Musicians are more important than prices: Russians choose emotions at concerts

A new survey conducted by Sound together with Afisha and Rambler & Co showed that for the majority of Russians (31%) the most important thing is to see your favorite artist live and get vivid emotions at the concert, rather than the date, venue or ticket price. At the same time, about 24% appreciated the atmosphere of the event and its energy, 11% - an interesting composition of performers, and another 13% - an entertainment program. Concert location was the least significant factor, with just 4% of respondents.

However, the price remains the main barrier to buying tickets: 38% of respondents refuse because of the high cost, 26% - because of an inconvenient date and time, and 25% - because of the remote location of the site.

Russians are actively preparing for musical events: 42% do not prepare in advance, and 19% plan their itinerary, 16% are looking for a company, and 8% are exploring the location. Preferences in genres: festivals with different musical directions (25%), followed by pop music (21%), rock (15%), jazz (12%), classical music (9%), hip-hop (7%), electronic music (6%) and indie (5%) are the most interesting.

Concerts are usually learned from the media (25%) and advertising (25%), as well as through specialized sites and applications (20%), social networks (17%) and recommendations of acquaintances (13%). More than half (47%) prefer to buy tickets through the websites and applications of ticket operators, such as Afisha.ru. A study conducted in July 2025 among 104,704 Internet users emphasizes that for Russians, musical events are primarily an opportunity to get unforgettable emotions and impressions.