’s engagement with live experiences isn’t confined to a single moment - it’s an ongoing lifecycle,” said Rosser. “Physical merchandise has never been more important, and participatory elements such as posters and autographs are making a strong comeback. For brands, this creates an opportunity to show up meaningfully across the full journey, building deeper engagement, long-term brand affinity and authentic cultural connection.”

‘Love Song’ is one of Australia’s longest-running studies on Gen Z, showcasing the trends, habits and lifestyles of the world’s first truly connected generation. This year, Australia will welcome some of Gen Z’s most-anticipated artists including Harry Styles and Zara Larsson, along with BTS in 2027.