Brands can solve 'hard knock life' for Gen Z music fans

Brand owners have a major opportunity to woo young people by supporting the future of live music experiences, amid claims that many youngsters are going to extreme lengths to go to gigs while others are seeing their mental health suffer.

So says “The Cost of Fandom” report from Run Deep, the sports and entertainment strategy and creative agency within Mother Family, which quizzed fans aged 18-34 across the UK, to uncover the hidden motivations and benefits behind attending these experiences.

The report reveals that many Gen Zs are forced to opt out of live music altogether, with 40% saying they’ve been priced out of live music entirely.

Meanwhile, 42% of 18- to 24-year-olds regularly cut back on food or bills just to cover the cost of live music events and 30% still go to gigs knowing it will strain their finances, underlining the emotional importance of being part of these moments.

Even more worrying, so-called “music inaccessibility” is fuelling a mental health crisis with 49% of 18– to 24-year-olds saying gigs are essential to social connection and inaccessibility is impacting their mental health.

This research insists this is where brands could step, revealing a number of solutions that would allow them to support the future of live music experiences for young people, including providing financial relief, supporting regional events and backing grassroots artists.

Run Deep is urging 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.

Limitless Live founder Tolu Farinto 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.”

Run Deep co-chief executive Jodie Fullagar 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.”