Entertainment: Major Music Festivals Continue Trend As Economic Boosters

Why it is the topic trending:

• The article highlights the significant economic boost that major Australian music festivals provide to their local economies.

• It details the success and attendance numbers of several festivals, including Cooly Rocks On, Adelaide Beer & BBQ Festival, Dark Mofo, and RISING.

• The increasing engagement of Gen Z with live music events and their willingness to spend more on tickets are identified as key factors.

• The article also touches upon the resilience of these festivals post-pandemic and their continued ability to attract large crowds.

Overview: Major music festivals across Australia are proving to be significant economic drivers, attracting large crowds and injecting millions of dollars into local economies. Events like Cooly Rocks On, Adelaide Beer & BBQ Festival, Dark Mofo, and RISING have reported strong attendance and substantial financial benefits for their regions. A key factor contributing to this success is the increased engagement of Gen Z with live music and their demonstrated willingness to spend more on these experiences, even amidst cost-of-living pressures.

Detailed Findings:

• Cooly Rocks On (Coolangatta, Queensland): Over 160,000 attendees over five days. Expected to boost the Gold Coast economy by $20 million (up from $9 million in 2019 to $18 million in 2023). Attendees spend an average of 6.5 nights (Australia) or 8.6 nights (international).

• Adelaide Beer & BBQ Festival (Adelaide Showground): 10th and final event drew 20,000 attendees. No immediate economic numbers, but 60 brewers poured over 65,000 beers. Since 2015, hosted over 175,000 people and supported 400+ local businesses.

• Dark Mofo (Hobart, Tasmania): Returning after a hiatus, first-day sales of 40,000 (70% interstate), rising to 50,000 by opening, confident of reaching 100,000. Included 17 Aussie music exclusives.

• RISING (Melbourne): Hosting 610 local and international artists at 100 events, on track to break last year's attendance. In 2024, added 45,000 patrons (680,000 total), sold 70,031 tickets (55% sold out), created 250 event jobs.

• Gen Z Engagement: Australian Gen Zers increasingly spending on live music and engaged with various events. Ticketek report noted a 48% increase in 18-24 age group attendance and the highest ticket sales in over a decade. Gen Z willing to pay the most for tickets (average $256 AUD). More comfortable with rising prices as the new norm.

• Autumn Festivals: Bluesfest Byron Bay (109,000), Perth Festival's East Perth Power Station venue (80,000), Adelaide Festival (353,556), Party In The Paddock (13,000).

• Blues On Broadbeach (Gold Coast): Expected to surpass last year's 160,000 attendance, projected to pump $24 million into the Gold Coast economy.

• BASSINTHEGRASS (Darwin, Northern Territory): 11,000 attendees (25% from outside the Territory). 2021 event generated $14.5 million for the NT economy.

• Parrtjima – A Festival in Light (Alice Springs): Reached a new high of 23,500 attendees, expected to match its $12.22 million boost to the NT economy.

• triple j's One Night Stand (Busselton, Western Australia): 15,000 attendees, raised $57,000 for Support Act and other charities.

Key success factors of product (trend):

• Strong Lineups and Diverse Programming: Festivals offer a variety of musical acts and experiences to attract a broad audience.

• Nostalgia and Themed Events: Events like Cooly Rocks On tap into nostalgia, drawing specific demographics.

• Unique Experiences: Festivals like Dark Mofo offer unique and sometimes edgy artistic and cultural experiences.

• Economic Impact and Community Support: Festivals are recognized for their positive contribution to local businesses and economies.

• Gen Z Engagement: The willingness of Gen Z to attend and spend at these events is a significant driver.

Key Takeaway: Major music festivals in Australia are thriving, attracting large crowds and providing substantial economic benefits to their host regions. The increasing participation and spending of Gen Z are a crucial factor in this success, highlighting the continued importance of live music experiences for this demographic.

Main Trend: The main trend is the sustained popularity and economic significance of major music festivals, particularly in Australia, driven by strong programming, diverse appeal, and the increasing engagement of younger generations.

