Taylor Swift’s Eras tour, a monumental 18-month journey that cost approximately $2 billion, has emerged as a defining moment in live music history. With a staggering attendance of 72,989 people at various events, the tour has captivated audiences with its choreographed performances and grand spectacle. Yet this phenomenon speaks to a larger trend that increasingly has people valuing concerts over intimacy.
In pre-pandemic years, attending concerts became an experience economy bonanza and a cultural flex. Over the past few months, millions of people have come to view it as a vital component of their social lives. Fans will travel across states and countries just to catch a glimpse of their favorite artists share the stage. Their adventures reveal a profound yearning to tap into a purpose greater than themselves. A recent PR survey commissioned by a gig promoter revealed that a significant majority of respondents favored attending concerts over other activities.
Among the permitted scenario options, the survey uncovered one particularly startling preference among respondents. In fact, an astounding 70% would choose to watch their favorite artist perform over having sex, with just 30% choosing sex instead. This dramatic preference is a hopeful sign of changing social norms and behaviors.
The production value and event grandeur made it so that for many, this extravaganza became more of a spectacle than a musical experience. As shows are blown up to massive proportions, with clockwork-marched stage anchors and city lights-like production setups, the music takes a backseat. In the long run, this shift too brings into question the nature of live experiences and what fans are really looking for from these types of experiences.
According to recent data crunched by Live Nation, stadium attendance is up three-fold year-over-year. On top of that, festivals are selling out quicker than ever. Such statistics highlight the increasing demand for live music experiences that have evolved into sought-after social events. Yet, audiences rush to these concerts debating furiously for prime seats, the most prized tickets. It’s a wonderful, inspiring environment, similar to an amazing sporting event!
The erosion of the boundaries around intimacy makes this cultural shift even more complex. In a 2020 YouGov survey, only 24% of British adults said they’d had sex in the past week on average. By comparison, slightly less than a third of respondents said that they were not having sex. In the U.S., 26% of people ages 18 to 64 said they had not had sex at all in the previous year. This is a huge increase from just 20% in 2010. Experts say this decrease in sexual activity, especially among younger people, isn’t just a coincidence, but is the result of a number of societal changes.
“It’s not as simple as a straightforward choice between one or the other.” – The Guardian article
As concert culture continues to flourish, it becomes evident that attending these events is not merely about enjoying music but about participating in a communal experience. And social media supercharges this whole dynamic. Fans are the best publicity, as they go online and post their concert experience after the show, creating buzz about live performances.
The strong emotional ties that fans feel towards their favorite artists make this trend even more impactful. As artists and organizers have found, many attendees feel a sense of belonging and identity when taking part in these large-scale, temporary gatherings. The shared experience generates impactful and unforgettable memories, while helping to build friendships between passionate strangers.
Amid this emphasis on spectacle, we must consider the future of live music and relationships in person. No one wants to be the person who is going to every concert in town, but missing out on stronger relationships at home. After all, concert-going can be something of a bloodsport. This continuous competition can alienate and demoralize those unable or unwilling to move with the times or keep up with the newest trends.