How Concerts & Music Festivals Are Becoming More Millennial

Today’s post comes to us from Caroline Marques, a music fanatic and frequent concertgoer who realizes that the shared experience of seeing an artist live is increasingly important to Millennials. Bonding with other fans, building a closer connection to an artist, and being engaged in such social experiences is something Gen Y values, as they attend concerts and festivals more and more. In fact, 31% of Millennials plan to attend concerts and/or music festivals this summer according to a recent Ypulse poll among more than 2,700 14-30 year olds. Caroline explains below why festivals are so relevant to young people and how they’re changing…

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How Concerts & Music Festivals Are Becoming More Millennial

Ultra Music FestivalAsk a teenager when they bought their first CD and they probably won’t remember. But ask Millennials who was the last artist they saw live, and they’ll come up with a list of ten names. It’s summertime and young adults know what that means: time to save up to attend some concerts. Come September, festival-goers all around the world will have more than twenty names to add to their list of bands they’ve seen live. A lot of teens around the world will be spending a few hundred dollars on a festival and camping ticket in order to see their favorite band perform in front of an excited, sweaty, and passionate crowd.

Why are music festivals relevant today? The idea of concerts and live music certainly isn’t new, but I have a feeling that the idea of festivals is becoming more and more mainstream and important to teenagers, which is why I wanted to share my thoughts on this experience and compare it to last year’s.

I was lucky enough to attend Rock Werchter this past…


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Millennial News Feed

Quote of the Day: “It wouldn’t be Thanksgiving without some family drama.” –Male, 23, MA

The Butterball Turkey Talk-Line has found their anthem, and it’s a Millennial hit. The brand has famously helped home cooks with their turkey efforts for 30 years, allowing anyone to call to get their bird questions answered. This year, the Butterball Twitter account is filled with references to Drake’s “Hotline Bling” and its viral video. Sample parody lyrics: "'You always call me on my landline, from the kitchen when you need my help." #TalkLineBling #HotlineBling’” (Digiday)

Though Black Friday mania is still high, there is a burgeoning backlash to the day, and according to Ypulse’s holiday shopping survey, 68% of 13-33-year-olds support companies that close their retail locations that day. E-tailer Everlane did shut down their site for two Black Fridays in protest of the commerce chaos, but this year the site will instead donate all its Black Friday profits to its factory workers to create a wellness program that includes free groceries, English lessons, and health care. The brand hopes to raise $100,000 in their Black Friday Fund. (Racked)

Millennials are growing up, and for many that means they’re starting to host their own Thanksgiving dinners—and they aren’t necessarily following every tradition. A Yahoo Food survey found that 44% of 18-34-year-olds say they’ll be serving ham instead of the traditional turkey, 10% are adding a meatless entrée to their feast, and Millennials are twice as a likely not to serve cranberry sauce, but more likely to deep fry or smoke their turkeys. (Washington Post)

It’s a struggle for a brand that only gets attention once a year, and Stove Top is ready for a stuffing revolution to reverse their fate. The brand has introduced a new campaign starring an “Artisanal Hipster Pilgrim,” a Millennial character who is out to convince everyone to eat stuffing all the time with lines like “I’m sorry, I just thought you might like to enjoy delicious things all the time instead of one day a year. My mistake.” The effort includes four comedic online videos and a hipster pilgrim Instagram. (Adweek)

Since more are hosting their own turkey day gatherings, Millennials are also spending more on Thanksgiving, with an Allrecipe survey reporting that 42% plan to spend more this year than they did in 2014. Vice president of consumer and brand strategy at Allrecipes explains, “’(Millennials) are more likely to be buying more artisan, local-crafted products. They pride themselves on being tastemakers and trendsetters.’” Millennials are also more likely to have multiple Thanksgiving dinners to attend…perhaps including a Friendsgiving or two. (Time)

Quote of the Day: “It wouldn’t be Thanksgiving without my cousins' annoying kids running in front of the TV.” –Male, 30, MA

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