Live Nation Aotearoa’s largest-ever New Zealand loyalty study reveals Kiwis want more than transactional rewards. It finds that live music offers brands a way to build lasting connections.
Released on October 21, the 2026 Loyalty Study: Love and Loyalty surveyed 2,664 live music fans across generations. It found 97% belong to at least one loyalty programme and 91% are open to joining new ones. However, 81% say many programmes feel identical, and almost half want better rewards and benefits to stay engaged.
The research covered all types of loyalty programmes, focusing primarily on those across grocery, telecommunications and financial services.
Against this backdrop, live music presents a clear opportunity for brands to connect with fans through their passions and interests. The study found 87% say live music perks help a brand stand out. Meanwhile, 91% value presales, second only to ticket discounts (96%). More than half of fans say live music is just as effective as sport in driving excitement.
Create a lasting connection
Kristy Rosser, senior vice president, media and sponsorship for Live Nation Australia and New Zealand, says: “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.
“While demand for loyalty programmes 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% organise their schedules around live music, emphasising that the moments before and after an event are just as important as the gig itself. These times provide new opportunities for brands to extend their engagement.
When brands provide access to live experiences, over 90% of consumers feel more positive towards them. Meanwhile, 81% feel more connected and 78% feel the brand understands what matters to them.
Ways to get involved
Rosser says “there are plenty of ways for brands to get involved with live music” without needing a big budget. Good news for a nation where most business are small to medium-sized.
“What’s important is whether a brand is authentically solving a problem for a fan, enhancing their experience at an event or leaning into a fandom by contributing to its culture. For example, through a curated fashion fit shared on social media,” she says.
“Other ways to get involved could be as simple as a brand showing up at a music festival with functional benefits, such as water stations or phone-charging facilities. Brands could also invest in the local venues, such as BNZ Theatre in Waikato or San Fran in Wellington or supporting emerging local artist tours.
“It’s all about understanding how you want to show up in live music, being curious and finding a way to do this within your local music community or on a broader scale.
“As our study found, nine in 10 Kiwis think the experience before and after an event is just as important. Helping build anticipation, supporting travel plans and keeping memories alive through mementos and photo moments are all opportunities to be part of live music,” she adds.
The power of exclusive access
One NZ’s partnership with Live Nation does this with exclusive side-of-stage access at festivals such as Rhythm & Vines, alongside dedicated ticket access across events including Electric Avenue and Summer Concert Tour.
Live Nation APAC marketing director Erica Valenti says: “For fans, getting access to tickets before the general public can genuinely matter.
“It creates excitement and anticipation, while making fans feel special and rewarded in a way that’s meaningful and personal. Importantly, it’s scalable, too. It shows how brands can tap into passions like music to create ongoing value for their customers.”
Make the magic bigger
Susannah Winger, One NZ head of brand experience, says: “Music brings Kiwis together. It’s about the lead-up, the shared moments on-site and the days after when they relive 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 or charging stations. Our job is to ensure our customers and friends of the brand feel spoilt.”
The study also found almost half of respondents searched for a brand after seeing it associated with a live event. Alongside this, 86% are more likely to spend with a brand and 84% are more likely to consider it or remain loyal. An impressive 82% are more likely to speak positively about it.
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