NEW YORK, April 29, 2022 /PRNewswire/ — The Coachella Valley Music and Arts Festival has become one of the best-known music festivals in the world. New search driven by Maven Road finds that April 22 was the most anticipated date for thousands of festival-goers, given that after a two-year hiatus due to the COVID-19 pandemic, Coachella has returned to the stage.
Entertainment, cinema and J&K-pop: key aspects regarding the Coachella audience and their interests.
This year’s festival attracted many more participants (750K) than Coachella ’19 and Lollapalooza ’21 and more than 12M discussions on social networks. Users shared their experience on social media, showcasing performance highlights that took place during the event.
“Our analysis team at Maven Road carried out social listening and audience analyzes based on January 12 to April 24, 2022to understand what prompted users to attend the festival, as well as to identify their interests and topics of discussion around the event,” said Paul HerreraCOO & Co-founder of Maven Road.
This research revealed key aspects of the Coachella audience and their interests that should be considered by brands and business leaders looking to reach this community:
Fans are involved in the entertainment industry. According to a social media analysis conducted on users discussing Coachella on Twitter, a significant portion of fans identify as artists, actors or streamers. This led them to become more actively involved in the conversations surrounding the event and to gain a sense of belonging to the community. Additionally, users expressed interest in TV and movies, sharing their favorite movies in their bios, including Marvel and Harry Potter.
Fans are immersed in the J&K-pop scene. J&K-pop genres were most popular with Coachella audiences this year (56%). Users discussing the festival expressed significant interest in performances by Asian artists; one of the highlights of the event was the return of Korean group 2NE1, representing 989.8K mention. In addition, 32.5% of the festival’s conversations were written by users from Asian countries.
These conversations offer deep insight into community interests and motivations, opening up opportunities for decision makers, brands and stakeholders looking to reach this audience.
Please visit Coachella, a glimpse of the festival community and the return of ’22 to read the full research.
About Maven Road
Maven Road is a global business intelligence company focused on creating simple, actionable consumer and audience insights. Our knowledge and expertise enables our clients to access new pockets of consumer data that would otherwise remain untapped. Our big data, machine learning models and advanced analytics help global brands stay ahead of the market. To learn more, visit mavenroad.com.
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