GEN Z GO BEYOND THE SCREEN TO EMBRACE “REALNESS”, NOSTALGIA AND “IRL” EXPERIENCES, CROWNING MUSIC ARTISTS AS THEIR HEROES

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.

Surveying 1,217 Gen Z Australians, the study reveals stark shifts in how this generation engages with brands and culture.

One in two Gen Z say that musicians are the most trusted in their life after friends and family (88.8%). One in four trust brands, citing “transparency” as the most important attribute in building trust, followed by “authenticity” and “consistency.”

“Nostalgia” also emerged as a key trend, with 93.5% of Gen Z “seeking comfort and connection” in an era they never experienced. 

Key findings expose a generation sceptical of “personalised” algorithms, turning to word of mouth recommendations, particularly when it comes to music, fashion and culture. 88.6% say that they are passionate about discovering music, but the majority agree that music discovery feels best when it happens in real life. This finding is further enhanced by 92.3% of Gen Z actively seeking real-world experiences over online engagement, with a third of Gen Z experiencing live music weekly or monthly. 

"These insights provide clear direction for brands seeking genuine Gen Z connections," said Kristy Rosser, Founder & Managing Director at Connect by Live Nation and Senior Vice President – Marketing Solutions and Client Services at Live Nation ANZ. "Success lies in crafting authentic experiences that facilitate real connection - whether through live music events, nostalgic storytelling, or genuine artist partnerships. Brands that blend these elements whilst maintaining transparency will resonate most strongly with this perceptive generation."

More than any other generation, music remains central to Gen Z’s happiness, with 87.9% saying that it moulds their personal identity and helps them navigate the uncertainties of life. With trust for artists at an all-time high, Gen Z genuinely feel close to their favourite artists, with 67% classifying themselves as “superfans” across multiple “in” genres including country music, Asia Pop and musicals. For Gen Z, the heart of being a music fan is feeling connected to the artist and the story whereas for older generations, it’s all about appreciation of the artist and their creative talent.

“Gen Z fandom is rooted in a deep connection with their favourite music artists and a shared experience with the community around them. Our research shows that fans actively seek brands which enhance the culture and atmosphere of a live music experience, so it’s a great opportunity to build long-term trust and loyalty,” concluded Rosser.

According to Love Song, Gen Z consider brands an important part of their live music  experiences, citing utility support, such as phone charging stations, presale access, experiential activations and sustainability efforts as their priority factors.

FOOTNOTE:  The ‘Love Song’ independent research study was conducted by Connect by Live Nation in Australia & New Zealand. Gen Z study includes 4,656 respondents, with 50% female and 50% male. Note, Gen Z starts from 13 years, but this study includes from 16 years+ onwards.