Despite facing financial uncertainty, the current generation is spending more than ever on concert tickets, often at the cost of savings. Some even opt to go into debt rather than miss their favourite artists’ live performances.
According to Michael Omondi, Director of The Butterfly Effect, an events organising company in Nairobi, reports from early 2025 show Gen Z attendance at events has risen from 15–20 per cent in past years to nearly 40 per cent, especially for international headliners or viral Tiktok hits.
Young Kenyans such as Rael Atieno, Eve Wairimu, Brian Ochieng Omondi and Enock Mosoti always prioritise the overall 'experience' of concerts.
Photo credit: Francis Nderitu, WIlfred Nyangaresi, File, Pool | Nation
"We Outside (a three-day East African tour series featuring top artists from the region), and shows by artists like Uncle Waffles held in November last year, drew thousands of attendees aged below 30. They are attracted by culturally resonant experiences.
Similarly, My Tribe Is Your Tribe reports that up to 25 per cent of their audience now falls within the 20–28 age bracket, and that event prices have risen nearly tenfold in a decade, yet young people still show up in droves. Their strong peer influence, love for cultural diversity, and social media-driven FOMO (fear of missing out) fuel their willingness to invest in concerts. This generation views them not just as events, but as vital social and emotional experiences.
Brian Ocheing Omondi, 21, is a third-year student at Zetech University pursuing a Bachelor’s degree in political science and technology.
Photo credit: Francis Nderitu
Brian Ocheing Omondi, 21 y
I enjoy attending concerts. I’ve been to a good number of them, both for fun and work. There is something about live music that just hits differently. The most I’ve ever spent on a concert experience was Sh40,000. That bought me two VIP tickets that cost Sh12,000, and food and drinks. The experience was worth it. The first concert I ever attended was the Luo Festival in 2018.
I greatly enjoy the build-up to a concert. Putting up social media posts to get people excited, announcing the lineup in small daily hints…that hype is usually exhilarating.
My most memorable concert experience was the Afronation in Portugal back in 2023. Through my job, I had the opportunity to travel to Praia Da Rocha beach in Portimão, Portugal, together with my workmates.
I once went to a concert alone because I just couldn’t miss it. That event had a surprise guest that nobody expected, and the atmosphere was electric. I'm so happy I didn't miss it.
For me, what makes a concert worth paying for is the experience. It's not always about the artist. It is more about the ambiance, the setup, the people you meet, and the memories you create. I've attended a number of VIP events and meet-and-greet sessions, some of them were great, but others weren't. Sometimes the artist doesn’t show up after promising a meet and greet, which is disappointing. It really depends on how well the event is put together.
To afford the tickets, I save in advance and at times participate in organising, which earns me free entry. I often buy advance tickets to ensure that I am not left out.
Live music means a lot to my generation. We're constantly on the move, constantly working, so events are a chance to bond, relax, and be with other human beings. There are those who turn concerts into once-in-a-lifetime experiences, but I believe they should be regular because every concert leaves you with different memories.
I've had FOMO before. If I see people posting concert pictures online and I missed it, it doesn't feel great. But I also know not to take it too seriously. If I can't afford a ticket, I just purpose to attend the next event.
I share pictures and videos of concerts on Instagram or Tiktok. Not to show off but to share the vibe and maybe inspire someone else to attend next time. My attachment to certain artists also plays a role in how much I'm willing to pay. Like Anne-Marie and Davido, if they're in town to perform, I'm definitely going.
But even when I love the artist, I won't attend if the event itself does not seem well organised. The experience matters more than the name on the poster. The last concert I paid to attend was the Gen Z Festival, whose ticket cost Sh1,000.
Eve Wairimu, 26, is an entrepreneur and content creator who runs her own bakery business.
Photo credit: Pool
Eve Wairimu, 26
Before any concert, I will look up the artists on Spotify and listen to their songs on repeat. Some event organisers even share specially made playlists, and that amplifies the excitement. I also plan out my outfits in advance and confirm that I have saved enough money to have fun.
Concerts are all about the experience and the music. There is no better feeling than being at a live event surrounded by others who love the same music, singing along together. It is totally different from listening to the same music at home.
I’ve gone to a concert alone once before. One of my friends couldn't go and had given me their ticket. I ended up really enjoying myself even though I didn’t know much about the performer. The crowd was so energetic.
I try to go to four concerts a year, and I've been doing this since 2017. What makes me pay for tickets is mostly the performer. If it is someone I adore, I'll go. But I also look at the event organisers. Some of them don't give good ratings, so I'm always careful.
For now, the only artist I'm looking forward to watch live is Asake. If he ever performs in Kenya, I don't mind how pricey the ticket is, I'll be first in line.
I'd choose a concert over a night out in the club. But I won't break the bank over a concert. I normally save or buy advance tickets which are cheaper. I don't have a special concert fund in my budget, but I set aside Sh3,000 every month for entertainment. If I don't use it within that month, I carry it forward.
