SIX in 10 Gen Zers reckon music gigs are overpriced – but are making financial sacrifices so they don’t miss out.
A study of 2,000 adults found 46 per cent of 21- to 24-year-olds believe concerts are out of reach for most people.
3
3
Gen Zers are nonetheless determined to make it work, with 67 per cent having been to at least one gig in the past year – and spending an average of £117 on their priciest ticket.
To cover the cost, nearly one in five young adults (18 per cent) cut back on essentials, while 26 per cent scrapped a subscription – and 15 per cent admitted to spending more on a live music event than on their monthly bills.
The study was commissioned by Greene King, which staged the ‘biggest pub gig ever’ – with Sam Ryder giving a surprise performance at the iconic pub The Anchor on London’s South Bank.
As one of 800 acts in Greene King Untapped – a competition to find the next big music talent – Sam performed a 35-minute set, free for fans to watch.
The BRIT-nominated Eurovision star, who has also been appointed the pub chain’s Head of Gigs, said: “Playing in pubs and smaller venues was where it all started for me, with intimate venues, borrowed PA systems, and a handful of pub-goers who might become fans.
“Grassroots music is at the heartbeat of the scene and those early gigs shaped who I am as an artist.
“These spaces allow live music to be an experience available to everyone, that’s why they’re so important, and I’m stoked to be a part of the team helping to keep that alive.”
The study also found that 40 per cent of adults have skipped live music because of high ticket prices – missing an average of three events in the past year.
Half of those surveyed said they’ve wanted to attend a music event but couldn’t because tickets sold out too quickly.
The study also found that 53 per cent believe live music ticket prices are unfair, with 67 per cent saying prices have become unreasonable in recent years.
Meanwhile, 61 per cent claimed they would go to more gigs if tickets cost less.
The research also revealed that 41 per cent feel most alive when attending a gig, while 63 per cent admit the energy of a live performance doesn’t translate the same way digitally.
And 38 per cent have suffered FOMO (a Gen Z term meaning Fear of Missing Out) after seeing concerts on social media they couldn’t attend.
Zoe Bowley, managing director at Greene King Pubs, said: “Pubs have long been the heartland of grassroots music, a place where emerging talent takes root, stars are born, and communities come together.
“It’s where British people do what they do best: connect, celebrate, and create lasting memories.”
In other news, The Sun recently revealed Oasis are getting big-money offers for more shows almost daily.
Insiders told Bizarre editor Ellie Henman last month the brothers are flooded with bids from across the globe.
This comes after their epic 41-show reunion tour sold out in minutes on 31 August.
3
