Essay
Leveraging the Philippine Concert Scene Post-Pandemic Through Digital Consumer Insights
“FastForward Market Research utilizes cutting-edge digital methodologies to provide deep insights into consumer behavior. These insights do not merely capture trends; they help decipher the complex web of digital fan engagement.”
(1) CONCERTS IN THE DIGITAL AGE:
According to Pollstar (2023), a company tracking the live entertainment industry, revenues for live performances have continuously broken records year after year post-pandemic. The local scene is no different; since 2020, local and international artists have announced back-to-back shows in the Philippines, consistently selling out. Despite the popularity of these live shows, there remains significant untapped potential for enhancing local events, particularly in the post-pandemic landscape. Marketing agencies, advertising firms, concert organizers, and producers have yet to fully grasp the intricacies of Filipino fan culture's local behaviors when promoting shows, offering products, services, and similar offerings. In the digital age, where visibility and consumer understanding dictate the trajectory of brands, leveraging newer research
methodologies are crucial.
(2) ONLINE COMMUNITIES REVEAL NEW OPPORTUNITIES TO CONCERT PRODUCERS AND ORGANIZERS:
The pandemic has spurred a strong desire among fans to witness their favorite artists perform live. By actively engaging with their fellow fans, they seek experiences that not only entertain but also contribute to their sense of identity as enthusiasts. Filipino fans, in particular, exhibit a profound emotional attachment to their favorite performers and cherish the opportunity to partake in 'firsts' or exclusive concert experiences that bring them joy and motivate further support. These sentiments present an opportunity for organizers to develop special and exclusive stages, offering a distinct promotional advantage. Online communities, often integral to the target demographic of concert organizers and producers, provide a rich source of insight. By studying and analyzing the online sentiments of concert-goers, organizers can seamlessly bridge the gap between the concert experience and their objectives. These insights illuminate valuable information about the preferences, behavior, and demands of diverse fandoms, enabling organizers to tailor their offerings more effectively.
(3) POST-CONCERT SCENE SOCIAL LISTENING AND SENTIMENT ANALYSIS:
Moreover, an underexplored facet of the Filipino concert experience lies in the post-concert phase. Given the profound emotional connections Filipino fans harbor towards their favorite performers, the desire to witness their performances again is notably intensified. The concert experience for Filipinos extends beyond the live event itself; there exists a realm of unmet emotional needs post-concert. This presents a significant opportunity for local brands, concert producers, and organizers to capitalize on the post-concert fever by offering experiences that cater to these lingering feelings. By utilizing Digital Consumer Insights (DCI), local brands, concert organizers, and producers gain a deeper understanding of fan behavior within the different fandoms. These insights can help transform fans into loyal consumers who actively engage with platforms and merchandise linked to their favorite performers. This paradigm shift elevates fans beyond passive consumption, empowering them as active producers within their respective communities. Such initiatives assume critical significance in the online domain, serving as instrumental tools for cultivating and sustaining organic engagement and buzz.
(4) TRANSFORMING NEGATIVE SENTIMENTS TO FUN EXPERIENCES:
Nevertheless, the primary obstacle lies within the domain of concert producers and organizers. Despite the unwavering feeling and support that Filipino fans bring to sold-out shows, they are equally outspoken regarding negative encounters throughout their concert experience. From issues encountered during ticket purchasing to concerns arising on the day of the event, fans openly articulate their grievances and hold organizers accountable for any perceived shortcomings. Regrettably, not all organizers recognize and actively monitor this nuanced space within online discourse. Online sentiment analysis of concertgoers and post-event feedback can provide valuable data that informs future decision-making and ensures continuous refinement of the concert experience. Furthermore, active monitoring of digital channels provides organizers with the opportunity to engage with fans in real-time allowing organizers to respond promptly to any issues or concerns raised by attendees, demonstrating a commitment to customer satisfaction.
(5) DIGITAL CONSUMER INSIGHT IS THE FUTURE OF CONCERT EXPERIENCE RESEARCH:
The volume of sentiments expressed online highlights the growth of Filipino fan culture, alongside an increasing demand for live performances of local and international artists on Philippine stages. FastForward Market Research utilizes cutting-edge digital methodologies to provide deep insights into consumer behavior. These insights do not merely capture trends; they help decipher the complex web of digital fan engagement. As we continue to refine our approach to digital sentiment analysis and trendspotting within online communities, we welcome the opportunity to share these insights. By understanding and integrating these perspectives, producers, organizers, and brands can enhance their strategies to meet the evolving demands of today’s concert-goers and create more meaningful and engaging experiences.
_______________________________________________
According to Pollstar (2023), a company tracking the live entertainment industry, revenues for live performances have continuously broken records year after year post-pandemic. The local scene is no different; since 2020, local and international artists have announced back-to-back shows in the Philippines, consistently selling out. Despite the popularity of these live shows, there remains significant untapped potential for enhancing local events, particularly in the post-pandemic landscape. Marketing agencies, advertising firms, concert organizers, and producers have yet to fully grasp the intricacies of Filipino fan culture's local behaviors when promoting shows, offering products, services, and similar offerings. In the digital age, where visibility and consumer understanding dictate the trajectory of brands, leveraging newer research
methodologies are crucial.
