Brands missing a beat? Women drive live music spending in Asia

Women are emerging as a key growth driver for Asia's live music industry, with new research suggesting they are influencing not only attendance decisions but also spending across the broader concert ecosystem.

According to a study by The Collective, the global advisory and advocacy business of THE·TEAM focused on accelerating investment in women across sports, music and entertainment, 91% of women surveyed across China, Thailand, Japan, Singapore and Hong Kong said they would be willing to spend more on live music experiences if they felt more seamless, immersive and rewarding.

The findings point to a significant opportunity for artists, venues, festivals, promoters and brands seeking to deepen engagement and unlock additional revenue from audiences already emotionally invested in live music experiences.

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The study, titled "Her frequency: How women amplify value across the live music experience", surveyed nearly 15,000 women across 12 markets and found that women play a far greater role in the live music economy than simply attending events.

Across Asia, 77% of women surveyed said they play a key role in creating the group experience surrounding live music events, from discovering event details and purchasing tickets to coordinating plans before, during and after a show.

At the same time, 84% said live music helps them feel connected to others, while 82% said it reflects their identity and individuality.

The commercial implications extend well beyond ticket sales. More than half of respondents globally spend over US$100 beyond the cost of admission, with 29% spending more than US$200 and 11% spending more than US$500 per event. Spending spans transportation, hospitality, merchandise, food and beverage purchases, and premium experiences.

According to the report, attendance decisions are rarely spontaneous. Women often weigh factors such as scheduling, travel arrangements, caregiving responsibilities, comfort, ticketing and group coordination before deciding whether an event feels worthwhile and manageable.

The findings offer a more nuanced view of how women create value across the live music ecosystem. Rather than participating as individual attendees alone, many act as planners, connectors and decision-makers who help turn live music into a shared experience.

The findings also point to a receptive audience. The study found that 94% of women are open to brand presence at concerts and festivals, although relevance remains critical.

Nearly half (46%) said they want brands to add convenience, fun, surprises or memorable moments to the experience, while 42% want brands to help bring people together and create shared experiences.

The report also identified opportunities for brands, venues and event organisers to reduce friction throughout the fan journey, from planning and ticket purchases to on-site comfort and post-event engagement.

The findings come as broader research from The Collective points to a persistent disconnect between brands and female consumers despite their significant spending power. In a separate study released last year, the organisation found that while women control roughly two-thirds of global discretionary spending, only 4% feel truly understood by brands, with many citing outdated stereotypes, inauthentic marketing and poor representation as barriers to connection.

The research also found that 59% of women do not feel confident or empowered by the way they are portrayed in marketing, suggesting that brands looking to engage female audiences through passion points such as live music may need to move beyond visibility and sponsorship towards more meaningful and relevant experiences.

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