Description of the trend: The Festival Boom: Live Music Events Thrive as Economic Powerhouses

What is consumer motivation:

• Experiencing Live Music: The unique energy and atmosphere of live performances.

• Social Connection and Community: Attending festivals with friends and like-minded individuals.

• Discovery of New Music: Exposure to a wide range of artists and genres.

• Escape and Entertainment: Festivals offer a break from everyday life and a chance to enjoy music and culture.

• Creating Memories: Memorable experiences and shared moments with friends.

What is driving trend:

• Post-Pandemic Re-engagement: People are eager to return to live events after periods of restrictions.

• Gen Z's Prioritization of Experiences: Younger generations value experiences and are willing to spend on them.

• Diverse Festival Offerings: A wide range of festivals cater to various musical tastes and interests.

• Economic Benefits Recognition: Governments and communities often support festivals due to their economic impact.

• Nostalgia and Legacy: Long-running festivals have built a strong reputation and loyal following.

What is motivation beyond the trend:

• Supporting Artists and the Music Industry: A desire to contribute to the livelihoods of musicians and event organizers.

• Personal Expression and Identity: Music festivals can be a place for self-expression and showcasing personal style.

Description of consumers article is referring to:

Best Description: The article refers to music enthusiasts in Australia who attend major music festivals. This includes a broad demographic, with a specific emphasis on Gen Z (18-24 year olds) who are increasingly engaged and willing to spend on these events.

• Australian Music Festival Attendees: Individuals who travel to and participate in major music festivals across Australia.

• Gen Z (18-24 years old): A key demographic showing a significant increase in festival attendance and spending.

• Broad Demographic: Festivals cater to various age groups and musical tastes.

• Local and Interstate/International Travelers: Attendees come from both nearby and further away, contributing to tourism.

Who are the consumers implied by article:

• Who are them: Music fans in Australia, with a focus on Gen Z.

• What kind of products they like: Tickets to music festivals, food and beverages at events, merchandise, travel and accommodation related to festivals.

• What is their age?: Ranges across age groups, with specific data highlighting the 18-24 year old demographic.

• What is their gender?: Not explicitly detailed, but likely a mix of genders attending various festivals.

• What is their income?: Gen Z attendees are noted for being willing to pay for tickets even with cost-of-living pressures, suggesting a priority for these experiences.

• What is their lifestyle: Individuals who enjoy live music, cultural events, and social gatherings. Gen Z may be balancing work with leisure and prioritizing spending on experiences.

• What are their category article is referring shopping preferences: Likely to purchase tickets online, may be influenced by social media and recommendations from friends for festival choices.

• Are they low, occasional or frequent category shoppers: Can range from occasional attendees of larger festivals to more frequent goers of smaller, niche events.

• What are their general shopping preferences-how they shop products, shopping motivations): Gen Z noted as willing to pay more for tickets, suggesting a high value placed on the experience.

Conclusions: Major music festivals continue to be a significant cultural and economic force in Australia, with a strong resurgence in attendance, particularly among Gen Z, who are demonstrating a clear willingness to invest in these live music experiences.

Implications for brands:

• Sponsor Music Festivals: Opportunities to reach a large and engaged audience, especially Gen Z.

• Offer Experiential Marketing: Create engaging brand activations and experiences at festivals.

• Target Gen Z Consumers: Recognize their spending power and interest in live music.

• Support Local Events: Festivals often benefit local communities, aligning with community-focused branding.

Implication for society:

• Cultural Enrichment: Music festivals contribute to the cultural landscape and provide opportunities for artistic expression and community building.

• Economic Development: Festivals are significant drivers of tourism and local economies.

Implications for consumers:

• Access to Diverse Music Experiences: A wide range of festivals caters to various musical tastes and preferences.

• Opportunities for Social Connection: Festivals provide a platform for people to come together and share a love of music.

