Time Inc, through brands such as NME, have a long standing heritage with music and provide a credible and trusted environment to reach music lovers. We conducted Today's Man: LIVE! research in order to deepen our understanding of the role of music in young men's lives and to understand the decision making process.

The objective of the campaign was in order to deepen our understanding of the role of music in young men's lives and to understand the decision making process

The research comprised of a nationally representative online survey amongst 16-34yr men conducted by Lightspeed. The same survey was completed by the Time Inc Men & Music audience to explore the similarities and differences between the audiences. 16-34 year old men are so passionate about music that they view brands more favourably who sponsor live music events (64%). In addition to this they pay attention to which brands sponsor live music events so are receptive to the brand messages.

The results showed that young men are massively into music. Research also showed that: -16-34yr men are passionate about live music; they are more likely to have been to see live music (63%) than live football (55%) in the last 12 months -On average they've been to 3 gigs in the last year and 1 festival -There is also a growing appetite for live music with 7 in 10 planning to go to gigs, and 2 in 3 planning to go to festivals in the future

Young men play a pivotal role in making key decisions and influencing their social circle. They are the key decision makers and the key ticket purchasers. In addition to this they pay attention to which brands sponsor live music events so are receptive to the brand messages.