Released today, the 2026 Loyalty Study: Love and Loyalty surveyed 2,664 live music fans across generations. It found 97 per cent belong to at least one loyalty program and 91 per cent are open to joining new ones. However, 81 per cent say many programs feel identical, and almost half want better rewards and benefits to stay engaged.

Live music presents a clear opportunity for brands to connect with fans through their passions and interests: 87 per cent say live music perks help a brand stand out, while 91 per cent value presales, almost as highly as ticket discounts (96 per cent). In a sport-loving nation, more than one in two fans agree live music is just as effective as sport in driving excitement around a brand.

“People never forget a live music experience and when a brand helps amplify those moments, it creates a powerful and lasting connection. To be in that stadium or festival and feel the electricity of a passionate community is unparalleled,” said Kristy Rosser, Senior Vice President, Media & Sponsorship for Live Nation Australia & New Zealand.

“While demand for loyalty programs remains high, consumers are increasingly looking for experiences over purely transactional rewards. In a competitive environment where attention is limited, brands need to find meaningful ways to set themselves apart and build loyal communities. ” 

For most Kiwis, music is central to their everyday lives. The study found 72 per cent actively organise their life schedules around live music, emphasising that the moments before and after an event are just as important, providing new opportunities for brands to extend their engagement.

When brands provide access to live experiences, over 90 per cent of consumers feel more positive towards them, 81 per cent feel more connected and 78 per cent feel the brand understands what matters to them.

One New Zealand’s (One NZ) partnership with Live Nation brings this approach to life through exclusive side-of-stage access at festivals such as Rhythm & Vines and dedicated ticket access across events including Electric Avenue and Summer Concert Tour. 

Susannah Winger, Head of Brand Experience for One NZ highlighted the impact of delivering exclusive access and experiential benefits for customers across New Zealand’s leading festivals.

“Music brings Kiwis together. It’s about the lead-up, the shared moments on-site and the days after when they re-live and share the memories. We love being part of making the magic bigger and the moments unforgettable.

“At One NZ we always look to ensure we balance both practical benefits with memorable moments. That means money can't buy experiences that make you feel special, as well as functional benefits including shade, seating, charging stations and more. Our job is to ensure our customers and friends of the brand feel spoilt rotten and have a memory to last a lifetime.”  

The study also found almost half of respondents have searched for a brand after seeing it associated with a live music event. Alongside this, 86 per cent are more likely to spend with a brand, 84 per cent are more likely to consider it or remain loyal, and 82 per cent are more likely to speak positively about it.

The busiest season of the year, Live Nation Aotearoa’s upcoming live events include Rhythm & Vines, Electric Avenue, Live at the Domain, the Summer Concert Tour alongside major concert tours - Hilary Duff, 5 Seconds of Summer, Zara Larsson and Bruno Mars.