BRING – Universal Music for Brands has launched a new cultural study aimed at helping marketers navigate Australia’s evolving live music landscape. Unveiled at an exclusive Sydney event, The New Gig Economy explores how fan behaviour is shifting in the wake of festival disruptions and what that means for brands seeking meaningful engagement through music.
The report was presented to over 120 marketing professionals by James Griffiths, General Manager, Creative, and Brooke Pilton, General Manager, Commercial, followed by a performance from rising Australian artist Ruby Rodgers.
Live music in transition
With several high-profile festival cancellations and changes in fan attendance patterns, BRING sought to understand what today’s music lovers value from live experiences.
The research reveals a more selective but enthusiastic audience, increasingly drawn to intimate, personalised events over large-scale, generic festivals.
Key findings from ‘The New Gig Economy’
• 74% of live music fans plan to attend more events in 2025
• 80% prefer events that cater to their specific music tastes
• 58% do not notice event sponsors, highlighting the challenge for brand visibility
• 63% would like to see brands host their own curated music events
The New Gig Economy report
“We’ve been seeing a shift in what young fans are seeking from their live music moments,” Griffiths said. “For brands, this presents an opportunity to create a real value-exchange by making owned moments for themselves that activate and engage deeply with an engaged music community.”
Opportunity for brand ownership
The report makes the case for brands to move beyond traditional sponsorship and instead create proprietary music events. This strategy offers full control, clearer brand attribution, and closer association with music culture. BRING argues this approach is more likely to cut through, particularly with younger audiences seeking authenticity.
The New Gig Economy is now available to marketers interested in leveraging music culture to drive brand relevance. To request access, contact the BRING team at [email protected].
About BRING
BRING, the music agency arm of Universal Music Group, helps brands connect with fans through talent, data and strategy. Clients include American Express, Coca-Cola and Wild Turkey. Recent projects include launching Coke Studio in Australia and New Zealand, and activations around the FIFA Women’s World Cup.
Top image: Aimee Vina & James Griffiths