On 21 June 2019, Foals played the first of two sold-out shows at London's Alexandra Palace, appearing to a 10,000-strong crowd touring the release of their fifth album, "Everything Not Saved Will Be Lost — Part 1".

Foals continued their reign as one of the UK's most beloved bands, and one with a live reputation that precedes them — Ally Pally was, of course, no exception (DIY Magazine; Clash).

Activating fan-contributed content to capture real audience behaviour

We've all been there, witnessing moments in live music that we feel compelled to capture and share.

But these snapshots are valuable. They create a stream of fan-contributed content, which provides a signal of what resonates most strongly among music buffs.

When activated effectively, this content becomes a powerful source of first-party behavioural intelligence, revealing what audiences choose to engage with and explore further — or ignore entirely.

A measurable window into live experience

Live music is one of the most visceral and memorable forms of engagement.

For those not present (or reliving the moment after the show) fan-contributed content provides a window not just into the experience itself, but into how audiences behave when emotion and attention are at their peak.

A single video might capture a highlight from the crowd, but its real value lies in what happens next.

Examples include how long people watch, what they interact with, and whether they choose to take further action — e.g., booking tickets for the next show.

Unfiltered behaviour, not polished performance

Fan-contributed content offers an unfiltered, first-person perspective, not only because it is more "authentic," but because it reflects how audiences naturally respond in real environments.

With a view from the crowd, it feels as though you're there yourself. And more than professional content, it allows the viewer to relate to and connect with the creator: "This is what the experience was like — see it from my perspective".

That lack of polish is valuable because it produces behavioural signals that are closer to reality. Audiences accept and engage with these imperfections because they mirror real experience, creating interaction patterns that reveal genuine interest rather than passive consumption.

Just sweat my bodyweight for @foals pic.twitter.com/MLkNRXbVdx

— Oliver Campbell (@ollie_campbell) June 21, 2019

An opportunity to understand what actually resonates

With a camera in every phone and a phone in every pocket, audiences continuously generate content that reflects what captures attention in the moment.

But the opportunity for brands isn't to collect more content, it's to understand how audiences interact with it.

Now more than ever, we're viewing experiences quite literally through the lens of others. Increasingly, experiences are discovered, revisited and evaluated through audience-shared moments, creating a measurable behavioural layer.

So what does this mean for brands?

Experience and emotion matter, of course, but what brands really need is clarity. Clarity on which moments capture attention, which formats sustain engagement, and which interactions influence what audiences do next.

Fan-contributed content is valuable to brands, rights holders and publishers, but less so in isolation.

Its value emerges when content is activated in consistent, portable branded formats that allow behaviour to be measured and compared over time.

Connecting content, behaviour and outcomes

By embedding fan-contributed content into branded formats — such as can be achieved with Amondo's Galleries — brands can observe how audiences respond in context, capturing first-party interaction data.

This behavioural insight connects content exposure to meaningful actions, giving brands clarity on what works, why it works, and what to amplify next.

If you're curious to see how this works in practise, check out our case studies here.