Aware of hidden agendas, people no longer believe in the possibility of absolute truth or complete transparency from institutions, public figures, and individuals. Yet they are still drawn to honesty, integrity, and – at times – even vulnerability, which they expect from peers and brands alike.

Spotify now allows listeners to purchase tickets for gigs directly through the streaming platform, creating a seamless link between listening to an artist and seeing them live. As people return to live music, there's an opportunity to make that jump as convenient as possible.

From cancelled gigs to delayed album releases, the pandemic has been devastating for musicians. Bandcamp, an online discovery storefront, led the way with an ‘artist-first’, multi-channel approach to music consumption – emerging as a solution to grievances within the industry.

From rising overheads to inflated ticket pricing, gig tickets are becoming more and more expensive. With the cost of living crisis also necessitating budget squeezes, many fans are being priced out of the scene. What role can brands and businesses play in affordably connecting people with music?

Britons are engaging with music subcultures in new, personalised ways inspired by fluid digital identities. After exploring this behaviour in our Media and Entertainment Sector Snapshot, Canvas8 spoke to eight people across the UK about how their relationships with music subcultures are changing.