Implication for Future:

• Continued Growth of Festival Culture: Expect major music festivals to remain popular and economically significant.

• Evolving Festival Formats: Potential for new and innovative festival models to emerge.

• Sustained Engagement from Gen Z: Younger generations will likely continue to be a key demographic for live music events.

Consumer Trend (name, detailed description): Experiential Spending on Live Music (Gen Z): Generation Z is increasingly prioritizing and spending on live music experiences, particularly music festivals, demonstrating a greater willingness to invest in these events compared to other age groups, even amidst economic pressures.

Consumer Sub Trend (name, detailed description): Music Festivals as Economic and Cultural Hubs: Major music festivals are not only popular entertainment events but also significant drivers of local economies, supporting businesses and fostering community engagement through shared cultural experiences.

Big Social Trend (name, detailed description): The Enduring Value of Live Experiences: In an increasingly digital world, live events, particularly those involving music and shared cultural moments, continue to hold significant social and personal value for consumers.

Worldwide Social Trend (name, detailed description): Global Festival Culture: Music festivals are a widespread cultural phenomenon globally, serving as important social and economic events in many regions.

Social Drive (name, detailed description): Desire for Live Entertainment, Social Connection, and Experiential Value: Consumers are driven by the desire to experience music in a live setting, connect with others who share their interests, and create memorable experiences.

Learnings for brands to use in 2025:

• Live Music is a Strong Engagement Platform: Festivals and concerts offer valuable opportunities to connect with consumers.

• Gen Z is a Key Demographic for Live Events: Focus marketing and partnerships towards this engaged generation.

• Highlight the Experience: Emphasize the unique and memorable aspects of live music events.

Strategy Recommendations for brands to follow in 2025:

• Increase Festival Sponsorships and Partnerships: Align with events that resonate with their target audience.

• Create Immersive Brand Experiences at Festivals: Go beyond basic signage to offer interactive and engaging activations.

• Target Gen Z with Digital and Social Media Campaigns: Utilize the platforms where this demographic is most active to promote festival involvement.

Final sentence (key concept) describing main trend from article (which is a summary of all trends specified), and what brands & companies should do in 2025 to benefit from trend and how to do it: The trend of Experiential Spending on Live Music by Gen Z highlights the enduring appeal and economic power of music festivals, urging brands and companies in 2025 to strategically invest in sponsorships and create engaging experiences at these events to connect with this valuable and enthusiastic demographic.

Final Note:

• Core Trend: Experiential Spending on Live Music (Gen Z): Younger generations are prioritizing and spending on live music festivals.

• Core Strategy: Invest in Festival Partnerships and Experiences: Align with these events to reach an engaged audience.

• Core Industry Trend: Economic Significance of Music Festivals: Live music events are major drivers of local economies.

• Core Consumer Motivation: Desire for Live Entertainment, Social Connection, and Experiential Value: Consumers seek immersive and shared experiences at music festivals.

Final Conclusion: Major music festivals in Australia, fueled by the strong engagement and spending of Gen Z, demonstrate the continued power of live music to drive culture and economy. Brands that recognize this trend and strategically participate in the festival landscape have a significant opportunity to connect with a passionate and influential consumer base.

Core Trend Detailed: The core trend of Experiential Spending on Live Music (Gen Z) describes the increasing prioritization and significant financial investment that members of Generation Z are making in attending live music events, particularly music festivals. This trend signifies a shift in spending habits, where younger consumers are valuing experiences, social connection, and the unique atmosphere of live music over other forms of discretionary spending. Despite economic pressures, Gen Z demonstrates a greater willingness to allocate funds, even exploring payment options like installments or taking on multiple jobs, to participate in these cultural events, highlighting the deep value they place on live music experiences.

Key Characteristics of the Core trend:

• High Willingness to Spend: Gen Z is willing to spend more on live music tickets compared to other generations.

• Prioritization of Experiences: Live music attendance is seen as a valuable experience worth investing in.

