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Our Fan Insights & Measurement team has a unique ability to turn cultural trends, audience behavior, and shifting interests into actionable insights for our partners. We serve as a voice for live music fans, guiding brands to better engage with and build meaningful connections with their audiences. From exploring new markets and co-creating with fans to conducting international surveys and on-the-ground research, our team provides a full-spectrum view of the fan experience. We stand as the advocate for our audience.

HWR ADISORY PANEL.

We oversee an exclusive online community of 7,000 passionate live music fans aged 16-49 across the UK and Europe. Their insights keep us connected to the latest trends, ensuring our brands stay ahead of the curve.

ALCOHOL

78% of UK live music attendees say they’re more likely to choose an alcohol brand in their daily lives after trying it at a live music event.

FOOD

82% of UK live music attendees are willing to try new snacks during live events.

HEALTH & WELLNESS

84% of UK live music attendees agree that going to live events inspires them to take steps to improve their health and wellness.

STYLE

UK live music goers are over 40% more likely than non-live music goers to consider themselves fashion-forward or trendsetters.

BEAUTY

87% of UK live music goers say that attending a live event gives them the opportunity to use beauty products as a form of self-expression.

TRAVEL

78% of UK live music goers say they love to travel whenever they have the opportunity.

MEASUREMENT

HWR is at the forefront of redefining how experiences are measured, covering the entire fan journey. We employ ongoing tools and metrics to gauge results, assess performance, and determine the impact of investments. We validate experiential marketing as a powerful medium and continuously communicate its value to brands.

45 Brands Measured in 2023 at HWR events

Average Impact for 2023 Sponsors:

  • +147% increase in Brand Affection
  • +123% increase in Superiority over Competitors
  • +119% increase in Brand Relevance