Brits spend almost 55 million hours a day listening to music alone - but live gigs are where lifelong fans are made
- Danny Jones is backing Greene King pubs’ Live at Your Local, which will see 900 grassroots artists perform at free live music events in pubs across the UK throughout August and September
- New research reveals almost two thirds (62%) of all music listening now happens alone, equating to six hours and 49 minutes per person each week
- The average person listens to the same seven songs, six artists and four playlists on repeat
- People who attend multiple gigs every month discover four times as many new artists as those who never go, and one in four (25%) say seeing an artist at a grassroots venue is what makes them a lifelong fan.
McFly star Danny Jones is encouraging Brits to ditch the headphones and rediscover the joy of live music at a pub as he backs the return of Greene King’s Live at Your Local, which will see 900 grassroots artists perform at free live music events in pubs across the UK this summer.
The partnership comes as new research from the pub company and brewer reveals that, despite having more ways of listening to music than ever before, we are discovering less and listening alone.
A survey of 2,000 adults found that Britain clocks up an estimated 54.7 million hours* of solo listening every day. The average person listens to 11 hours of music a week, and 62% of that is done alone.
More than a third (34%) say listening has become a more solitary activity in recent years, while two in five (41%) have never shared a playlist with someone else. Many also admit they're stuck in a rut, replaying the same seven songs, six artists and four playlists on repeat each week.
The research also suggests that despite streaming giving us access to more music than ever, it's live music that drives discovery.
People who attend multiple gigs every month discover four times as many new artists per year as those who never attend. Only a quarter (25%) can remember the last artist they streamed, while almost twice as many (44%) can recall the last live gig they attended.
While streaming has transformed the way we access music, live music continues to create the moments people remember most.
A third (32%) of Brits say their most memorable music experiences happened in person; 31% say live music helps them feel more present, and 29% say it boosts their mood more than listening at home.
One in four (25%) say experiencing music together helps them feel more connected to friends and loved ones, and just over a quarter (26%) claim that seeing an artist perform in a grassroots venue is most likely to make them a lifelong fan.
Yet, for many people, live music feels increasingly out of reach. Almost two-thirds (64%) believe major concerts are no longer financially accessible, while 27% say they’re actively looking for more affordable entertainment this summer.
McFly star Danny Jones, ambassador for Live at Your Local, will judge the final of Greene King Untapped, the music competition at the heart of the campaign. He believes there’s no better place to discover new music than at a grassroots gig, preferably in the pub.
To launch the competition, Danny stars in a new campaign film, putting his phone away and swapping solo listening for the atmosphere and excitement of live grassroots gigs in Greene King pubs.
Danny said: "Some of my earliest memories of live music are from working men's clubs in Bolton. Watching bands perform in small local venues sparked my love of music and showed me just how special live music in a local pub can be.
“Later, when I started playing pubs and grassroots venues myself, I saw first-hand how important those spaces are for giving new artists a chance and bringing people together through music. That's why I'm so excited to be judging Greene King Untapped. It's not only giving the next generation of musicians an incredible platform, but also encouraging people to put the phones down, get back out to their local pub, and discover new music together again."
Live at Your Local and Greene King Untapped returns on Friday, 14 August, showcasing more than 900 emerging artists in hundreds of free gigs across Greene King pubs throughout August and September - giving music fans the chance to discover new talent on their doorstep.
Danny will also join the judging panel at the national final in London this September, helping to crown the UK’s next breakthrough artist.
The winner will receive a career-changing prize package including:
- £10,000 in cash
- A professional studio recording session
- A performance slot at the Rolling Stone UK Awards 2026
- An exclusive mentoring session with Danny
Neuroscientist Dr Julia Jones (also known as Dr Rock) said: "We receive music as vibrations traveling through the air. When listening through headphones those vibrations are received by a small area of our body (our ears). In comparison, the sound of an instrument (or multiple instruments) being played live in front of us is received by receptors throughout your skin as well as your ears. Add to that the amplification effect, the visual effect, and the sound of a packed room all enjoying the same experience - then you create a phenomenal multi-sensory experience that delivers a far deeper impact and leaves lasting memories.
“Solo listening can never replicate the power of a shared live human music interaction. We’ve been experiencing music in this way for tens of thousands of years. It’s very primal and can lead to social bonds that last a lifetime.”
Andrew Gallagher, Brand and Marketing Director at Greene King pubs said: “Greene King’s Live at Your Local is all about bringing people together through live music while giving emerging artists the platform they deserve. By turning our pubs into places to discover new talent, we're creating memorable experiences for our customers while supporting the next generation of grassroots musicians.”