Wednesday October 1st 2025
Proposed new Edinburgh Park Arena
Written by Midlothian View Reporter, Liam Eunson
A new music study by AEG backs the highly anticipated Edinburgh Park Arena which is due to start construction in nearly 2026.
As a nation of live entertainment fanatics, nearly half (39%) of Scottish live music fans prioritise spending on live entertainment, even during times of economic uncertainty. Consumers are unwilling to forgo opportunities to feel positive emotions, like joy and excitement, and make lasting memories.
According to The Live Effect – a new report from AEG, the world leader in live sport and entertainment, which investigates the power of live music for consumers and brands – only 23% would cut live entertainment if they needed to reduce their spending due to financial pressures. Consumers are more likely to cut spending on luxury grocery items (43%), international holidays (30%) and dining out (29%) to hold onto live experiences.
Strategy experts from AEG’s Global Partnerships division put the inclination to prioritise live events down to the impact of positive emotions. When attending events, Scottish fans feel excitement (71%), joy (65%) and even euphoria (36%), with around one in five (21%) agreeing that the positive emotions become lasting memories.
For many, live events also provide a sense of community. More than half (55%) have felt like they were ‘home’ among people who understand them at a live music event, while two in five (41%) admitting they feel more understood by fellow fans than by some people in my everyday life.
The sense of belonging experienced at live events has given rise to a new generation of ‘superfans’. From bald caps to ‘brat green’, more than a third (34%) of Gen Z fans have dressed in a way that identifies them as part of a fan community. Others go to extremes to connect with their favourite artists, from making a homemade sign (19%) to queueing overnight (13%), with one in 10 (9%) fans even going so far as to get a tattoo related to an artist or their music.
Positive emotions and cherished memories ensure that live music remains a high priority despite economic instability and high inflation, but they also create a halo effect for brands who can elevate experiences. Nearly two in five (37%) of Scottish fans have made a purchase decision based on a brand’s association with a live entertainment event, increasing among traditionally hard-to-reach Gen Z and Millennials consumers (61% and 49% respectively).
Heightened emotions at live music events also impact attention. The Live Effect reveals that fans’ attention at live music events (rated an average of 7.98 on a scale of 1-10) is greater than when talking with family and friends (7.56), watching a movie in a theatre (7.55) or browsing social media (5.53), allowing partner brands to land messages more effectively and build deeper connections.
Seven in ten (70%) say they have felt ‘at home’ among people who understand them at a live music event, while 63% report making an immediate connection with strangers. Remarkably, half (53%) even feel more understood by fellow fans than by people in their everyday lives.
Paul Samuels, President, Global Partnerships at AEG International, said: “During periods of economic uncertainty, the world continues to seek joy and excitement, which explains why so few of us are willing to reduce spending on live entertainment – even when facing financial pressures. Live music holds a unique ability to unite people, and with the development of the Edinburgh Park Arena, fans will have more opportunities to share in collective joy and create lasting memories with friends, family and fan communities.”
“Brands that can elevate fans’ experiences through authentic activations can harness the halo of the positive emotions and heightened attention to shift perceptions, increase consideration, boost sales and build lasting relationships with niche or hard-to-reach groups of consumers.”
Construction of the highly anticipated Edinburgh Park Arena is due to start in early 2026, with the venue expected to open its doors at the start of 2028. The venue is yet to be named, with its title to be determined by a naming rights partner, which will be able to unlock meaningful relationships with fans across Scotland.
The new arena will hold 8,500 music fans and is set to be built at New Park Square in Edinburgh Park. The application site is supported for development by the City of Edinburgh Council’s Local Development Plan and emerging Edinburgh City Plan 2023. The Council is seeking a better mix of uses in Edinburgh Park/South Gyle whilst retaining its important role as a strategic business location.
The new Edinburgh arena is set to amplify the Scots love for live performance, offering a new modern music venue to the capital.
For more information on AEG’s The Live Effect report, visit: AEG Global Partnerships.
Tweet Share on Facebook
