2025 wasn’t just a great year for tours in Australia - it was a masterclass in how brands should be showing up.

In his contribution to AdNews Australia' 'Perspectives' series, Vevo's Tim O'Connor explores how music fandoms became the most passionate and high-potential audience of the year. From bucket hats to merch drops, Tim offers a fresh take on cultural connection - and a smart reminder on where attention will actually go in 2026.