A study commissioned by O2 has suggested that attending a live music event once a fortnight could increase life expectancy by nine years, due to its power to positively impact wellbeing.
The study undertaken by O2 and Patrick Fagan, specialist in behavioural science and associate lecturer at Goldsmith’s University, revealed that just 20 minutes of gig-time results in a 21 per cent increase in feelings of wellbeing. As well as this, the study also cites additional scholarly research which directly links high levels of wellbeing with a lifespan increase of nine years – pointing to a direct link between gig-going and longevity.
The findings come off the back of bespoke psychometric and heart-rate tests at a range of wellbeing activities – including attending live music events, yoga and dog walking. The gig experience increased participants feelings of wellbeing by 21 per cent – with key markers across the happiness spectrum showing increases, including feelings of self-worth (+25 per cent) and closeness to others (+25 per cent) whilst mental stimulation climbed by an impressive 75 per cent.
Accompanying research showed a positive correlation between regularity of gig attendance and wellbeing. Those who attend live concerts once a fortnight and more were the most likely to score their happiness, contentment, productivity and self-esteem at the highest level (10/10), suggesting that regularly experiencing live music is the key to building a long-standing improvement to wellbeing. More than two thirds (67 per cent) of those surveyed said that experiencing live music makes them feel happier than simply listening to music at home.
Nina Bibby, chief marketing officer at O2, commented: “We all know just how good it is seeing your favourite band or artist live, but now we have the proof. Life doesn’t come with catch up and through Priority Tickets, O2 customers have access to over 5,000 live shows in more than 350 venues across the UK every year.”
Patrick Fagan, behavioural science specialist and associate lecturer at Goldsmith’s University, added: “Our research showcases the profound impact gigs have on feelings of health, happiness and wellbeing – with fortnightly or regular attendance being the key. Combining all of our findings with O2’s research, we arrive at a prescription of a gig a fortnight which could pave the way for almost a decade more years of life.”