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.

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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 example, its Mastercard partnership program which has provided access to more than 5.5 million fans across more than 6,000 shows featuring more than 1,700 artists.

Another example cited is Spotify’s Reserved program, which uses streaming data, including listening, saving, sharing and location signals, to identify highly engaged fans and give them access to tickets before the general public.

Live Nation’s research suggests that brand involvement in live music can translate into increased engagement. The report says 73 percent of fans are more likely to pay attention to brands involved in their live music experience, while 72 percent are likely to spend more with them. Eighty percent say they leave liking the brand more, and 94 percent share their experience on social media.

For consumers, however, the reports central finding is less about loyalty programs than the continuing appeal of being physically present.