The concert and festival landscape is experiencing a significant transformation in 2024, driven by advancements in technology, a focus on sustainability and a push for personalization. 

Experiential marketing is particularly prominent, catering to the evolving preferences of Gen Z and Millennials. This season sees an increased emphasis on engaging events sponsorships and brand activations that add value*: 

+ 43% of festival goers say main reason for visiting is experience ahead of music. 

+ 62% of festival goers say waste reduction is very important to them.

+ 53% of music fans are interested in more hybrid event models.

As attendees prepare for an unforgettable year of music, art and community, our experts discuss trends set to elevate the festival experience to new heights and how brands can leverage them. 

Download the full report to learn more and uncover how to leverage the latest trends to increase your event ROI.

* Sources: Ticketmaster State Of Play Study; Statista “The live event industry ” study