Young Fans Are Running up Debts for Live Music
From the return of Oasis to Beyoncé’s multi-date run in Tottenham, this summer has seen spectacular live music events entertain the nation. But attending these events come at a detrimental cost, that stretches beyond merely the financial.
A new multi-chapter report from Run Deep, the sports and entertainment strategy and creative agency within Mother Family, unveils how soaring prices are causing young fans to go to extreme lengths to ensure they don’t miss out on live music.
'The Cost of Fandom' surveyed young fans aged 18-34 across the UK, to uncover the hidden motivations and benefits behind attending these experiences and revealing how this audience are taking on debt and cutting back on essentials like food and rent to enable participation.
Key findings include:
- Many gen z's are forced to opt out of live music altogether - 40% of young people say they’ve been priced out of live music entirely.
- Gen z's are forgoing basic necessities just to afford a ticket - 42% of 18–24-year-olds regularly cut back on food or bills just to cover the cost of live music events.
- Young people are happy to take on debt to attend major gigs - 30% still go to gigs knowing it will strain their finances, underlining the emotional importance of being part of these moments.
- Music inaccessibility is fuelling a mental health crisis amongst gen z's - 49% of 18–24-year-olds say gigs are essential to social connection and inaccessibility is impacting their mental health.
This research reveals an opportunity for brands to step in; providing financial relief, supporting regional events and backing grassroots artists - are three solutions identified in the report which allow brands to support the future of live music experiences for young people.
Run Deep is calling on brands to take bold measures to disrupt the traditional sponsorship model and suggests a new brand-funded music event model, adopted by the UK’s largest free music event Limitless Live, as a blueprint for success.
Tolu Farinto, founder at Limitless Live commented, “Live music has long been a lifeline for young people, not just entertainment, but a source of community, identity, and emotional release. As the cost of access rises, we’re seeing real consequences for mental health. Young fans are calling for brands to show up, break down barriers, and invest in the cultural spaces that shape a generation.”
Jodie Fullagar, co-CEO at Run Deep added, “There’s a clear opportunity here for brands to go beyond passive sponsorship and play an active role in protecting live music culture. Just as brands have helped level the playing field in grassroots sport, they must now step up to help safeguard music as a vital space for connection, creativity, and mental wellbeing.”
Download the full report here.
