Inside the Supersonic Boost That Oasis’ Reunion Tour Will Bring to the UK Economy, Live Sector
Written by djfrosty on August 30, 2024
LONDON — Nearly three decades after Oasis‘ cultural and commercial peak, the Gallagher brothers — songwriter/guitarist Noel and singer Liam — are once again making headlines around the world, following the shock announcement that the long-warring siblings are to reunite for a series of huge outdoor shows in the United Kingdom and Ireland next year.
In the U.K., anticipation for the band’s comeback has been building since rumors began circulating several weeks ago that the feuding brothers had buried the hatchet after a 15-year war of words and were set to return. The group split up in 2009 when Noel quit before a show at French music festival Rock en Seine following an argument with Liam.
Oasis fans’ wildest dreams were realized on Tuesday (Aug. 27) with the announcement that the band will play a massive 14-date stadium tour of the U.K. and Ireland next summer, marketed as ‘Oasis Live ’25.’
Trending on Billboard
“The guns have fallen silent. The stars have aligned. The great wait is over. Come see. It will not be televised,” Oasis bullishly said in a statement, prompting a feverish rush of news coverage in their home country and beyond that has reignited interest in the Britpop-era rock act.
Registration for the tour’s ticket pre-sale opened the same day. 48 hours later the group announced three extra concert dates due to “unprecedented demand.”
The additional gigs mean Oasis will now play five nights at London’s 90,000-capacity Wembley Stadium, five nights at Heaton Park in their home city of Manchester (80,000 cap.) and three shows at Murrayfield Stadium, Edinburgh (67,000-cap.), as well as two performances at Dublin’s Croke Park (83,000-cap.) and two shows at Cardiff’s Principality Stadium (74,000-cap.).
With tickets expected to quickly sell out when they go on sale Saturday (Aug. 31), Oasis look set to perform to around 1.3 million people across the 17-show run, according to Billboard‘s calculations.
That puts the band’s live return at a similar level to Taylor Swift‘s recent U.K. and Ireland leg of her “Eras Tour,” which spanned 18 sold-out stadium shows, including eight nights at Wembley Stadium – a new record for a solo singer at the venue. The estimated total attendance for Swift’s U.K. shows was 1.2 million, not including her three shows at Dublin’s Aviva Stadium.
With tickets to Oasis’ live shows priced between £65.00 ($85.00) and £250.00 ($330.00), excluding fees, Billboard estimates that the tour — jointly promoted by Live Nation, SJM Concerts, MCD and DFC — could gross the band around £200 million ($262 million) on ticket sales alone (based on an average ticket price of £150.00). When VIP and premium packages, merchandise, sponsorship, performance rights and future filming revenues are factored in total earnings are likely to be at least double that amount, according to talent agent Jonathan Shalit, posting on X before the three extra concert dates were announced.
FINANCIAL WINDFALL
“It’s a once in a generation moment for a lot of music fans to experience an iconic rock band that has a very special place in many people’s hearts. It’s also going to be a really big economic moment for the country and music industry,” Tom Kiehl, chief executive of umbrella trade body UK Music, tells Billboard.
In 2023, 19.2 million “music tourists” — defined by UK Music as someone who travels outside of their hometown or city for a gig or visiting from overseas — attended live concerts and festivals in the United Kingdom, up 33% on the previous year, generating 8 billion pounds ($10.3 billion) for the country’s economy.
Susannah Streeter, head of money and markets at investment firm Hargreaves Lansdown, says the frenzy of interest in Oasis’ return ensures it will create large revenues for hotels, taxis, bars, restaurants and pubs in cities where the band is performing “bringing a significant boost to the U.K. economy.”
The U.K. leg of Swift’s “Eras Tour” was estimated to have earned £1 billion ($1.3 billion) for the U.K. economy, according to analysis by Barclays bank, based on Swifties each spending a projected £848 ($1,100) on tickets, travel, accommodation, outfits and other expenses.
“While spending by Oasis fans might not reach those heady heights, they are unlikely to hold back from splashing the cash to celebrate the brothers’ return,” Streeter tells Billboard.
In Oasis’ home city of Manchester, the band’s five shows will earn the local economy over £15 million ($19.7 million), says Sacha Lord, the city’s nighttime economy advisor and founder of Parklife music festival.
WILL A RISING TIDE LIFT ALL BOATS?
Alongside the financial benefits, live execs hope that the explosion of interest in Oasis will strengthen support for the U.K.’s struggling grassroots music sector, where the band cut their teeth in the early 1990s, but has experienced a tide of small venue closures in the decades since.
According to the Music Venue Trust (MVT), just under 150 grassroots venues closed or stopped staging live music in the U.K. in 2023. Of the 15 venues that Oasis played on its first ever tour, nine are reported to have closed or are no longer putting on gigs.
To stop the wave of small venue closures, live execs are pushing for the British government to cut sales tax (VAT) on tickets for all grassroots music shows from 20% to the European average of between 5-7%. Doing so “will mean more shows and festivals, thriving venues of all sizes and [help] the next world class superstars off the U.K. talent production line,” says Jon Collins, CEO of U.K. music trade body LIVE.
“The Oasis reunion is a huge moment not just for fans, but for the live music industry too,” Andrew Foggin, global head of music at ticketing company DICE, tells Billboard. “These high profile, beloved artists serve as a catalyst to get people out more. They don’t just draw crowds to massive stadium events, but they also remind people what makes live music so special, creating benefits for the rest of the industry.”
As for the Gallaghers themselves, they stand to land a sizable royalty windfall even before a single ticket is sold. On the back of Tuesday’s reunion announcement, Oasis’ Spotify streams spiked 690% globally, says the streaming service, with some of the band’s lesser-known songs such as “Turn Up The Sun” and The Swamp Song” enjoying especially large spikes (450%-plus) in the U.K. The band has more than 24 million monthly listeners on Spotify with its most popular song, “Wonderwall,” having been streamed more than 2 billion times in total.
On TikTok, Oasis has seen a 101% increase in video views, creations and user engagement over the past seven days, with #OasisReunion having 109 million video views over the past two weeks, reports the platform. (Billboard understands that Sony Music owns the master rights to Oasis’ entire catalog, which it licenses back to the band’s label Big Brother Recordings, with the exception of 2008’s final album Dig Out Your Soul, which Sony doesn’t own).
“Oasis has always been popular on TikTok, and the news of the reunion has taken it to another level,” says Adam Read, TikTok’s U.K. and Ireland music programs manager. “Fans have celebrated in typically creative ways, whether it’s dressing up like Liam Gallagher waiting [for] the on sale or remixing classic Oasis tracks in unique TikTok videos. We’re excited to see how the community will continue to get creative with the band’s catalog on the platform.”
So far, the only live dates announced by Oasis are the 17 shows in the U.K. and Ireland, although the fact that the band is calling its 2025 outing a world tour suggests that international dates, including possible U.S. shows, will likely follow. It’s anticipated that additional U.K. shows could be announced if the initial ticket allocation sells out quickly, although the band has made it clear that it will not be playing next year’s Glastonbury festival, as previously rumored.
“Oasis were the last big band of the pre-digital era,” enthuses Kiehl. “There’s a legendary status attached to them and there’s a whole new generation of Oasis fans who have never seen them perform live, as well as all of their original fans from the Nineties, so their return is going to be a really big moment for the music industry and live music.”