The Inquiry How did music megatours become such a money spinner?
Dec 30, 2025
Kevin Kim, Head of Asia at Route Note, discusses K-pop fandom's role in driving tour success through fan engagement and merchandise. Serona Elton, a professor at the Frost School of Music, explains how digital sales have shifted focus to touring as the main income source, highlighting the need for massive production. Adam Behr, an expert on music structures, emphasizes how scarcity allows for higher ticket prices. Journalist Poppy Reid describes the economic benefits of megatours for local economies and the multiple revenue streams artists can explore post-tour.
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Fan Travel Fuels Multiple Ticket Sales
- A fan of K-pop artist G-Dragon travelled from Singapore to attend concerts in Seoul and Malaysia for the same tour.
- Kevin Kim used this example to show fans commonly follow tours across countries, boosting ticket sales.
Synced Light Sticks Create Collective Presence
- Korean concerts use advanced light sticks synced to songs, making fans feel included in the performance.
- Kevin Kim notes not buying a light stick can make a fan feel left out of the shared experience.
Collectible Photo Cards Drive Multiple Purchases
- Fans sometimes buy dozens of albums to collect specific member photos in K-pop groups.
- Kevin Kim described fans purchasing 20, 30 or even 100 albums to obtain preferred photo cards.