Study: Live Music is a Global Destination

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.