A new international study has found that authenticity is the defining quality music fans look for when connecting with artists.According to research conducted among 9,000 music fans across nine countries by Ballantine’s Scotch Whisky in collaboration with COLORSxSTUDIOS, 90 per cent of respondents said that authenticity is the most important factor in forming a bond with musicians.

In addition, 84 per cent of those surveyed believe that unexpected and unscripted moments in live performances are what create the most memorable concert experiences.Around 60 per cent also said that live shows remain the most powerful way to engage with their favourite artists.

The study highlights a broader cultural desire for genuine expression in music, with one in three respondents stating that seeing authentic performances inspires them to be more themselves in everyday life.However, the findings also suggest growing concerns about the live music experience.

Around 40 per cent of fans feel that gigs have become overly scripted, while a third say they can no longer afford to attend concerts by their favourite artists.The report also touches on the ongoing debate about mobile phone use at live shows.

Some artists, including Jack White, Bob Dylan, Placebo and Ghost, have introduced phone bans to encourage audiences to be more present, with concerns that filming disrupts engagement.

Others, such as Billie Eilish, have defended fans’ use of phones, arguing that recording and sharing experiences is part of modern music culture and helps people stay connected.Overall, the research reflects a tension between modern concert behaviour and the desire for more authentic, immersive live music experiences.