When it seems that we have found an effective way to produce and attend concerts, the need for distinct experiences emerges, revealing a new reality that demands promoters, artists, and managers to adopt a fresh perspective. This involves incorporating audience insights through data, exploring new show formats, and rethinking organizational strategies, necessitating a realignment of the industry as we know it. In this space, we discuss these new dynamics, the challenges, and the opportunities that technology offers for taking more confident steps forward.