A Small Marketing Insight from a Very Big Gig

I’m not usually a fan of arena gigs. The eye-watering ticket prices, the slog of getting in and out, the crowds - so many people - and the inevitable band-in-the-distance experience while the people behind you chat through every song. So. Much. Talking.

But on Friday I saw Radiohead at the O2. Twenty thousand people, absolutely not my natural habitat, yet they were outstanding. Easily a Top 10 gig, maybe even Top 5.

What struck me is how musicians at this scale have absolutely nailed the experience. Post-Covid, people crave moments that feel communal, emotional, memorable.

Arena tours have immersive audio, cinematic visuals, a shared emotional arc. They don’t just play music; they build a feeling. It’s also why, even in B2B, events like Dreamforce and Adobe MAX still pull huge crowds: they’re more than events; they’re rituals.

The bar for experience continues to go up.

The Independent summarised Radiohead perfectly: their “music about alienation makes feeling alienated feel less alienating.” Even the difficult material becomes connective when the environment is right.

Anyway, tonight I’m off to see one man and a synthesiser in a small arts club (capacity 300). Back to my comfort zone, but with a new appreciation for the big-stage craft.