Study: Live Music is a Global Destination


Live music boomed in 2023, with over 145 million fans attending 50,000 events in 45 countries. The global stage roared as music fans worldwide eagerly awaited tour announcements and festival lineups.

Live music is transcending borders with American artists embarking on extensive international tours, while K-Pop, Latin, Indian, JPop, and African artists sell out arenas across North America. This global surge reveals a fascinating trend: music is increasingly fueling wanderlust, with fans merging their passion for travel with the electrifying experience of live performances.

This presents a unique opportunity for brands to connect with audiences across the globe when they’re in memory-making mode. By tapping into this intersection of cultural exchange and fandom, brands can forge meaningful connections with fans when they are most open.


of global live music goers want to travel internationally to see a show

Key Stats

of global live music goers love to travel internationally to experience new cultures


of global live music fans want to see more local brands onsite


of global live music fans like engaging with global brands onsite

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