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The benefits of live music and the ‘goosebump’ effect
The first time
Do you remember the first time? Most of us remember our first ever gig. The queue, the crowd, the lights all bedazzling our senses before the music starts and we finally manage to catch that first glimpse of the artist themselves.
Live music has the power to bring people together, be it in a small club or pub or a huge muddy field, everyone is there for the same reason. There are no teams, no different sides, no competition. They are simply there to hear the music they love and have a good time.
Many of today’s globally famous acts were inspired by a live performance. Mick Jagger, Keith Richards and Brian Jones met at an Alexis Korner gig in London in 1962, going on to form what was to become one of the biggest rock bands on the planet.
In 1976 an unknown punk band called The Sex Pistols played a gig in Manchester. Unbeknown to everyone in the 200-capacity venue was that this performance would spawn three bands that would go on to become household names during the rise of Manchester bands in the 80s and 90s – Joy Division, The Fall and The Smiths.
The ‘goosebump’ effect
Live music not only inspires budding musicians and artists, but it can change our physiological balance! A recent study undertaken by Barclaycard and Harvard University* investigated the science behind the ‘goosebump’ effect when watching a gig.
The research, conducted at Reading and Leeds Festival in August 2018 found that more than half (55 per cent) of the 100 participants wearing monitoring devices were susceptible to experiencing goosebumps during live entertainment, with a chill inducing moment most likely to occur within the first minute of a performance. A total of 126 goosebump moments were experienced during the study, averaging at 2.8 per minute.
Participants that reported an emotional memory associated with the performance or lyrics of a song doubled their chances of experiencing goosebumps. Collective crowd experience, such as singing and dancing along was also a key factor for delivering the shivers. Powerful stuff!
2025 – the year of live music
Our recent survey of 500 people in the UK** found that just over 70% have been, or plan to go to a live music event or festival this year, with nearly 30% of those saying they plan to watch live music three to four times across the year.
And whilst that goosebump effect can be scientifically proven as we have already mentioned, what about the psychological effects it can have? How does it make you feel when you go and watch a band live? We asked that question and were met with a resounding ‘happy’ and ‘excited’, closely followed by ‘positive’ and energised. Less than 1% felt disappointed with a gig, whilst a small percentage (5.4) felt anxious.
Why do we go to gigs?
Whilst all of the above emotional and psychological effects could be reason enough to get you searching for tickets – we asked the public what else it was about gigs that they love the most. Whilst the atmosphere at a live concert came out top, making memories and spending quality time with family and friends weren’t too far behind. Our musical choice may be quite a personal thing, but it seems that sharing the experience of hearing it live is one to be shared and celebrated.
References
* Research carried out by Matthew Sachs (Harvard University, University of Southern California) and Robin Murphy (Associate Professor of Experimental Psychology at the University of Oxford), is association with Barclaycard with a total of 100 participants at Reading & Leeds festivals on location at Reading Festival on Saturday 25 August and Leeds Festival on Sunday 26 August 2018.
**Survey conducted by PPL PRS of 500 respondents in June 2025, via Attest’
Author
Alexandra Carr
Alexandra Carr is a Member of The Chartered Institute of Public Relations and has worked in communications roles for over 20 years. Prior to her current position she worked for The Chartered Institute of Logistics & Transport (UK) and Transport for London. Alexandra joined PPL PRS as PR & Communications Manager in December 2017, bringing together her love of writing and music.
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