In recent years, the concert industry has seen a dramatic climb in attendance records and frankly it’s no secret that Gen Z has played a major role in this change. While others might argue and say that the reason for attendance rates in concerts have increased because of the COVID-19 recovery, the real reason is much more in depth. Gen Z not only interacts with the music around them but its cultural values and spending habits. They are reshaping the future of the music and concert industry.
For a long time concerts have been a way for people to experience their favorite artists in a way vastly different from a recording. The cultural significance of concerts today is more important than ever before. For Gen Z concerts mean more to them than just a night out, but it’s become a way for them to feel connected with those around them. It’s a right of passage and what might be most important, a way for them to be a part of something bigger than themselves. For the generation born between the late 1990s and the early 2010s, the world has evolved into a world that is technologically connected, meaning social media does not only help listeners discover new music but, in a way, almost creates a bond between the artist and their fans.
The days where you have to wait and hear your favorite song on the radio have come and gone. Now Gen Z can simply follow their favorite artists on social media, chat with them in livestreams, and participate in the same trends that are made on TikTok or Instagram. To Gen Z, it’s more than just attending a concert for the music, but the experience you get with it. The energy, the rush of being in the same space as their idol and for some, their heroes, is as, if not, more important.
TikTok in particular has become a main component in raising the live music attendance. The way the app works has made it easier for rising artists to go viral. Whether it’s a new dance, short clip or even a meme online, it allows for Gen Z to discover music in new ways that are almost addictive yet organic. As a result of using TikTok, if the artist goes viral, their concert sales skyrocket.
Not only is Gen Z buying tickets for artists they already know, but they are actively seeking out new artists everyday. It’s not just about the main artist performing but the small artist opening for them. It’s no secret that Gen Z has a craving for the experience of live entertainment
Gen Z’s spending habits highly reflect the bigger social trends happening around us today. This generation places a huge value on experiences over material goods. Instead of buying expensive goods or gadgets, Gen Z as a generation would rather spend any disposable income on an experience that they will remember for the rest of their lives.
According to a 2023 survey by Eventbrite, 72% of Gen Z participants said they would rather spend money on experiences than physical objects and a majority of this spending is on live entertainment, like concerts. This generation finds the memories, connections and moments they can share with others online to be more meaningful than anything else money can buy.
The fear of missing out (FOMO) also has a very major impact on this concert craze. With TikTok, Instagram, and X (formally known as Twitter) showing real-time highlights of concerts and other live entertainment, it almost makes it impossible to ignore the desire to be there at any particular event, which helps drive the ticket sales up. If you see your friends having fun at a concert without you, it makes you want to be at the next event even more. FOMO has been dramatically spotlighted with the help of social media, changing concerts from being an optional luxury to an essential for many people.
Gen Z is not only attending more concerts than previous generations, but they are changing the concert industry as it is known today. Whether it’s the rush of finding new music, sharing a special moment with friends and family or simply enjoying the rush of energy coming from a live performance, Gen Z as a generation is changing what it means to be a concertgoer.
In a society where content holds the status of royalty and social connections are vital, Gen Z has found a way to bring the two together, ending the disconnect between digital and live experiences. Concerts are no longer just one night events, but a cultural experience that brings people together. As long as generations to come still learn to prioritize experience over material goods, the concert craze is far from over. So now let me ask you this, when’s your next concert?
