Standing out through sound: Why live music deserves more consideration from brands

Live music is booming. According to new research from Live Nation, concerts have overtaken both sport and film as the world’s number-one form of entertainment. In the UK, 36% of people say they would choose live music over any other form of entertainment, while 81% would rather spend on experiences than things. For brands looking to build genuine emotional engagement, it’s a powerful signal that fans aren’t just attending gigs, they’re expressing who they are.

Live Nation’s global Living for Live report captures a fundamental shift in behaviour. Eighty-six per cent of UK fans say music is core to their identity, and 83% say live is where they feel most themselves. For many, attending a concert isn’t just a night out, it’s a milestone moment. Eighty-one per cent call a concert one of their most memorable life experiences, and nearly seven in ten travel for shows, fuelling both cultural and economic impact.