Our latest Fan Insights study highlights the significant role Black-founded music festivals, such as Roots Picnic, play in fostering pride, unity, and cultural connection among Black fans.
Music as a Core Identity
Black fans deeply integrate music into their sense of self, with live music events serving as vital spaces to celebrate and express Black identity and creativity.
Unforgettable Emotional Impact
For Black fans, live music events rank among the most powerful and cherished experiences in their lives, creating moments that resonate long after the final note.
Bridging Generations and Communities
Live music fosters meaningful connections, enabling Black fans to bond across generations, strengthen family ties, and build friendships through shared cultural experiences.
Elevating Brand Connections
Brands that authentically align with Black culture and values gain greater influence among Black audiences. Music festivals offer an ideal platform for these connections to flourish.
Opportunities Beyond the Stage
Black live music fans demonstrate heightened interest in areas such as fashion, beauty, personal care, and technology. These industries present brands with valuable opportunities to engage with this passionate audience.
“WHEN YOU IMMERSE YOURSELF IN THE MUSIC AS PART OF THE AUDIENCE, IT FEELS LIKE YOU’RE SHARING THE STAGE WITH YOUR FAVOURITE ARTIST, TRANSPORTING YOU TO ANOTHER WORLD.”
LIVE MUSIC FAN