Music / Research
Research concert ‘explores the power of live experiences’ in a digital age
“Is it worth going to live events?” This and many follow-up questions are at the core of a research project running in collaboration with a number of leading academics and creatives in the region.
The project, Understanding Audiences – spearheaded by MyWorld and supported by UKRI – explores the effect of attending live music events.
An associated study conducted at renowned Park Street music venue St George’s Bristol focused on the physiological responses of participants to a live performance.
is needed now More than ever
The performance featured esteemed Bristol-based jazz trio Yetii, and the study sought to understand how attendees physically respond to live music events in real-time.
Professor Iain Gilchrist and Esme Jones briefed participants of the research project prior to the concert
The participants were divided into two groups: one observed the concert from a glass room, away from the concert, providing a controlled test group, while the others were present ‘in the room’ at the show.
Both groups were surrounded by monitoring devices to track their eye movements, facial expressions, body movements and heart rates. Some participants were even equipped with heart monitors to gather detailed physiological data.
The project aims to shed light on the immersive, emotional and physiological impact of live music events on attendees, offering valuable insights into the significance of live music in a digital world.
The research arrives at a critical time for the live music industry, which is facing significant challenges. Many live music venues are grappling with financial difficulties in the aftermath of Brexit and Covid.
The pandemic led to widespread closures, cancellations, and restrictions, which resulted in substantial revenue losses for venues and artists alike.
Additionally, the rise of streaming platforms has transformed the music consumption landscape. These platforms offer high-quality content at an overwhelming pace, making it easier for people to access music from anywhere, anytime.
So, that begs the question: is it worth attending live gigs?
“Through our research, we’re using advanced technology to measure the precise responses of the audience, helping us pinpoint what makes live events so special,” said professor Iain Gilchrist, research lead of ‘Understanding Audiences’
The research team, led by professor Iain Gilchrist at the University of Bristol, is working to break down the science behind live performances and their real-time effects on attendees.
They seek to understand the intricate physiological and psychological responses that occur during a live music event, moving beyond subjective experiences to a more data-driven analysis.
Speaking to Bristol24/7, Iain Gilchrist – who is research lead and professor of neuropsychology at Bristol University – said: “In this concert, our aim is to understand what makes the live experience so special. People attend live events, whether in various venues across the city or other live performances, and they pay for that experience.
“We want to uncover what makes it unique and how it impacts them. This is a challenging task, as audience members won’t immediately express their reactions while they’re in the moment.
“Through our research, we’re using advanced technology to measure the precise responses of the audience, helping us pinpoint what makes live events so special. We hope that this research will encourage more people to return to live events like this one.”
“When the audience is truly engaged, we feel empowered to push the boundaries of our music,” said Alex Goodyear
Yetii, who have built up a reputation as a dazzling ensemble with residencies to their name, had the audience in the palm of their hands, prompting them to perform two encores after delivering an adrenaline-pumping set that showcased their virtuosity.
The set included a medley of their own compositions such as Summer and renditions of popular tunes and jazz standards, including Everything I Love and a jazz version of Blackbird by The Beatles.
Speaking to Bristol24/7, the band’s drummer Alex Goodyear expressed his delight at being part of the project: “As an ensemble and as individual musicians, I think the research is incredibly interesting,” he said. “When we perform, especially with improvised music, there’s a unique sense of spirituality and deep listening happening, both from the audience and the musicians.
“When the audience is truly engaged, we feel empowered to push the boundaries of our music. The audience senses this connection too, creating a feedback loop. We’re excited to see how this research can help us understand and translate that dynamic.”
“For us, gathering data on the physiological effects of being part of that unique, shared experience with a live audience is crucial,” said Esme Jones, head of marketing & communications at St George’s Bristol
While streaming has made music more accessible, it has also created a competitive environment for live venues, which now have to demonstrate the unique value of attending live performances. This has led to a struggle for venues to attract audiences in an age where virtual experiences often feel just as convenient and immersive.
Representing St George’s Bristol, Esme Jones, head of marketing & communications told Bristol24/7 of the significance of the study. She said: “While we recognise the incredible capabilities of digital technology, another important aspect of this project is exploring and demonstrating the power of live experiences.
“We’ve had significant support from partners like Sennheiser and Canon, who have contributed over £30,000 of equipment to help kickstart this project. Additionally, Esprit Films has provided invaluable support.
“For us, gathering data on the physiological effects of being part of that unique, shared experience with a live audience is crucial. What happens to you when you’re in that moment, interacting with artists in a one-of-a-kind event? It’s this very experience that draws people out of their homes, to buy tickets and attend live music events like ours.”
According to the contributors, MyWorld’s work could provide a better understanding of the unique impact of live music, providing valuable information for artists, event organizers, and venues.
It could also offer a scientific argument for the importance of live performances, potentially influencing how these events are promoted and supported in the future, especially in an era where digital consumption of music has become the norm.
Music venues may have found an unlikely ally: science.
This study is part of a larger £30m research initiative involving four prominent universities in the South West and major names in the creative industry including Aardman, Watershed, BBC, and Bristol Old Vic.
All photos: Milan Perera
Read next:
Our top newsletters emailed directly to you
