What is "revenge living" and how are brands leveraging it?

Revenge living describes younger generations' pursuit of lavish experiences to compensate for time lost during the pandemic, and brands like Authentic Live are creating high-ticket events to cater to this desire.

What kind of events does Authentic Live host?

Authentic Live curates music experiences, outdoor carnivals, and parties connected to its 50-plus brands, often coinciding with major events like the Super Bowl, F1 races, and the Kentucky Derby.

How expensive are the events hosted by Authentic Live?

Ticket prices for Authentic Live events vary significantly, starting from $250 for general admission and extending to as high as $133,000 for premium VIP experiences.

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Revenge Living: Brands Cash In On Experiential Craze

26 Jan

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Summary

Younger generations are spending on lavish experiences to recover lost time.
Authentic Live curates live events connecting to over 50 brands.
Event tickets range from $250 to $133,000 for premium experiences.

Revenge Living: Brands Cash In On Experiential Craze

Following periods of isolation, younger generations are actively engaging in "revenge living," prioritizing travel and premium experiences. Authentic Live, a division of Authentic Brands Group, has emerged to meet this demand by creating and hosting live events tied to its extensive brand portfolio. These events, often occurring during major tentpoles like the Super Bowl and F1 races, aim to blend celebrity appeal with high-value experiences.

Notable upcoming events include Shaq's Fun House, a music and carnival experience with tickets starting at $250, and SI: The Party, featuring major artists with VIP tables reaching $133,000. Authentic Live leverages audience insights and cultural context to shape event designs, partnering with brands like Verizon. The company's strategy focuses on brand immersion and consumer engagement, evidenced by 65,000 attendees in 2025 generating millions of social and media impressions.