Women Drive Spending and Planning in Australias Live Music Scene, Study Finds

A global study released on 21 June 2026 shows that Australian women are a key driver of live‑music spending and experience design. The research, titled Her Frequency, was conducted by The Collective at THE·TEAM and surveyed nearly 15,000 women across 12 markets and 18 music genres.

In Australia, the data paint a clear picture: 85 % of women would be willing to spend more on a concert if the event were seamless, immersive and rewarding. A striking 84 % say they play a major role in planning and coordinating group experiences, and 54 % spend more than $100 beyond the ticket price, with 11 % spending over $500 per event. Moreover, 94 % are open to brand presence at concerts and festivals.

The study identifies women as planners, organisers and decision‑makers who shape how live‑music events are discovered, attended and shared. Emotional significance is high: 78 % of women said live music helps them feel connected to others, and 75 % said it reflects their identity and individuality. The research also categorises women fans into five segments – Power Fans, High‑Intent Fans, Mainstream Fans, Social Fans and Occasional Fans – each with distinct pathways to higher frequency, stronger loyalty and greater fandom amplification.

According to Thayer Lavielle, Managing Director of The Collective at THE·TEAM, “Women are not just showing up as individual attendees – they are very often the planners, connectors and decision‑makers who turn live music into a shared experience.” Nick Hudson, Vice President – Australia at THE·TEAM, added that the data show women are already investing significantly beyond the ticket, but that they would spend more if the experience felt richer and more rewarding. The study suggests that brands can enhance live‑music experiences by adding convenience, fun, surprises and memorable moments, and by creating shared experiences.

The findings point to a gap in the current live‑music ecosystem. While venues, promoters and brands recognise the importance of fandom, the Australian segment indicates that women’s influence is not fully leveraged. The research implies that event operators and marketers should design experiences with women’s planning role and emotional connection in mind, and that brand activation at events should be tailored to the high willingness of women to engage with brand presence.

In summary, the Her Frequency study confirms that Australian women spend more than the ticket price, drive group attendance, and value immersive, seamless experiences. Brands, venues and promoters that acknowledge women’s planning and emotional needs are likely to capture a larger share of the live‑music market.