OBS Report: Economic Impact on the Live Music Industry 2025
Spain consolidates its position as one of the world's strongest live music markets
- With a turnover of more than 725 million euros and more than 5 million attendees in 2024, Spain has become a favorite destination for the big stars.
- Melendi was the most followed Spanish singer, attracting 500,000 people at his 41 concerts, followed by Estopa and Robe Iniesta.
- 2025 will be a year of consolidation and technological sophistication in the sector: digitization of ticketing, 100% cashless payments, immersive 360º experiences and the use of AI in production and set design.
May 2025. OBS Business School, an institution belonging to the higher education network Planeta Formación y Universidades, publishes the report “Economic Impact on the Live Music Industry”, directed by Albert Guivernau, professor and director of the Civismo Foundation.
With a turnover, for the first time, of more than 725 million euros (25.3% more than in 2023) and more than 5 million people attending concerts, festivals and music cycles last year, Spain consolidated its position as one of the 15 most powerful music markets in the world.
2024 was a record year for the live music industry in Spain.
Live music has become an industry that decentralizes wealth, with its economic impact is spread across the country: from the 185.4 million euros generated by Madrid in 2024, to the 42 million from Arenal Sound in Burriana and the 22 million of Viña Rock in Villarrobledo. The festivals generated thousands of jobs. Arenal Sound alone mobilized more than 4,700 direct and indirect workers, while Viña Rock generated 1,800 direct jobs. Additionally, international presence attracted numerous attendees. For example, Primavera Sound brought fans from 134 countries, and Sónar broke its all-time record with more than 154,000 people from 90 countries.
International artists like Bruce Springsteen, Karol G or Taylor Swift have chosen Spain as a strategic stop on their global tours, gathering hundreds of thousands of fans and solidifying Spain as a favorite destination for big stars.
National tours also broke records. Melendi exceeded 500,000 attendees in 41 concerts, followed by Estopa (376,805 in 25 shows) and Robe Iniesta (280,901 in 37 concerts).
Challenges in the sector
However, the growth of the sector is not without risks. Acoustic issues (as occurred at the Santiago Bernabeu stadium), cancellations and the saturation of the calendar also caused many disappointments among participants and music promoters. Other challenges in the sector include:
- Cost inflation.
- Saturation of dates.
- Pressure on urban and natural environments where events are held.
As the author states:
“The need for regulation tailored to the new scale of the industry will be one of the critical points that the industry will need to address.”
Live music and sustainability
In line with global trends towards greater sustainability, last year the Arenal Sound presented a strategic collaboration with Repsol as an energy partner. The alliance allowed to significantly reduce the carbon footprint of the festival, avoiding the emission of more than 83 tons of CO2 through the use of more than 30,000 liters of renewable fuel. This fuel powered the generators that provided energy to the three main stages, as well as various hospitality and rest areas.
This pioneering strategic sponsorship agreement has been extended to the six most prominent music promoters in the country (Advanced Music, Bring the Noise, Centris, elrow, The Music Republic and Sharemusic!). Moreover, the use of green hydrogen, the elimination of plastics, massive recycling and the implementation of renewable energies will already be a central part of the festivals' narrative in 2025.
Programming for 2025
This year anticipates another exceptional year. Mad Cool has confirmed an edition with more days and a more diverse lineup after logistical improvements in 2024, with headliners such as Dua Lipa, Queens of the Stone Age, Pearl Jam, and Rosalía.
In the Valencian Community, Arenal Sound will return to Burriana with a consolidated formula, a mostly national line-up and more than 300,000 expected attendees. Similar figures are also expected for Viña Rock, which maintains its loyal alternative audience, and for Primavera Sound, which this year will divide its program between Barcelona and Oporto with names such as SZA, LCD Soundsystem and Blur. Other festivals that have already generated expectations since the beginning of the year are Sonar, which will continue to integrate art, technology and music with new immersive experiences; and BBK Live, which recovers part of its international essence with proposals such as The National, Jungle and Fever Ray.
Large format tours
This year will be marked by large format tours. At the national level, Manu Carrasco, after the impact of his macro-concert in La Cartuja (65,000 attendees in a single night), has announced a limited tour of stadiums. Rozalén, who in 2024 was one of the artists with the most concerts in Spain (47), has confirmed an international tour that will pass through Latin America and several European capitals.
Internationally, tours by Coldplay, who will return to Barcelona and Madrid in August, and Karol G, who will add new dates after selling out in 2024, have already been confirmed. Luis Miguel is also expected to return to the Spanish stage in June, after selling out more than 200,000 people in 2024.
Content written by:
Carmen García-Trevijano
OBS Business School's Press Office
