The Drivers of Millennials' Live Music Consumption: A Multilevel Study of the Antecedents that Shape Millennials' Decision to Attend Live Music Performances within the Italian Context

Alessandra Peroncini

Student thesis: Master thesis


Performing arts’ sectors have been struggling to build up and retain a solid base of young attendees, due to the disruptive impact of the ongoing socio-cultural, economic and technological changes on Millennials’ consumption patterns. This thesis dives into the specificities of the Italian music panorama, acknowledging the precarious situation which most music institutions are experiencing, being the declining and ageing audience the toughest, yet most urgent, issue to tackle. However, if classical music institutions strive on a daily basis to reach out to Millennials, popular music concerts’ providers effectively succeed in doing so. Therefore, the purpose of the thesis is to investigate the antecedents behind Millennials’ live music consumption, in order to unveil the factors which mostly impact on their concert attendance. While early literature on audience development mainly focuses on socio-demographic factors, such as age and gender, recent knowledge sheds light on elements never before considered, which are strictly related to the experience economy theorization. Through the adoption of the MotivationAbility-Opportunity Model as conceptual framework of the research, five relevant sets of antecedents emerged from the available body of knowledge are holistically assessed: socio-demographic and experiential factors as motivation’s determinants, personal resources as ability’s determinants, environmental and marketing mix factors as opportunity’s determinants. The insights gained from the qualitative strand of the analysis suggest the necessity for concerts’ providers and youngsters to meet halfway, the former through consistent communication and appealing programmes, the latter through openness and dedication towards (un)familiar music genres. The results of the quantitative research, in turn, confirm the relevance of socio-demographic variables, experiential variables, personal resources and marketing mix variables as significant antecedents to Millennials’ concert participation, while confute the impact of environmental variables. Moreover, factors such as solid music education and hands-on music experience emerge as strong enhancers of classical music concerts’ attendance among Millennials. The study, however, fails in identifying specific antecedents to popular music concerts’ participation, opening up to future endeavours. Keywords: Arts’ Participation, Popular Music, Classical Music, Concerts’ Attendance, Audience Development, Millennials’ Consumption Patterns, Cultural Institutions

EducationsMSocSc in Management of Creative Business Processes , (Graduate Programme) Final Thesis
Publication date2017
Number of pages122
SupervisorsAnne Martensen