For the fan, the authenticity of an artist is the most important thing

90% of music fans said he believes authenticity is the most important factor in creating a connection with an artist. This was revealed by research conducted by Ballantine’s Scotch Whiskey in collaboration with COLORSxSTUDIOS on a sample of 9,000 fans in nine different countries.

Furthermore 84% of the people interviewed stated that “unexpected” and “spontaneous” moments are those that leave indelible memories in their memory, 60% said that the concert It’s the most effective way to interact with your favorite musicians, while a third of those surveyed feel inspired to be themselves when they witness “authentic” performances from artists.

The authenticity so sought after by music lovers emerges in a historical moment in which 40% of them believe that concerts have become “excessively artificial”while a third said they could no longer afford to see their favorite artists live due to excessive ticket prices.

In recent years, one aspect of live music that has been at the center of debate has been the growing trend of people filming entire concerts with their cell phones. So much so that several artists have gone so far as to ban fans from using phones during their concerts.

Among those who have defended the use of cell phones by fans during concerts is Billie Eilish who in the course of an interview with the British magazine NME stated: “I think it’s simply like that. My generation, and subsequent ones, love to film. I do nothing but film and take photos, constantly. When I was young and went to concerts or festivals, I would film every single minute, and then I would watch every single video shot over and over again until I had memorized even the audio of the audience. I think that is not something to be underestimated. An important part of our culture is that we are all attached to our damn phones!