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Western Europe

Festival Culture: How Many European Gen Z See Live Music

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Many European young adults are going to live music experiences, and brands should capitalize on these events to increase their visibility among this gen…

TL;DR

  • Concerts and festivals are popular experiences among young adults in Europe—more so than in North America
  • Young Italians are far more likely than their European peers to have attended a live music event
  • Brands should ramp up their presence in concerts and music festivals to connect with Gen Z—and get their products known to them
Europe is home to world-class festivals like Glastonbury, Tomorrowland, Rock en Seine, and Hellfest, making it something of a right of passage for Gen Z to attend them. And global superstars naturally make stops in iconic cities across the continent, such as London and Paris, during global tours. Last year Taylor Swift hosted more concerts...

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