Analysing the popular music audience: determinants of participation and frequency of attendance

The past decade has witnessed a gradual shift in the popular music audience lead- ing to the predominance of live performances as the main revenue source in the in- dustry. Whether this trend is sustainable and how it relates to other sectors, mainly the recorded music industry, crucially depends on consumer's demand. We analyse the demand for live popular music by resorting to data by the 2010-11 Survey for Cultural Habits and Practices in Spain. The aim of this paper is twofold. Firstly, to determine the factors that explain frequency of attendance to live performances and how it relates to media participation. Secondly, to classify consumers by identi- fying different demand segments.