If you’re an artist who plays frequent shows both in your hometown and on tour, chances are you’re mostly playing to a 21+ age group. And usually, this is a good thing for a performer — this demographic tends to have more disposable income and is more likely to help run up your end-of-the-night payout with bar sales.
But by default, many artists end up overlooking a demographic that, according to a recent study by Nielsen, contains some of the most dedicated music fans — teenagers.
Nielsen’s study confirmed that 54% of teen concert attendees purchase t-shirts and merchandise [source]. Similarly, 51% of teens have purchased some kind of music (download, CD, etc.) in the last year [source]. These numbers are far above the national average, as well as being higher than any other age demographic.
So how do you get a foothold in this often overlooked but highly invested demographic? A good place to start is with this year’s High School Nation (HSN) tour. We spoke with founder Jimmy Cantillon about the festival’s inception and its benefits for the artists who participate: