Victoria's live music scene is failing to hit a high note with the state's young people, but the industry remains hopeful of a change in tune.
New research from Music Victoria found 80 per cent of young Victorians plan to attend at least one gig annually, investing in concerts, festivals and artist merchandise.
In February alone the state hosted some of the country's largest events, recently welcoming pop megastar Taylor Swift in front of a record total audience of 288,000 fans.
But despite an impressive entertainment line-up and enthusiastic over-18 market, the survey also noted a significant drop in under-18 attendance.
The Perception of Live Music study surveyed 500 Victorians aged 16 to 35 about their live music experiences, focusing on behavioural dynamics among those aged 16 to 25.
Music Victoria chief executive Simone Schinkel says the resounding enthusiasm from young people willing to attend is reassuring, but affordability and lack of certainty are getting in the way.
"Lots of these challenges are not music specific challenges, it's not the music industry that's done anything wrong," she told AAP.
"There's cost-of-living crisis and the cost of doing business from a COVID hangover, that makes it really hard to get out there and experience that affirming first gig experience."
Griffith University cultural sociologist Ben Green says there is an air of uncertainty surrounding festivals in a post-COVID world, compounded by extreme weather events that led to more than 20 festivals cancellations in 2022.
"Taylor Swift sold out so many concerts against the apparent trend of spending because people who buy tickets to her big stadium tours are confident the show is going to happen," he said.
"For a festival - especially one just starting up, it might be harder to build that confidence."
Promoters relying on funding from early ticket sales are facing a chicken-and-egg conundrum, struggling to attract young people with diverse line-ups because of increasing insurance and premium costs, which drive up ticket prices.
As for addressing motivation, both Ms Schinkel and Dr Green agree organisers must evolve and respond to young people's niche interests rather than appealing to the masses.
"Curation is such an important part of the process, the vibe has to fit with young people for them to succeed - which is a difficult thing to do because festivals have to book these things months in advance," Dr Green said.
Festivals are particularly feeling the weight of attendance withdrawals, with young people at the heart of cancelled events like Groovin the Moo.
The latest event hit by insufficient ticket sales, Groovin follows the cancellation of Falls Festival, Coastal Jam and the 2024 hiatus of Dark Mofo.
Zach Wileman, 17, was disappointed about the cancellation.
He is part of the 78 per cent of Victorians who said their first live music experience shapes their overall passion for music.
For Zach, that first festival was Riverboats when he was 14.
"The feeling of a live show is completely different to listening to it on vinyl or Spotify," he said.
"I love going to gigs with mates and seeing the way the audience reacts ... it really confirms what music is all about."
Dr Green emphasises that government support must view the live music sector as a complex ecosystem with competing interests to tackle uncertainty for both business and consumers.
"Festivals and live music in general do provide a public good, they've got economic, cultural and social benefits which perhaps we shouldn't leave entirely to the market," he said.
He suggested governments step up to protect the industry through policies including creating insurance schemes to help.
Music Victoria is calling on the state government to provide access to the Victorian Managed Insurance Authority and says the research will help with their lobbying efforts.
