Live music is emerging as a powerful tool for brands seeking to build customer loyalty as consumers increasingly value real-world experiences over digital interactions, according to a new report from the American multinational entertainment company Live Nation.

Its Return to Real report draws on a 2025 survey of 42,000 people across 15 countries, and its 2026 Global Loyalty Rewards Study, based on 3,450 respondents across 12 countries.

Photo © Yvette de Wit/Unsplash

It finds that 93 percent of respondents prefer real experiences over digital ones, at that 80 percent would rather spend money on experiences than things. Live music ranked as respondents’ favourite form of entertainment, ahead of sport.

The report also identifies a tension between the growing popularity of loyalty programs and declining brand loyalty. While 66 percent of respondents said they engage with loyalty programs more than they did a year ago, 64 percent said they are less loyal to brands than they once were.

Live Nation argues that live music can give brands a way to differentiate rewards through access to experiences rather than discounts or points and the report points to existing partnerships between Live Nation and major brands – for...