A Kia survey has revealed that Gen Z music fans are willing to travel further to attend concerts than other age groups, writes Tim Barnes-Clay.
The research by the automaker found that while the average person will travel 204 miles to see their favourite act, Gen Z fans are prepared to drive over 245 miles for a live performance.
The interest in music-related tourism has been attributed to various factors, including the impact of rail and tube strikes, which have led many fans to optimise their concert experience and make the most of their journey.
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The survey also highlighted that 12.5% of Gen Z concert-goers are willing to travel over 500 miles to see their favourite artists perform live. This percentage is notably higher than that of Millennials and Baby Boomers, suggesting that younger fans are more driven to see live music in a post-lockdown world.
Pop sensation Taylor Swift emerged as the most famous artist among Gen Z music fans, with 23.4% of respondents expressing an interest in seeing her live, regardless of cost or location. In contrast, only 3.5% of Gen Z respondents were willing to haul ass for American rock legend Bruce Springsteen’s show, indicating a significant preference for pop music among younger fans.
One possible influence on Gen Z’s listening habits is social media, with platforms such as TikTok serving as tools for promoting and sharing music among younger audiences. The survey also revealed that over half of Gen Z respondents find driving to a gig with friends just as enjoyable as the concert itself, strongly emphasising the overall experience of attending live concerts.
The top 10 artists that Gen Z fans are most willing to travel to see include Taylor Swift, Doja Cat, Olivia Rodrigo, Beyonce, and Harry Styles.
When it comes to long journeys, good company tops the list of priorities (35.2%). Gen Z cherishes the time spent on the road with friends, getting excited for the concert and creating unforgettable memories. In fact, 34.4% say that a collaborative playlist with friends or karaoke sessions in the car are the most essential necessities.
A sense of connection or understanding is why superfans become so invested in artists. Courtney Morgan, a Licensed Therapist, explains: “Artists often do a great job of connecting with their fans and putting words to the emotions and experiences their community has. This can feel validating, and this connection is what often leads a person to become a superfan.”
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Whether navigating urban streets or venturing off the beaten path on your trip, Kia’s new EV9 delivers a well-rounded package that keeps you effortlessly connected on the go to maximise your concert experience. The rear-wheel drive EV9 ‘Air’ can venture up to 349 miles on a single charge.
In comparison, the all-wheel drive ‘GT-Line’ and ‘GT-Line S’ models can handle up to 313 miles – enough for most superfans looking to travel across the country to see their favourite acts. With a long electric battery range, premium interior comfort, and intuitive driving assistance, you can sing along to your favourite artists in supreme comfort and style.
To learn more about the UK superfan hotspots and the full results of the research, visit the Kia blog: https://www.kia.com/uk/about/news/music-miles-concert-travel-trends/.
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