A new study of 9,000 music fans across nine countries shows that authenticity is the top factor for connecting with artists. The research was conducted by Ballantine’s Scotch Whisky in partnership with COLORSxSTUDIOS.
Ninety per cent of respondents said authenticity is the most important element in building a connection with musicians. Eighty-four per cent added that unexpected and unscripted moments create the most lasting memories, while 60 per cent pointed to live performances as the strongest form of engagement. One in three said they feel inspired to be themselves after seeing artists perform authentically.
