The concert summer has become a gigantic money-making machine. Virtual queues to buy tickets a year before the event, stadiums sold out for months, cities preparing to welcome tens of thousands of fans, full hotels and sold-out restaurants. An economy that revolves around the performances of popular heroes, whether they are Vasco Rossi or Bruno Mars.
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And records continue to be updated: the 2026 concert summer, which has reached its peak in recent days, is seeing a 5% increase compared to the May-September 2025 period. This is revealed by estimates from TicketOne, the leading ticketing platform in the Italian market. «The year, numbers in hand, is excellent – says CEO Andrea Grancini – with the market following three strands: the “hardcore” artists like Vasco who have never missed a beat; the emerging artists, like Olly, Geolier, and Achille Lauro, who have now taken over the big venues; the return of big international names».
Vasco Rossi, a «guarantee» for his contribution to the live sector
A mix that from May to September – the five most significant months of the year for the sector – should lead to public spending of 815 million (+5%, precisely) and by the end of 2026 update the record of 1.1 billion in revenues that the Siae Report recorded last year.
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Continuous growth
The race started long ago, but it accelerated after the pandemic. And it essentially sees two “teams” in leadership positions: on one side, the American multinational Live Nation, and on the other, the Germans of Cts Eventim, who control TicketOne and participate in the business of the agencies Eventim Live. «We have three big names in our stable: Vasco Rossi, Tiziano Ferro, and Cesare Cremonini. The summer of 2026 bears their name: together they have sold something like 1.1 million tickets», explained Roberto De Luca, president of Live Nation Italia, to Il Sole 24 Ore. Including festivals like Firenze Rock and I-Days, a roster of international artists ranging from Bruno Mars to The Weeknd, Live Nation’s summer is worth 2.1 million paying customers.
Our group’s summer 2026 bears the signature of three big names: Vasco Rossi, Tiziano Ferro, and Cesare Cremonini
Roberto De Luca (Live Nation Italia)
The group was responsible for the two dates with 157,000 tickets sold for Bad Bunny at the Ippodromo La Maura in Milan. The first was good, the second unlucky (due to hail and the need to refund spectators). Vivo Concerti, an agency in the Eventim Live galaxy, instead celebrated the record of 250,000 spectators recorded by Ultimo at Tor Vergata.
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