Britain’s passion for live music is louder than ever, and now Cadbury is stepping into the spotlight with a brand-new campaign designed to help more people experience the magic of their very first concert.
The chocolate giant has announced Gift a First Gig, a nationwide initiative created in partnership with Academy Music Group, Ticketmaster and Camp Bestival presented by Debenhams.
The campaign celebrates Britain’s deep-rooted gig culture while encouraging fans to share the live music experience with someone who has never attended a concert before.
Britain Is Officially a Nation of Gig Lovers
According to new research commissioned by Cadbury, the average Brit has attended 12 live concerts during their lifetime, while 42% of the population went to at least one gig in the last year alone.
The findings suggest live music remains one of the UK’s favourite forms of entertainment, with 62% of music fans saying concerts are more rewarding than any other live event experience. Meanwhile, half of Brits believe music now plays a bigger role in their lives than ever before.
The campaign aims to tap into that growing passion by offering fans the chance to nominate someone for their very first live show experience via Cadbury UK Instagram.
Leah Williamson Backs the Campaign
Leah Williamson, who serves as a Cadbury ambassador, is supporting the initiative and spoke about the emotional connection people have with live music.
Williamson explained that music has always been an important part of her life, whether in football dressing rooms or at gigs with friends, adding that there is “nothing quite like being part of a crowd.”
The England captain’s involvement adds another high-profile cultural crossover between sport and music, two industries increasingly intertwined through festivals, fan experiences and major live events.
You can also explore upcoming live shows through Ticketmaster UK.
Gen Z Is Driving the UK’s Live Music Boom
The research highlights Gen Z as the generation pushing Britain’s gig scene to new heights.
A huge 76% of Gen Z respondents said they attend at least one concert every year, while 86% listen to music daily. More notably, 69% said music has become more central to their lives over time.
The study also found younger audiences are attending concerts earlier than previous generations. Around 26% of Gen Z fans said they went to their first gig before turning 11, compared to just 3% of older generations.
That shift reflects how live music has evolved into a key part of childhood and teenage identity for younger audiences.
First Gigs Are Becoming Major Life Moments
More than half of UK music fans attended their first concert before adulthood, with ages 12 to 17 emerging as the most common period for a first live music experience.
The atmosphere itself remains one of the biggest draws, with 75% of respondents saying the excitement and crowd energy are the main reasons they attend live events.
The communal side of music also continues to play a huge role. Over half of fans say music helps them feel connected to their community, rising significantly among Millennials and Gen Z audiences.
That emotional connection is helping fuel demand for concert tickets as gifts, with 45% of respondents saying they would love to receive gig tickets over other entertainment experiences such as cinema trips or sporting events.
Wales Leads the UK’s Gig Rankings
The research also revealed which parts of the UK are the biggest live music fans.
Wales topped the table, with residents attending an average of 14 gigs across their lifetime. The East Midlands, South West and West Midlands followed closely behind with averages of 13 concerts.
Meanwhile, London audiences showed the strongest preference for hip-hop and rap, while rock and 80s music remained dominant across much of the country.
Cadbury Expands Into the Live Entertainment Space
As part of the partnership, Cadbury products including Dairy Milk, Twirl and Buttons will now be available at O2 Academy venues across the UK.
The collaboration will also include ticket promotions, festival activations and additional opportunities for fans to win live music experiences later in the year.
The move marks another major example of brands investing heavily in experiential entertainment and fan culture as live music continues its post-pandemic growth across the UK.
Fans can currently enter the Gift a First Gig competition through Cadbury UK Instagram.
