“State of Play: Grime Music”, a comprehensive study about the grime music industry, has been released today. The research analysed data on consumer motivations, preferences, spend, sources of discovery and demographics, amongst other categories.
The research shows that grime music has taken hold of the UK. Three in four (73 per cent) of the surveyed were aware of grime, with 43 per cent listening to it. One in five (22 per cent) considered themselves grime fans and 13 per cent of respondees had attended at least one grime event in the past three years.
The criticism London mayor Sadiq Khan received following his call to review Form 696, is also reflected by the report. Form 696 is a risk assessment tool used by the Metropolitan Police to determine the potential level of risk involved should an event where an MC or DJ is using a backing track takes place. Some say the review discriminates against grime music.
The form, which asks for a description of the style of music and target audience, is a requirement for promoters and licensees of events to complete 14 days before an event.
Only 9% of those surveyed were aware of the risk assessment form, however, almost half (48%) of the respondents, after being told what Form 696 is, feel it is discriminatory because it is only applied to specific events.
These stats support the uptick in the number of grime events sold by Ticketmaster – who compiled the survey – in 2017. Quadrupling since 2010, it is currently at a record high.
Findings also show that grime events attendance has been on the increase since 2014, with more people attending each year. The data suggests this looks set to continue with 69 per cent likely to attend another grime event in the next year.
Most grime fans tend to purchase tickets closer to the event date. However, 2017 saw a shift towards earlier purchasing, closer to the ticket on-sale dates.
Respondents are also willing to spend more on tickets than they are currently spending on Ticketmaster with 17 per cent suggesting they’d be willing to spend over £100 on grime gigs.
Around a third of attendees (37 per cent) purchased from a large ticketing site, mostly for big grime events, such as stadium tours or festivals. The findings show that half of attendees (53 per cent) are willing to purchase from a large ticketing site for all grime events, be it small, big or a festival.
Ticketmaster joined forces with youth marketing agency Disrupt Creative and University of Westminster to produce the report. The study surveyed 2,000 members of the British public – and an additional 168 participants via social media – who were identified as active grime listeners.
The findings were combined with Ticketmaster’s sales data and Spotify streaming data to produce a wide-ranging set of insights into an industry experiencing significant growth.