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figures projected by Statista exclusively for their subscribers, they tell us about the value of the live events industry today.
Inside of the “Customer Attention From Event Engagement Report” the value of events as a marketing channel is noted.
Miley Cyrus and Taylor Swift have taken actions to understand the current events market, as we warn in this note.
Miley Cyrus visited Mexico and at the end of her participation in the Corona Capital, the singer retired with the stuffed animals from the doctor simi that they threw at him, changing to Mickey Mousethe brand for which he worked for years and which is represented by a mouse, by the good-natured doctor from Farmacias Similares, at least for a moment.
The participation of international artists who visit Mexico is part of the entertainment industry that has exploded in recent months, motivated by the post-pandemic period that we are experiencing and that has led to the celebration of various events in venues such as the Foro Sol, Palacio de Sports or the Arena of Mexico City.
Statista has a projection exclusively for subscribers to its platform, where it warns us that the estimated income of the events industry for this 2022 is 241 million dollars (in the United States this figure is 8.4 billion dollars).
Based on the estimates that this platform makes for the industry, the revenue in this industry will register an annual growth rate (CAGR 2022-2027) of 11.28 percent, resulting in a market volume that will reach 412 million 700 thousand dollars by 2027.
The music events industry is such that it is estimated that the number of attendees will reach 8 million 400 thousand users by 2027, with an average income per user that will amount to 37 dollars.
Goodbye Mickey Mouse, hello Doctor Simi
Mickey Mouse and the doctor simi They have something in common and that is that they are the mascots of two very representative brands in the United States and Mexico, respectively. In the case of Mickey Mouse, it is the character of Disneycompany you worked for Miley Cyrus and to which he owes his international popularity with series like Hannah Montana. Doctor Simi is the character from Farmacias Similares who has become a mandatory attendee at live events, where attendees throw the famous stuffed animal as a way to welcome artists to the country.
Cyrus withdrew from the Corona Capital stage, which she attended this Sunday, November 20, at night in Mexico City, with the Doctor Simi stuffed animals that were thrown at her.
The meeting has become an important reminder of the progress that the events industry market has had, with very special characteristics that from marketing can be identified as ambush marketingdue to the number of Doctor Simi stuffed animals that are activated in something similar to a campaign that takes advantage of the concentration of people at events, which have established unfortunate constants, on the one hand criticism that grows against Ticketmaster, for the management it does with the ticketing for events, even leading to criticism from artists such as Taylor Swift, who lamented that in the pre-sale of tickets for her tour the experience became chaotic, ending with the tickets in the famous pre-sales that she organizes for select groups, which ended with the digital inputs.
“We asked them, multiple times, if they could handle this type of demand and they assured us that they could (…) It is really amazing that 2 million 400 thousand people got tickets, but it really angers me that many of them feel that they had to go through various attacks of bears to achieve it, ”he explained in his tweet.
The situation leads us to review Dear of “Customer Attention From Event Engagement Report”where it is noted that 42 percent of those interviewed recognized that events are a very important scenario as channels of marketing to activate campaigns.
It is important to see how artists react to situations such as a campaign similar to the ambush marketing such as the launch of doctors Simi on stage, but also poor ticket management like the one they denounce against ticket master.