• Resilience to Economic Pressures: Even with cost-of-living concerns, Gen Z continues to prioritize festival attendance.

• Social and Cultural Significance: Festivals are important social gatherings and cultural touchstones for this generation.

• Early Adoption and Influence: Gen Z's engagement is shaping the future of the live music industry.

Market and Cultural Signals Supporting the Trend:

• Strong Post-Pandemic Rebound of Live Events: A general eagerness to return to in-person experiences.

• Increased Focus on Mental Well-being and Experiences: Younger generations often value experiences that contribute to their overall well-being.

• Social Media Amplification of Live Events: Platforms like TikTok and Instagram showcase the festival experience, driving further interest.

• Artist Engagement with Gen Z: Many popular artists actively connect with their Gen Z fanbase through live performances and festival appearances.

• Ticket Sales Data Showing Increased Gen Z Participation: Reports like Ticketek's FanDX confirm the significant rise in attendance from this demographic.

How the Trend Is Changing Consumer Behavior:

• Budget Allocation Towards Live Music: Gen Z consumers are making conscious decisions to allocate their spending towards live music events.

• Travel and Accommodation Related to Festivals: Increased spending on travel and lodging to attend festivals in different locations.

• Demand for Diverse Festival Offerings: A desire for a wide range of musical genres and festival experiences.

Implications Across the Ecosystem:

• For Brands and CPGs: Significant opportunities to connect with a highly engaged and spending demographic through festival sponsorships and activations.

• For Retailers: Potential increase in sales of festival-related merchandise, fashion, and accessories.

• For Consumers: Access to a vibrant and diverse live music scene, with festivals catering to various tastes and preferences.

Strategic Forecast:

• Experiential spending on live music by Gen Z is likely to continue to be a dominant trend.

• The live music industry will likely continue to cater to the preferences and spending habits of this key demographic.

Areas of innovation

• Sustainable Festival Models: Innovating in areas like waste management, renewable energy use, and eco-friendly infrastructure to minimize the environmental impact of large-scale events, aligning with growing consumer awareness and preferences.

• Enhanced Digital Integration for On-Site Experience: Developing sophisticated mobile apps that provide real-time information, personalized schedules, interactive maps, and seamless payment options, enhancing the overall festival experience for attendees.

• Hybrid Festival Experiences: Exploring ways to blend the in-person festival experience with virtual elements, such as live streaming high-quality performances, creating interactive online communities, or offering exclusive digital content for ticket holders, expanding reach and engagement.

• Data-Driven Personalization of Festival Experiences: Utilizing data analytics to understand attendee preferences and tailor experiences, such as personalized food and beverage recommendations, suggestions for less crowded viewing areas, or curated artist recommendations.

• Accessibility and Inclusivity Initiatives: Innovating to make festivals more accessible to a wider range of attendees, including those with disabilities or diverse needs, through improved infrastructure, sensory-friendly zones, and inclusive programming.

• Unique and Themed Festival Concepts: Creating festivals with distinct themes that go beyond just music, incorporating elements of art, technology, wellness, or specific cultural celebrations to attract niche audiences and offer more unique experiences.

• Community Engagement and Local Business Integration: Developing stronger partnerships with local businesses and communities to create more authentic and mutually beneficial festival experiences, fostering economic growth and positive social impact.

• Interactive Art and Technology Installations: Integrating cutting-edge technology and interactive art installations to create visually stunning and engaging experiences that go beyond traditional stage performances.

Final Thought (summary): Major music festivals are demonstrating their resilience and significant economic impact, particularly in regions like Australia, where strong attendance figures, driven by the enthusiastic participation and spending of Gen Z, underscore the enduring appeal of live music experiences. The continued success of these events lies in their ability to evolve, embrace innovation, and cater to the desires of a new generation of festival-goers who value unique experiences and are willing to invest in the thrill of being there.

Source: https://themusic.com.au/industry/major-music-festivals-continue-trend-as-economic-boosters/Ou-ALC8uUVA/11-06-25