As we enter into festival season, I’ve been reflecting on last summer. Like the elder Millennial that I am, I went to the Oasis reunion tour at Wembley. It was incredible. Screaming along to Champagne Supernova with friends in the summer sun took me back to my early teens, with my extensive Brit pop CD collection and the Liam Gallagher poster displayed proudly on my school locker.

It seemed like everyone I knew had gone to the tour and it felt like being part of something huge. Which it was. Cultural impact aside, the estimated contribution of the Oasis tour to the British economy is £940 million.

This is reflective of a bigger trend: according to Barclays Consumer Spend research, the ‘experience economy’ – where people prioritise experiences (gigs, festivals, travel, sport) over material goods – continues to soar, even during cost- of-living pressures.

And you can see why. In the age of AI and solo doomscrolling, live collective experiences offer something unique: the opportunity to be present, to experience something shared and fleeting, and a sense of belonging that endures beyond the event itself. Throw in a healthy dose of nostalgia (and a bucket hat, if that’s your thing) and the effect is truly exhilarating.

So why did last summer feel so magical and what can brands learn from it? Conveniently, Liam and Noel’s words offer up some helpful wisdom:

1. 1. Maybe you’re the same as me / We see things they’ll never see.

Scarcity amplifies meaning. Part of what made the Oasis reunion tour so significant was its rarity, being pitched as the ‘last time’ to see them. In a world where we are always on (and always on screens) finite experiences like this carry disproportionate emotional weight. Brands that can create moments that feel exclusive, time-bound or culturally consequential are more likely to generate lasting impact.

  2. Where were you while we were getting high?

Community is a premium asset. Everyone who was at those gigs arrived with a shared cultural language built up over decades. Brands often focus on acquisition while underestimating the long-term value of shared rituals, insider identity and collective memory.

  3. I need to be myself/ I can’t be no-one else. 

Consistency trumps constant reinvention. Oasis knew what the audience wanted and the setlist stayed consistent and focused on the hits. Brand owners are often under pressure to continuously refresh and land new news to stay relevant, but familiarity can be is a strength when it’s what people value.

  4. Another sunny afternoon / walking to the sound of my favourite tune.

The power of story. The Gallagher brothers’ narrative of sibling rivalry, feuds and reconciliation was central to the story of the tour and the band. Fans like me were emotionally invested in the story, not just the songs. Stories drive attention and memory for brands far more than features.

So, let’s go forth into festival season and a World Cup summer with anticipation and excitement for what’s to come. There’s really nothing else like it.

As you were.

Katie