Facilitating Artist Selection for LA3C:
HOW LA3C AND LUMINATE USED DATA TO BRING A MUSIC FESTIVAL TO LIFE WITH K-POP AND LATIN MUSIC
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About the project
In December 2022, Penske Media Corporation launched its first annual LA3C festival, at Los Angeles State Historic Park, celebrating the city's singular place as a leader in culture, diversity, and innovation. It was an immense success across the board with music programming that included such artists as Snoop Dogg, Maluma, SEVENTEEN, Lil Baby, and Snow Tha Product.
"We were looking to understand which artists were most likely to appeal to the diversity of the Los Angeles audience. Luminate was able to sift through data on thousands of artists and make insightful — and sometimes unexpected — recommendations, which we ultimately used to secure our talent roster."
LA3C Co-Founder Juan Mora
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Name, Company
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300+
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Challenge / Solution
The Challenge
The Solution
The Challenge
The LA3C team wanted to understand which artists resonated the most to a Los Angeles audience. As a result, they worked with Luminate to make that analysis from both a consumption (sales and streaming data) and audience insight (research) perspective.
The Solution
Our work with the LA3C team went beyond music consumption analysis, tapping into the company’s many other capabilities, including its industry-leading market research. With that research data, our team of analysts were able to apply deep data to curate experiences that spoke specifically to Los Angeles locals, while also showing sponsors the value of those programming decisions. Specifically, our music insights and research takeaways identified the high demand for Latin and K-Pop music in the Los Angeles area, making artists from those genres as fitting choices for this year's lineup.
Artist-level consumption data came into play to educate the team on the appeal of an artist like Maluma, an eventual headliner on the event. Using market-level data, we were able to identify that, of his 4.4 billion lifetime on-demand streams in the U.S., Los Angeles is the leading market responsible for those streams when they are accounted for as album sales equivalents. Research data also identified those aged between 25 and 34 as the largest group among Maluma’s listeners, confirming he’d make a great match for the 21-plus event.
RESEARCH INSIGHTS
Below is an additional sampling of research insights that informed the festival team and sponsors of the benefits for Maluma's eventual participation:
#1
Maluma fans are avid social media users, with top usage in Facebook, Instagram, and TikTok and top streaming platforms are YouTube, Spotify and Apple Music
+3.2
73% of Maluma fans would buy a ticket to see him at a live event
98.3%
Maluma fans are more likely to consumer beer, vodka, tequila, and hard seltzers
+450
65% of Maluma fans would try a product if he endorsed it
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Luminate CEO Rob Jonas
"From global data, to local-level research insights, we were able to dig deep and answer questions that the LA3C might not have even thought to ask. For example, we looked into the power and popularity of K-Pop and Latin music within the Los Angeles market, and we discovered that both genres had significant overlap and market share within the Los Angeles music listener population. This discovery afforded an informed decision to secure artists like Maluma and SEVENTEEN for the festival."
60% say they are likely to try a product if it is endorsed by an artist they like, which makes K-Pop fans 36% more likely than the general population
+450
Top 3 Causes of interest are supporting Mental Health Initiatives, Supporting Gender Equality, and fighting Homelessness & Poverty
98.3%
K-Pop fans are significantly more active music listeners, over-indexing on all of our tested psychographics as well as very high music listening rates of 66 hours a month, which is 35% more time listening to music compared to the average music listener;
These fans are open to buying merch either online or from an in-person event
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K-Pop fans are mostly Gen Z, female and Asian/Asian American, with heightened fanship from the LQBTQ+ Community
#1
Below is an additional sampling of research insights that helped inform genre programming decisions in regards to K-Pop and SEVENTEEN at LA3C:
RESEARCH INSIGHTS
Luminate Consumption Data
Luminate Insights Artist & Genre Tracker
Luminate Consumption Data
Luminate Insights Artist & Genre Tracker