"As digital culture becomes more synthetic, multicultural consumers will increasingly treat live events as proof of authenticity, identity and community."
Courtney Rominiyi, Lead Analyst, Black Consumer Insights
Music concerts and festivals are evolving beyond entertainment into immersive cultural events shaped by identity, social participation, financial realities and digital behavior. Younger and multicultural audiences increasingly discover events through fast-moving social culture while older consumers rely more on trusted, intentional discovery paths. Festivals especially function as socially expressive spaces tied to beauty, wellness, creator culture and visibility, creating opportunities for brands to build experiences beyond the performance itself.
At the same time, rising ticket prices, payment flexibility and logistics are reshaping how consumers evaluate attendance. Consumers increasingly treat live entertainment as a financial decision, with payment tools, timing strategies and convenience directly influencing participation. Regional and demographic differences further shape expectations around planning, social engagement and spending behavior.
As AI-generated music content becomes more prevalent, live events may become even more valuable as spaces for authenticity, emotional connection and human experience, especially among multicultural consumers seeking representation, community and cultural relevance.
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We have such a great working relationship with Mintel on lots of different levels. As an insight partner, they have helped us to develop our business planning in specific categories as well as supporting our creative process but they’ve also been super helpful with facilitating our events in their inspirational offices near St Paul’s.
They’re an innovative company, with a client-focused team that always delivers.
Mintel helps us when we want to know something quickly – it provides fast answers to our questions. If we need to get a view of what’s going on in a particular market it’s very useful.
When carrying out background research, I find Mintel an excellent starting point.
The fact that it covers so many markets is a big plus for me– instead of having to buy specialist products in each area we are interested in, especially when we only require a brief view on a particular market, we can go to Mintel for help as a one-stop shop. I find Mintel a useful and valuable resource.
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.
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So overall, it’s the level of detail and the quality of forecasting that really stand out for me.
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