GLOBAL STUDY FROM THE COLLECTIVE AND THE·TEAM’S MUSIC GROUP SHOWS WOMEN ARE SHAPING LIVE MUSIC’S NEXT GROWTH OPPORTUNITY

Spanning 12 markets worldwide, “Her Frequency” examines how women turn their fandom into frequency through emotional connection, group participation, planning influence and spend across the live music ecosystem.

86% of women are open to spending more when the live music experience feels more seamless, immersive and rewarding, pointing to clear headroom for deeper participation and commercial growth.

83% of women fans play a key role in creating the group experience, from discovering event details to coordinating how the experience comes together before, during and after a show.

New York, June 17, 2026: The Collective, THE·TEAM’s industry-leading global advisory and advocacy business focused on accelerating investment in women across sports, music, and entertainment, today announced Her Frequency: How Women Amplify Value Across the Live Music Experience. The global study examines how women participate in the live music ecosystem and where the industry can deepen engagement, loyalty and growth by better supporting the full live music journey.

The study identifies a clear growth opportunity for artists, venues, festivals, promoters and brands: Women already demonstrate powerful emotional investment in live music, but participation deepens when that emotional connection is matched by experiences that feel easier to plan, more rewarding to attend and worth returning to repeatedly.

The research shows that 64% of women worldwide are fans of live music, but their influence over the $200 billion industry extends far beyond attendance, with direct commercial and economic implications. They are fans, organizers, decision-makers and community-builders whose participation shapes how live music is planned, experienced and shared across the global ecosystem.

Surveying nearly 15,000 women across the U.S., U.K., Australia, Canada, China, France, Germany, Hong Kong, Japan, Mexico, Singapore and Thailand, Her Frequency finds that more than eight in ten (83%) women who attend live music events play a significant role in the planning surrounding them. Developed from quantitative, qualitative, social and industry analysis across 12 markets and 18 music genres, Her Frequency explicitly demonstrates the complexity of women audiences beyond simply being attendees.

The study underscores the emotional significance of live music for women, with nearly two-thirds (65%) attending events to share experiences with others. Women already represent a substantial source of spending across the live music economy. More than half (54%) spend over $100 beyond the cost of admission, with 29% spending more than $200 and 11% spending more than $500 per event. From transportation and hospitality to merchandise, food and beverage, and premium experiences, women are contributing value across multiple touchpoints of the live music ecosystem, well beyond the ticket itself.

Her Frequency also shows that attendance is rarely a spontaneous decision. Women often balance schedules, group planning, ticketing, travel, caregiving, comfort, timing and overall ease before deciding whether an experience feels worthwhile and manageable within everyday life. The opportunity for the industry is not to solve a lack of emotional connection, but rather to make that connection easier to act on.

Thayer Lavielle, Managing Director of The Collective at THE·TEAM, said: “The live music industry has always understood the immense power of fandom, but this research gives us a more nuanced view of how women create value across the entire experience. 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. When the industry supports both the emotional pull of fandom and the practical realities that make participation possible, the impact extends well beyond one ticket.”

The research proves that women are highly open to brand presence in live music, but that brand relevance determines its impact. Her Frequency finds that 94% of women express an openness toward brands at concerts and festivals, while 46% want brands to add convenience, fun, surprises or memorable moments and 42% want brands to bring people together to create shared experiences.

For brands, the opportunity is twofold: make live music an easier ‘yes’ by creating more logistical ease around planning, comfort, coordination and care; and deepen emotional connection by helping women express identity, connect with others and extend the value of the experience before, during and after the event.
Lee Anderson, Co-President of THE·TEAM’s music group, added: “This study reinforces something we see every day: Women are a driving force in live entertainment, influencing every part of the fan journey. There is an opportunity here to go beyond reach or awareness and invest in experiences that meaningfully support how women engage with live music – both practically and emotionally.”

To better understand where the greatest growth opportunities exist, Her Frequency categorizes women fans by how deeply they engage with live music, how they attend, to what degree they participate and where commercial opportunity is strongest. The study identifies five audience segments: Power Fans, High-Intent Fans, Mainstream Fans, Social Fans and Occasional Fans, with each group revealing pathways to higher frequency, stronger loyalty and greater fandom amplification. The clearest opportunity sits with emotionally invested audiences whose participation and spending have not yet fully scaled. High-Intent Fans and Mainstream Fans represent nearly half of women fans. These categories show significant headroom for deeper engagement when the industry builds convenience, confidence, coordination support, immersion, belonging and recognition into the live music industry.

The research also points to clear opportunities for brands, venues and festivals to make live music easier to say ‘yes’ to. Examples include better planning tools like set time alerts and venue maps, more comfortable on-site experiences through rest zones, hydration stations, upgraded restrooms and family-friendly accommodations, and stronger group support through split-pay ticketing, coordinated seating and travel bundles. These solutions are designed to reduce friction before, during and after the show, while creating more thoughtful ways for partners to show up for fans.

Read more findings from the study and proposed solutions to deepen women’s participation across live music at HerFrequencyMusic.com.

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Press Contact
Lydia Barry, THE·TEAM
[email protected]

About The Collective
The Collective is the global authority on women as athletes, artists, consumers, and fans across sports, music, and entertainment. Established in 2019, The Collective combines advocacy and advisory with proprietary research, strategic insights, industry partnerships, and cultural activations to prove and power women as a growth engine. To date, The Collective has helped unlock more than $750M in incremental investment for women in sports, turning insight into action, investment, and measurable change. The Collective is a member of THE·TEAM. Learn more at wearethecollective.com.

About THE·TEAM
THE·TEAM is proud to provide representation and marketing services to talent, brands and properties across 28 countries and more than 70 cities worldwide. Shaped by our belief in the unifying power of sports, music and entertainment, THE·TEAM leads with intelligence, ideas and influence. For more information, please visit the.team.