Live music is back, and it’s booming, baby.
According to Live Nation’s Living for Live report, concerts have now overtaken sport, film and streaming as the world’s favourite form of entertainment.
Based on a global survey of 40,000 people across 15 countries, the report paints a picture of fans who are building their lives, identities and social calendars around live experiences.
In Australia, that connection runs deep.
Forty-two per cent of Australians said they would choose live music over any other form of entertainment, putting concerts ahead of sport and movies. For brands and marketers, that’s a clear signal: culture is being built live, and those who show up authentically stand to gain.
Fans are building their lives around live
Kristy Rosser, Live Nation’s senior vice president and head of media and sponsorship for Australia and New Zealand, told Mediaweek the research captures a fundamental cultural shift, one where live experiences have become life milestones.
“Live music experiences provide an unrivalled cultural moment for fans, where emotions are high and everyone is part of one big shared community,” she said.
“For brands, it’s about showing up in a genuine and authentic way to connect with fans in the moments that matter most to them.”
Rosser pointed to the recent Oasis reunion as a case study in shared cultural energy, where fans engaged across multiple touchpoints – in venues, on social media, and through merchandise – turning nostalgia into multigenerational connection.
The data backs it up: 78% of Australians describe concerts as one of their most memorable life moments, while 63% plan their calendars early to secure tickets. Seven in ten fans say concerts are how they celebrate life’s big moments – from birthdays to breakups.
Kristy Rosser, Live Nation’s senior vice president
Participation, not spectatorship
Rosser said fans are no longer passive consumers – they live the show long before the lights go down.
“From the moment a tour or festival is announced, fans are already planning their experience – what to wear, how to get there, and the memorabilia they’ll take home,” she said.
Live Nation’s team is helping brands tap into this emotional economy by building partnerships that extend from pre-show anticipation to post-show storytelling.
She highlighted Spilt Milk, Live Nation’s Gen Z-focused festival, which uses insights from the company’s Love Song research to connect brands with audiences through digital, social and on-ground touchpoints – from “get ready with me” content to merchandise and activations.
Borderless fandom, borderless opportunity
Music has never been more global, and Australia is no exception.
Nearly half of Australian fans listen to music outside their native language, mirroring the cross-cultural energy driving international tours.
Rosser said this globalisation of taste is opening new creative doors for brands. “Music is more than just words – it’s about how it makes people feel,” she explained.
“Asia Pop is a great example. In the past decade, we’ve seen a 600% increase in the number of shows across Australia, and 98% of Asia Pop fans are listening to non-English music even though most speak English at home.”
For fashion and beauty brands, she said, that’s a powerful insight.
“Fans look to Asia Pop artists for style inspiration, so brands who authentically support those genres and communities are welcomed by fans who see them as part of that cultural movement.”
When live becomes lifestyle
The report also highlights how concerts are evolving into lifestyle ecosystems – places where fashion, food and fandom collide.
Eighty-two per cent of Australians say music is a core part of their identity, and that’s being expressed through “concert cosplay” – themed dressing for artists’ shows.
“Live music is no longer just about the sound,” Rosser said.
“At Harvest Rock this year, 38,000 people came together for a premium experience of food, fashion, wine and live music. For brands, that’s an opportunity to engage fans on multiple levels and elevate the entire experience.”
Turning live energy into lasting impact
Despite widespread media fragmentation, Rosser said live entertainment remains the one medium that commands total attention. The challenge for brands, she noted, is sustaining that energy beyond the encore.
“You can’t bottle that live energy, but you can build from it,” she said.
“The smartest brands are finding ways to keep that spark alive through storytelling, loyalty programs and community experiences. People are chasing that feeling again and again – and when brands help fans relive it, they build long-term loyalty.”
That loyalty, she added, extends far beyond a single event.
Festivals such as Spilt Milk or Strummingbird generate tourism, economic impact and cultural content that ripple well past show day – proof that live is no longer a one-off activation, but an entire ecosystem of culture and commerce.
Rosser’s advice to CMOs and media buyers is simple: follow the culture, and you’ll find the audience.
“Almost half of all Australians choose live music as their preferred form of entertainment, beyond sports and movies,” she said. “If you want to reach culture, go to where it’s made – live.”