A recent study by Live Nation’s ‘Future Sound’ has revealed that 93% of Australian music fans would view a brand more favourably if it supports or spotlights emerging artists in the Asian community.

The study profiles the boom of Asia Pop, or A-Pop, in Australia and New Zealand, predicting 2024 to be the genre's biggest year yet across these regions.

Live Nation figures indicate a 600% increase in Asia Pop shows and a 275% surge in the number of artists between 2015 and 2024. TikTok Australia reported 61 million K-Pop views by fans in the last 12 months. Nine in 10 Asia Pop fans engage with established genres like K-Pop, J-Pop and C-Pop, as well as emerging genres such as Mandopop, Thai Pop and City Pop.

According to the report, 98% of these fans listen to music in languages other than English, with over 60% stating they prefer it despite English being their dominant language at home. The Australian and New Zealand audiences for Asia Pop are rapidly growing, with one in three fans listening to Asia Pop music for more than 15 hours a week.

"The unparalleled energy for Asian Pop live events in our market is reshaping fan expectations and opening new avenues for growth. Industry players who recognise and adapt to this phenomenon now will be at the forefront of a new era in music and entertainment. What we're seeing is not a new phenomenon; it has been an undercurrent in our musical landscape for years, only now receiving the widespread recognition it deserves," said Asia Pop Promoter and Talent Buyer at Live Nation Australasia, Wenona Lok.

The study also highlighted the marketing potential within this dynamic and creative cultural landscape. "Asia Pop has seen a meteoric rise in popularity among Australian and New Zealand music fans but despite this, many brands have yet to fully realise the marketing potential that lies within this dynamic and creative cultural landscape. Fans of Asia Pop, often referred to as ‘Stans’, are not just passive viewers; they are a fiercely loyal and highly engaged audience, driving trends that reach billions of music lovers," said Senior Vice President, Marketing & Client Services at Live Nation Entertainment, Kristy Rosser.

94% of Asia Pop fans agreed that it is more important than ever for brands and companies to support the Asian community, while 97% would like to see more brands partnering with Asia Pop artists in Australia and New Zealand. Meanwhile, 77% believe that brands aren't doing enough to support the Asian community. This presents a significant opportunity for brands to engage with this highly passionate and loyal fan base.