?? Vol 235: IRL is Trending

The MAX team just got back from the ANA Multicultural Conference and one theme seemed to really resonate with all of the brand marketers and agencies who were there: the rising importance of in-real-life (IRL) experiences. Top brands are zeroing in on live events, recognizing the opportunities they offer for authentic engagement.

Why it Matters

Just a few years ago, the future of live events was uncertain. A global pandemic had forced a two-year pause, during which people developed new habits (while dealing with historic inflation and soaring prices). The music industry in particular grappled with skyrocketing touring costs and changing fan/consumer behavior.

Despite these challenges, one constant remained: people’s innate craving for connection.

Music, the universal language and ultimate signal of culture and community, has proven to be resilient. It unifies people and fosters a profound sense of belonging. In an era where digital interactions sometimes lack authenticity, IRL experiences satisfy our yearning for genuine human connection.

And there are stats to back all of this up—Live Nation reported 144 million global ticket sales through October—a 3% increase from the previous year, with fan attendance nearing 112 million. These are record-breaking numbers—despite a 10% hike in average concert ticket prices. This isn’t just a rebound: it’s robust growth showing that live music is more relevant than ever.

So What's Next?

Brands are eager to tap into this renewed enthusiasm. The challenge lies in integrating authentically into these experiences. It’s not enough to just show up; brands need to enrich the atmosphere and (most importantly) avoid feeling out of touch or (worse) intrusive. They need to engage audiences with value-added initiatives like exclusive content, interactive installations, or unique on-site experiences.

Authenticity is crucial. Today’s consumers are quick to detect insincerity. Brands need to align with the values and culture of artists (and their audiences) and make sure that their involvement feels like a natural extension of the event. Brands should look for ways to collaborate with artists by creating premium offerings that elevate the fan experience and deepen brand connections (and with VIP ticket revenue at major festivals increasing by more than 20%, there’s a clear demand for enhanced experiences).

The Bottom Line

Live music is a potent platform (with legit ROI) for brands to invest in IRL experiences. The combination of cultural significance, communal experience, and human desire for connection give brands a unique opportunity to nurture real connections with fans.

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