90 per cent of music fans say “authenticity” is the most important thing when it comes to connecting with artists

90 per cent of music fans have said they believe “authenticity” is the most important factor in establishing a connection with an artist.

In new research, 84 per cent of music lovers have also said that “unexpected” and “unscripted” moments are what create lasting memories, with 60 per cent saying that live performances are the most powerful way to engage with their favourite musicians.

The study of 9,000 fans in nine different countries has been conducted by Ballantine’s Scotch Whisky in partnership with C...