Aussies ‘hungry’ for live music despite cost of living

New data has revealed millions of Australians would “chuck a sickie” for a concert as Taylor Swift touches down in Australia.

As many as four million Australian say they would “chuck a sickie” to attend a music festival according to new data, as pop superstar Taylor Swift touches down in Melbourne.

The report, by money lender Afterpay, found more than a quarter of people would call in sick for a music event, with that number rising to 41 per cent among millennials.

Critically, the report found about a third of people were willing to forgo takeaway coffee, and gym memberships and even a new car to be able to afford live music events.

Afterpay country manager for the ANZ region, Katrina Konstas, said it was clear “Aussies have an ever-increasing hunger to get out to dance, sing, and laugh”.

About 620,000 tickets have been sold for the Taylor Swift concerts. Picture: Valerie Macon/AFP

“It’s encouraging to see that we’re still prioritising entertainment and enjoyment, with some increasing their spending on these types of social and cultural events,” she said.

“This resilient spirit reflects the enduring importance of fostering joy and connection, and highlights the profound role live events play in uplifting our collective spirits.”

According to the data, almost half of Australians have already booked annual leave in order to attend a music gig or festival this year, with average spending going up.

Fans flocked to the Melbourne Jet Base to catch a glimpse of Taylor Swift as she arrived in Melbourne by private plane. Picture: NCA NewsWire / Jake Nowakowski

The Afterpay report found Australians are willing to spend about $330 in 2024 on live music, up 14 per cent from 2024, and were keen to see at least two events.

About two thirds of Australians also reported willingness to travel interstate for live music, with the festival scene continuing to be dominated by Gen Z, about 66 per cent.

It comes as Sydney and Melbourne brace for the forthcoming Taylor Swift concerts, with about 620,000 tickets reportedly sold for the gigs sold-out shows.

The City of Melbourne reportedly expects the event will bring in more than $1 billion to the city’s economy, while Destination NSW expects at least about $133 million.