A new trend is reshaping the live music and events landscape: more people are going solo. According to Ticketmaster, the number of attendees who go to gigs, festivals, or clubs alone has more than tripled since 2019 — from just 8% to 29% in 2025.
While it may seem counterintuitive in a social media era, this shift reveals changing values in how people consume entertainment and share stories.
Freedom is a major driver. Fans no longer feel tied to friends’ tastes or schedules. Going alone means they can see the artists they love, explore new acts on their own time, and fully immerse themselves in the experience.
It also reflects a growing comfort with solo activities in public spaces — especially among younger audiences used to documenting experiences individually on platforms like TikTok or Instagram.
For content creators, this opens up a new lane of storytelling. Whether it's a vlog of a solo festival journey, audio clips capturing ambient moments, or first-person narratives from the front row, the “solo attendee” perspective offers authenticity and intimacy.
Creators can tap into this by producing content geared toward first-time solo-goers — guides, gear recs, or behind-the-scenes stories.
Event producers and marketers should take note too. Designing more flexible, solo-friendly spaces — with secure lockers, quiet zones, or single-person lounges — could enhance comfort and encourage return visits.
Brands could even target campaigns or activations specifically at solo attendees, offering meetups or solo-friendly perks.
This isn’t just a cultural shift. It’s a chance to reshape how live music is experienced, documented, and shared. And for creators, it’s a reminder that sometimes the best stories come from standing alone — with the crowd behind you.