(2) ONLINE COMMUNITIES REVEAL NEW OPPORTUNITIES TO CONCERT PRODUCERS AND ORGANIZERS:
The pandemic has spurred a strong desire among fans to witness their favorite artists perform live. By actively engaging with their fellow fans, they seek experiences that not only entertain but also contribute to their sense of identity as enthusiasts. Filipino fans, in particular, exhibit a profound emotional attachment to their favorite performers and cherish the opportunity to partake in 'firsts' or exclusive concert experiences that bring them joy and motivate further support. These sentiments present an opportunity for organizers to develop special and exclusive stages, offering a distinct promotional advantage. Online communities, often integral to the target demographic of concert organizers and producers, provide a rich source of insight. By studying and analyzing the online sentiments of concert-goers, organizers can seamlessly bridge the gap between the concert experience and their objectives. These insights illuminate valuable information about the preferences, behavior, and demands of diverse fandoms, enabling organizers to tailor their offerings more effectively.
(3) POST-CONCERT SCENE SOCIAL LISTENING AND SENTIMENT ANALYSIS:
Moreover, an underexplored facet of the Filipino concert experience lies in the post-concert phase. Given the profound emotional connections Filipino fans harbor towards their favorite performers, the desire to witness their performances again is notably intensified. The concert experience for Filipinos extends beyond the live event itself; there exists a realm of unmet emotional needs post-concert. This presents a significant opportunity for local brands, concert producers, and organizers to capitalize on the post-concert fever by offering experiences that cater to these lingering feelings. By utilizing Digital Consumer Insights (DCI), local brands, concert organizers, and producers gain a deeper understanding of fan behavior within the different fandoms. These insights can help transform fans into loyal consumers who actively engage with platforms and merchandise linked to their favorite performers. This paradigm shift elevates fans beyond passive consumption, empowering them as active producers within their respective communities. Such initiatives assume critical significance in the online domain, serving as instrumental tools for cultivating and sustaining organic engagement and buzz.
(4) TRANSFORMING NEGATIVE SENTIMENTS TO FUN EXPERIENCES:
Nevertheless, the primary obstacle lies within the domain of concert producers and organizers. Despite the unwavering feeling and support that Filipino fans bring to sold-out shows, they are equally outspoken regarding negative encounters throughout their concert experience. From issues encountered during ticket purchasing to concerns arising on the day of the event, fans openly articulate their grievances and hold organizers accountable for any perceived shortcomings. Regrettably, not all organizers recognize and actively monitor this nuanced space within online discourse. Online sentiment analysis of concertgoers and post-event feedback can provide valuable data that informs future decision-making and ensures continuous refinement of the concert experience. Furthermore, active monitoring of digital channels provides organizers with the opportunity to engage with fans in real-time allowing organizers to respond promptly to any issues or concerns raised by attendees, demonstrating a commitment to customer satisfaction.
(5) DIGITAL CONSUMER INSIGHT IS THE FUTURE OF CONCERT EXPERIENCE RESEARCH:
The volume of sentiments expressed online highlights the growth of Filipino fan culture, alongside an increasing demand for live performances of local and international artists on Philippine stages. FastForward Market Research utilizes cutting-edge digital methodologies to provide deep insights into consumer behavior. These insights do not merely capture trends; they help decipher the complex web of digital fan engagement. As we continue to refine our approach to digital sentiment analysis and trendspotting within online communities, we welcome the opportunity to share these insights. By understanding and integrating these perspectives, producers, organizers, and brands can enhance their strategies to meet the evolving demands of today’s concert-goers and create more meaningful and engaging experiences.
_______________________________________________
About the author: Chloe Rabulan is part of the Digital Consumer Intelligence team at FastForward Market Research. Beyond her keen interest in emerging research technologies, Chloe is passionate about music. She is an enthusiastic concert-goer, frequently indulging in live performances, particularly in the vibrant post-pandemic concert scene.
About Digital Consumer Intelligence at FastForward: The Digital Consumer Intelligence (DCI) arm of FastForward Market Research leverages advanced social listening tools to analyze online sentiments that influence real-world behaviors. By capturing the emotions, thoughts, and sentiments underlying digital conversations, FastForward provides holistic insights into diverse communities and target audiences. This approach enables brands to connect deeply and deliver experiences and messages that resonate powerfully and personally.
Reference: https://news.pollstar.com/2023/12/16/the-great-return-becomes-a-golden-age-2023s-top-tours-see-massive-historic-growth/
5/3/2024
About Digital Consumer Intelligence at FastForward: The Digital Consumer Intelligence (DCI) arm of FastForward Market Research leverages advanced social listening tools to analyze online sentiments that influence real-world behaviors. By capturing the emotions, thoughts, and sentiments underlying digital conversations, FastForward provides holistic insights into diverse communities and target audiences. This approach enables brands to connect deeply and deliver experiences and messages that resonate powerfully and personally.
Reference: https://news.pollstar.com/2023/12/16/the-great-return-becomes-a-golden-age-2023s-top-tours-see-massive-historic-growth/
5/3/2024