International Music Festivals Booming in Popularity, Secondary Ticket Sales

With music festivals continuing to dominate the global market each year, many of the world’s biggest have seen much of their secondary ticket market sales from international buyers in recent years. Portugal’s Rock in Rio Festival in Lisbon was the leading concert among international ticket buyers in 2014 while the eastern neighbor Rock in Rio Madrid Festival followed closely behind in 2012. Tomorrowland Brazil also saw a healthy number of tickets sold internationally for its inaugural three-day tenure taking place this upcoming May.

According to international ticket reseller Ticketbis, Rock in Rio Portugal saw 64.48% of its ticket sales from international buyers. The majority of those sales came from Spain, which made up 51.63% of international sales. Fans in Brazil followed distantly, comprising 3.47% of international sales while France and Italy each tallied just under 2%. Much like the majority of music festivals around the world, the favored demographic at Rock in Rio Portugal were females in the 25-34 age bracket.

Trailing behind Rock in Rio Portugal in international sales was 2012's Rock in Rio Madrid, which saw 45.64% of its total sales from international buyers. The majority of the festival’s international sales came from the United Kingdom, which made up 32% of those sales. Italy trailed the U.K. considerably and accounted for 8.74% of international sales. Brazil and Portugal also contributed to those sales slightly, with Brazilian fans consisting of nearly 3% of international sales and Portuguese fans making up nearly 2%. The predominant demographic was, like Rock in Rio Portugal, females aged 25-34.

Following both Rock in Rio Festivals in Portugal and Madrid in international sales was Tomorrowland Brazil in 2014, owing 32.53% of its total ticket sales to buyers in foreign countries. Much of those sales came from Argentina, who accounted for 27.71% of internationally-bought tickets. The U.S., Mexico and Chile also owned slight percentages, making up nearly 5% of international sales. Unlike Rock in Rio in Portugal and Madrid, however, the favored demographic were males aged 18-24.

With secondary market tickets to music festivals across the world attributing much of their marketing success to foreign fans, their all-star lineups of A-list performers have also elicited a worldwide demand for tickets. In 2014, Rock in Rio Portugal welcomed headlining acts from Linkin Park, Justin Timberlake, The Rolling Stones, Arcade Fire and Jessie J. Rock in Rio Madrid was last held in 2012, where the Red Hot Chili Peppers, David Guetta, Calvin Harris and Lenny Kravitz all headlined. Tomorrowland Brazil will see Skrillex, Tiesto, Bassnectar, Hardwell and a plethora of other EDM acts perform when it takes place in 2015.

Global festivals have seen ticket demand increase with each passing year and it’s likely that international sales will continue to rise. With more and more festivals being created that span dozens of countries and music genres, there’s never been a better time to see some of the world’s biggest acts take the stage across the globe.

Show Comments ()
Related Articles