GOT LIVE (STUDY) IF YOU WANT IT

UTA and Variety VIP+ have released a study pointing to millennials, aged 26-41, as the key driver in live music’s post-pandemic resurgence. Per the paper, titled Standing Room Only: Live Music’s Epic Resurgence, a third of millennial concertgoers are attending more shows and festivals over the past year than pre-pandemic, while more than half have purchased VIP-level tickets to shows during the same time frame.

Perhaps even more delightful to the Live Nations and AEGs of the world is that 54% of millennials have flown domestically to a concert or festival in the past year, while 46% have traveled internationally for the same. 31% of them are willing to spend more than $500 on a concert ticket, compared to 19% of all respondents ages 15-69.

Further, 79% of concertgoers have seen the same artist more than once, with 44% of them doing so in the course of the same tour. The data behind “Standing Room Only: Live Music’s Epic Resurgence” was drawn from 4,036 respondents, 1,500 of whom are active live music attendees.

"Music lovers have ushered in a new golden era of concerts and festivals," says Joe Kessler, who leads UTA’s research/analytics/insights division, IQ. "In a world in which our lives are becoming increasingly virtual, fans are craving distinctive, in-person, communal experiences—and live music clearly is filling that need."

The full study can be explored here.