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Skiddle Event Promotion and Ticket Sales Blog

by yashking



Skiddle, the UK’s busiest ticketing site and biggest what’s on guide, has commissioned a study with the University of Leeds (School of Music) to survey a group of Skiddle customers around the impact of mental health from attending live music and club nights. Skiddle undertook the research at the start of 2020 to provide insight into the impact of attending music events on wellbeing, which has been no doubt been affected by COVID-19.

We invited respondents to reflect on their experiences. One attendee noted:

“We were all on the same wavelength, singing and dancing. It’s a diverse crowd, but everyone was united in the moment.”

Respondents described feeling uplifted by the music, with one stating that they felt “a lot more alive than when [they] arrived”.

Out of a sample size of 392 participants, 97% recorded feeling positive during their most recently attended live music event. 58% of the explanations for this related to the positive impact of the experience on wellbeing. 40% of the responses relating to the positive impact concerned the atmosphere and social experience of the event. The findings make clear that live music is an important source of positive wellbeing. The focus on the social dimensions of a shared musical experience suggests that this is not something which can be replaced by watching online or listening alone at home.

This study supplements Skiddle’s 2018 promoter mental health study. The study revealed that promoters’ mental health and wellbeing is affected by the high pressured nature of the industry.

In June 2020, Skiddle also conducted a consumer confidence survey amongst 200,000 customers. Over 80% stated they would be ready to attend an event within 3 months of lockdown easing. 70% said they were planning to attend both indoor and outdoor events post-lockdown. The consumer appetite for music events is very much there, if not even more so for 2021.

The final results from the study came at a time when students were planning on going back to university. At the same time, the Government were encouraging physical activity to ‘stay healthy’. Unfortunately this meant less of a consideration on mental wellbeing.
The UK Government were not considering the ramifications on young people’s wellbeing by banning music events.

Skiddle is also partnering with the NTIA in calling for urgent support for the night-time sector by the Government. The Government needs to recognise the wider importance of live music events and support their re-opening, as well as supporting behind-the-scenes jobs.

Music and live music events has the power to enlighten and feel more connected. Unfortunately, the Government do not consider it a ‘viable’ industry or acceptable form of leisure activity.

Skiddle has spoken to tens of thousands of customers and promoters on the phone. We understand their frustrations when events become postponed or cancelled due to COVID-19.

Now it is time for our leaders to listen.


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