Retail’s Next Stage: Why Live Music Became the New Flagship
Authored by: Maggie Kuo, Senior Director of Fan Insights
People worldwide continue prioritizing IRL experiences above all else—whether attending music festivals, traveling to new destinations, or visiting their local malls. This shift is seeing brick-and-mortar shopping make a major comeback, especially with Gen Z fans.
Malls aren’t just about shopping—they’ve become social hubs, offering “treat yourself” moments that consumers, especially younger ones, have missed. Our latest research explores how the shift toward experiences and the resurgence of in-person shopping have made live music the new flagship.
67% of global fans shop in person at least once a week.
From Storefront to Stage
Retail is already integral to the pre-and post-live music fan journey. From treating yourself to some new eye shadow at a beauty retailer before the festival to picking up snacks and sunscreen at the grocery store, shopping is a core part of the fan experience.
Nearly 9 in 10 global fans shop in person before or after a concert or festival—even higher among fans in the US, Australia, and Asia! But it can go beyond the bookends of a live music experience—live events provide an incremental occasion to spend, allowing retailers to be a part of a memory fans are actively building and won’t soon forget.
From Storefront to Stage
Retail is already an integral part of the pre-and post-live music fan journey. Beauty, snacks, sunscreen, outfits—fans shop it all. Live music sparks spending across the board, not just at the merch tent.
Nearly 9 in 10 global fans shop in-person before or after a concert or festival (and it’s even higher among fans in the US, Australia, and Asia!). But it can go beyond the bookends of a live music experience — live events provide an incremental occasion to spend, allowing retailers to be a part of a memory fans are building and won’t soon forget.
agree “I’d be interested in a retail brand offering exclusive items I could only buy at a live music event”
agree “I’d be interested in a retail brand offering a pop-up store location at a live music event”
Fans unanimously agree that retail brands belong at live events, and partnering with live music differentiates them from competitors. From “fun” to “functional,” there’s a place for a wide variety of retail brands and categories to stand out and make an impact with fans.
agree that “There is at least one thing a retail brand could do to enhance my live music experience”
agree that “A retail brand’s involvement in live music adds to its overall appeal and makes it stand out from competitors” (95% Australia, 93% Asia!)
agree that “A retail brand that partners with live music events is more innovative” (96% Asia!)
Top products fans globally are interested in a retail brand offering onsite at a live music event include:
Clothing, grocery items, accessories, and entertainment
How Retail Brands Can Dress Up the Live Music Experience
While live music might draw fans to shop your brand, building loyalty and driving behavior means showing up in ways that feel cool, intentional, authentic, and genuinely useful onsite.
Fans tell us they’re looking for retail brands that:
1. Enable Self-Expression
Give fans the chance to personalize a keepsake onsite and make it their own.
2. Offer Exclusivity
Let fans take something home that’s one-of-a-kind.
3. Provide Convenience
Give fans the option to shop and ship the item home.
4. Don’t Underestimate Utility
Offer fans on-site items they want and need, like sunscreen, chargers, deodorant, face wipes, and more.
5. Double Your Impact
Offer products onsite and in-store – so fans near and far can join in.
Insights In Action
Retail brands leaning into live music are already seeing strong engagement around the world.
At Lollapalooza India, H&M blended fashion and music with an immersive activation. A megaphone-shaped runway set the stage for curated fashion moments, intimate acoustic sets by artists like Lisa Mishra and Kayan, and a hands-on design station for custom album covers.
In the UK, Co-op brought the convenience of its supermarkets to six major festivals, turning its onsite presence into a go-to destination for weekend essentials. Fans stopping in for supplies found more than just groceries—live DJ sets sparked impromptu dance parties, while merch giveaways, interactive games and more made a routine errand part of the fun.
Westfield in Australia is another great example of what happens when live music meets retail. From on-the-ground activations across shopping centres to wide-reaching social and digital amplification strategies, Westfield has seen an increase in foot-traffic and member loyalty base from their live music presence, particularly through their four-week “Golden Ticket” promo which gave fans a shot at winning a “Golden Ticket” (unlocking $10,000 concert value).
Become a part of the fabric of live. Reach out to learn more about how our fully integrated global live music marketing team can build a sponsorship program tailored to your specific goals: sponsorshipcommunications@livenation.com.
