In August, Munich became the global focus of live music as Adele performed a series of ten concerts. Over 730,000 fans from 170 countries came to the Munich exhibition grounds to experience the largest live music residency outside of Las Vegas.
With a custom-made, purpose-built pop-up arena and immersive fan experiences, the event set new benchmarks for large-scale concerts.
Transforming Vision Into Reality
In collaboration with Live Nation, Adele’s residency was the culmination of a year of planning and four months of construction. The pop-up arena, designed exclusively for Adele, provided fans a unique setting of intimacy in a grand atmosphere, highlighting the harmony between Adele’s music, the Munich setting, and the state-of-the-art venue.
The event generated an economic impact of 540 million euros, according to Clemens Baumgärtner, Munich’s economic advisor.
Breaking Records and Setting New Standards
The residency set multiple records, cementing its place in music history. The pop-up stadium was the largest temporary arena ever constructed, featuring a massive 220-meter-long, 30-meter-high continuous LED wall—the largest temporary wall ever used for a concert. With 730,000 tickets sold, the event achieved the highest attendance for a concert series outside of Las Vegas, surpassing Coldplay’s record in Buenos Aires. Additionally, the event delivered an impressive economic impact of 540 million euros, as reported by Munich’s economic advisor, Clemens Baumgärtner, with over half of attendees traveling internationally to experience the shows.
Elevating the Fan Experience
Beyond the music, fans enjoyed a festival-like atmosphere across 75,000 square meters surrounding the arena. Activities included Bavarian bands in the beer garden, a Spice Girls cover band, karaoke, a chain carousel and a Ferris wheel. Fans could also purchase exclusive merchandise, savor diverse food and drink options, and even read a special newspaper designed by Adele herself, the Saturn Times.
For the first time in Germany, at this scale, mobile tickets were exclusively used, accessible on fans’ smartphones via the Ticketmaster app.
Ticketmaster’s Role in Making History
Ticketmaster was instrumental in making this record-breaking residency a success:
- Seamless Ticket Sales: Ticketmaster oversaw the sale of 82% of Adele’s tickets, enabling fans from all over the world to purchase and use tickets through global accounts.
- Digital Ticketing: For the first time at this scale in Germany, mobile tickets were exclusively used. Accessible via the Ticketmaster app, these mobile tickets enhanced entry efficiency and reduced the risk of ticket fraud.
- On-Site Support: A dedicated Ticketmaster team was on-site throughout August, ensuring that any fan issues were resolved quickly and ensuring a smooth entry experience.
A Vision for the Future of Live Music
Adele’s Munich residency demonstrated how live events can evolve to offer more than just a concert – creating immersive experiences that leave lasting impressions. With its innovative ticketing solutions and global expertise, Ticketmaster partners with the world’s leading producers and promoters to deliver extraordinary experiences.
Click here to learn how partnering with Ticketmaster can bring your events to the next level.
