People are redefining status for themselves using a broad range of factors beyond solely economic ones. This new iteration of status is often based around increasingly niche and local signifiers, and status is becoming a mode of belonging and connection with like-minded people.

While people are craving memorable and immersive experiences, there's no longer a singular definition of what this might look like. Some are embracing maximalist hedonism through clubbing and extreme tourism, while others are tapping into more gentle, inward-looking, and contemplative experiences.

The demand for live entertainment has hit an all-time high, sparking a rise in the ticket resale industry, a largely unregulated sector. As incidents of scalping and scamming grow on the secondary market, how are concertgoers navigating the journey to seeing their favourite artists onstage?

People are travelling differently post-pandemic – seeking out events and experiences – and the live music tourist is one type of traveller we’re beginning to see emerge. What is fuelling fans’ desire to cross states and continents to see their favourite music acts and how can brands get involved?

Taylor Swift fans have caused a surge in sales of American football player Travis Kelce jerseys after she was photographed attending a game. It serves as an example of how fans create in-references and subcultures among themselves and how brands can tap into cross-fandoms.

Rumors of pop sensation Taylor Swift’s romance with Kansas City Chiefs tight end Travis Kelce have resulted in a surge of female viewership for NFL games. Fandom has evolved into a powerful cultural force, driving the attention of superfans to events that are even only tangentially related.