Fans Want Experiences, Not Things—Here’s How to Connect in 2025
In 2024, live music didn’t just break records—it transformed how fans engage with culture.
Oasis’s highly anticipated reunion reignited nostalgia on a massive scale and Karol G’s sold-out stadium shows in Europe showcased the global rise of Latin music. Stray Kids continued to prove K-pop’s global dominance, connecting fans across continents on their world tour. Charli xcx turned ‘Brat Summer’ into a cultural blueprint, while Chappell Roan’s rise highlighted the growing influence of emerging voices in reshaping fandoms.
Across global markets, several clear trends are emerging—opportunities for marketers to lead in a space where connections matter more than ever before. As we approach 2025, live entertainment has become the ultimate cultural connector for brands. Here’s what marketers need to know about fan connection in 2025:
Experiences Above All Else
People today value experiences more than material possessions. This isn’t just a trend—it’s a cultural shift driven by how people view time and connection.
Why It Matters
Globally, spending on experiences like travel and live events is expected to rise by 15% next year, while spending on goods has either stayed flat or slightly declined. The trend will be especially noticeable in markets like the U.S. and Europe as people continue to prioritize creating memories together.
Your Next Move
Success is no longer just about reach. Whether it’s through immersive activations, exclusive access, VIP experiences, merch or content, brands that deliver personal, authentic, and unforgettable moments do more than just grab attention—they leave a lasting impression. Rethink metrics to include social sentiment, repeat engagement, and how audiences talk about your brand long after the event ends.
The Rise of Female Artists
Taylor Swift. Chappell Roan. Sabrina Carpenter. Karole G. Tyla. Lana Del Rey. Olivia Rodrigo. Beyoncè. Charli xcx. Adele. From breaking records with sold-out world tours to redefining genres and more, female musicians are rewriting the rules of engagement across entertainment and driving massive global economic impact along the way.
Why It Matters
Female artists’ influence goes beyond their music, sparking shifts in how people think, buy, and connect. They’re turning concerts into ecosystems that shape global conversations, and this level of cultural impact is unique to live music.
Your Next Move
Female artists across genres—pop, punk, A-pop, hip-hop, country, and more—are redefining success in music and culture. These trailblazers are shaping conversations around beauty, identity, and influence, building brands, and sparking viral trends that extend far beyond the stage. The true driving force is the loyal fandoms, creating entire worlds with distinct language, rituals, and aesthetics. To connect meaningfully, brands need to fully immerse themselves in these communities—understanding their culture, language, and values.
Globalization of Cultural Experiences
In 2024, artists like Adele, Coldplay, and Karol G boosted local communities across Italy, Germany, Spain, Australia and beyond. Fans crossed borders to connect with their favorite artists, turning concerts into cultural pilgrimages. Looking ahead to 2025, the global stage grows even bigger as fans travel to Oasis’s long-awaited reunion tour and festivals like Lollapalooza Berlin, Rolling Loud Thailand, and Corona Capital.
Why It Matters
Live music transcends borders, becoming a powerful catalyst for global tourism by merging music, culture, and exploration. Fans aren’t just attending shows—they’re embarking on what will become a lifelong memory filled with emotion and discovery. For brands, these journeys offer opportunities to connect with audiences at moments of pure excitement, joy, and deep cultural connection.
Your Next Move
Bring your brand into the heart of the fan journey. Today’s fans aren’t just attending a show—they’re embarking on an experience that spans exploring cities, dining out, shopping, and sightseeing. Every moment, from booking airfare to choosing where to stay, shapes their story.
Next year, don’t just sponsor the event—own the entire journey. Partner with venues, create curated travel packages, and deliver exclusive offerings that amplify the adventure. Engage both wanderlust-driven travelers and local audiences, ensuring your brand is part of every unforgettable moment. This is your chance to turn fan journeys into brand loyalty.
Monoculture Is Out, Subcultures Are In
Subcultures like punk, hip-hop, K-pop, and Latin music began as niche movements that evolved into global cultural forces. Fans don’t just consume—they live these identities, whether dressing in Karol G’s signature pink or forming passionate communities around artists like Chappell Roan.
Why It Matters
Subcultures drive today’s culture, influencing everything from fashion to language. 82% of fans are excited by genre crossovers, showing how these movements create vibrant spaces for brands to engage. Missing the early stages means missing the heart of cultural evolution.
Your Next Move
Partner with emerging artists and movements to build credibility and connection from the ground up. Explore culturally rich experiences like La Onda, Clockenflap, Dreamville Fest, and HERA Festival to meet fans when they’re celebrating their identity. Identify where subcultures intersect to scale relevance across fan communities globally. Subcultures aren’t just trends—they’re where culture is born. Brands that lean in early shape the future alongside their audiences.
Democratization of Influence
The way fans experience live music is changing. Social media has turned every concert into a shared event, with over half of global fans saying posting about a show is a big reason they go. At the same time, artists are rising to fame with a greater velocity than we’ve ever seen, thanks to the power of social media.
Live events are no longer just about being present—they’re about sharing the moment, connecting with others, and experiencing the energy through different perspectives. Fans are now storytellers, amplifying their experiences and deepening connections across communities.
Why It Matters
The creator space is rapidly shifting, but live music remains a unique cultural anchor where influence is born and shared organically. With 92% of global fans trusting influencers more than traditional advertising, creators—and even fans themselves—are reshaping brand perception and driving consumer action. This phenomenon is about fostering connection, sparking excitement, and extending the life of live events far beyond the final encore.
Your Next Move
Partner with creators and fan communities who embody your brand values and passion for live music. Blend local micro-influencers with global creators to expand your reach and deepen connections. And treat every fan as an influencer—because they are. Creators and experiential marketing will only grow closer, giving brands trusted and far-reaching amplification that cements the impact of live music moments across audiences worldwide.
As we head into 2025, live music continues to be where culture, community and brand purpose come together. The brands that will thrive aren’t just those who show up—they create moments that resonate and last. Email us to create unforgettable moments with live music in 2025.
Authored by Russell Wallach, Global President