The cheapest concert I've ever attended was only Sh500 and I've even attended a few of them for free. VIP tickets in my view are overrated in Kenya. I’m okay with regular tickets. I don't see why one would pay Sh10,000 just to sit and watch passively.
I love live music. Compared to clubbing, concerts are more immersive, trendy, and memorable. I think everyone should try it.
FOMO no longer affects me. If I can't attend or get a ticket, I just appreciate the Instagram posts and move on. There is always another concert. But as a creator, I really love sharing the concert experience. It's what I do, but also a way of spreading joy to others.
Rael Atieno, 24, is a third-year student at Daystar University, pursuing a Bachelor’s degree in Business Administration.
Photo credit: Wilfred Nyangaresi
Rael Atieno, 24
The most I have ever spent on a concert ticket is Sh6,000. It wasn't cheap, but it was worth every penny. The acts, the performers, the crowd, everything just came together to create a vibe I will never forget. I do not pay that kind of money easily, but for the right concert, I am down.
Before any concert, I am always super excited. It is not just about the music; it is about the full experience. I am hyped to see how it will go down, who I’ll meet, and what kind of memories I’ll make. For me, the music and the experience go hand in hand.
I usually attend concerts with my friends. I have attended more than 10 concerts, so I have had my fair share of experience. One of the best was Raha Festival in 2024. Victony from Nigeria and Shenseea from Jamaica were performing, and I had the time of my life. My first ever concert was the Koroga festival in 2019.
The cheapest ticket I ever bought cost Sh600, and that was a group ticket discount. We were approximately 10 people. I do not prioritise concerts over other needs, but whenever I can, I attend them.
I try to save, but there are also times I buy a ticket spontaneously, especially when the concert date is near and I really want to go. I am still not financially independent, so my attendance depends on many things.
I prefer regular tickets because that is where the party is! In the VIP section, you sit and chill, but in regular, you can jump, dance, and lose yourself in the moment.
Live music for me is more than a party, it involves learning, meeting others, and viewing culture at close range.
If I cannot afford to attend, I don't worry about it too much. But if it's a major artist, I'll be a little disappointed. But I don't let it get me down for too long.
Concerts are a great opportunity to bond with friends. We make memories, laugh, dance, and sometimes make new friends, not forgetting the social media effect. When you see everyone going nuts about the show on Instagram or Tiktok, you just want to be in on it. And yeah, I post my own stories too. People must to know I was there, in person.
I only buy tickets from official sources. I've been cheated once after purchasing from a reseller, and I learned my lesson. I ended up with a fake ticket. Never again.
If tickets get more expensive, I'll only go if I feel that the experience is worth the money. It really depends on the artist and the genre of music. And if I've previously had a bad experience with an event organiser, I won't waste my money, even if it's an artist that I love.
Kenya has come a long way, but I think we can do better. We should have tighter security, better organised events, and fairer ticket prices. If event organisers focus on safety and quality, more people will go.
Enock Mosoti, 22, is an online retailer selling clothes and shoe outfits.
Photo credit: Wilfred Nyangaresi
Enock Mosoti, 22
For me, going to a concert is all about the experience and this has been the case since my first concert in 2022, the Oktoberfest. The music sets the tone, but the vibe, the people, the interactions, that’s what makes it special. I’ve made new friends, connected with customers for my clothing, and even picked up gigs for my photography and videography business. It is a space where business and fun mix easily.
I occasionally go out with friends, but I have also attended concerts alone and had fun. I always bump into people I know.
When deciding whether or not to attend a concert, I look at one thing – the lineup. Who is playing? Are they foreign or local acts? Is the artist themselves worth watching live? That's my value measure.
I mostly save up for tickets, but if the mood is right and my friends are attending, sometimes I just buy tickets on impulse. If I don't have money, however, I just view videos on Instagram.
I’ve never bought VIP ticket, but I’ve ended up in the VIP section more than once. For me, Regular is where the fun is. The people are social, the energy is wild, and everyone has a good time. VIP can feel a bit too serious, too polished. Not my vibe.
I have bought resale tickets before, and sometimes it's not safe. I once bought a ticket from an individual off Instagram when the official ones were sold out. She was selling at a markup, but I negotiated and gave her Sh1,500. Luckily, it wasn’t fake, but I do not always recommend that.
Social media definitely plays a role when deciding whether to attend a concert. If social media is abuzz about the event, then I am definitely going. And I also take pictures and share the experience online. Sharing concert content gives me engagement numbers and this becomes an avenue to promote my business to my followers.
I go to concerts almost monthly. If the ticket prices keep rising, I’ll still attend but the ticket price and the reputation of the organisers really matter. If an event is poorly organised or has security issues (like people sneaking in while others paid), that’s very disappointing.
