‘Sleep Concerts’ Appeal to Rest-Seeking Consumers

• Dreamy All-Night Performances: Korean events agency Nominom held an overnight sleep concert in Seoul on May 2 2024. The Best Dream Concert saw attendees sleep in beds accompanied by 12 hours of calming live music performed by a pianist, cellist and singer. People who usually snore or talk in their sleep had a separate room. The audience was served sleep-promoting snacks and drinks like soothing teas (see Wellness Ingredients to Watch 24/25 for more), while the venue provided lockers for phones, pyjamas, pillows and bedding. Participants awoke to uplifting jazz music in the morning.
  
  In March, Hilton hosted a sleep concert in Shanghai. The American hospitality group provided mattresses, eye masks and aromatherapy as visitors rested while listening to relaxing live music. And New Zealand-based arts festival Loemis organised a sleep concert called The Longest Night on June 21 2024 (winter solstice in the Global South), featuring all-night ambient music and beds for audience members.

• Emma’s Sleepy Album Launch: German mattress and bedding company Emma launched its first music album during a sleep concert held in Berlin on World Sleep Day 2024 (March 15). Scores of Sleep features 11 instrumental tracks that have been carefully curated to help listeners drift off more easily.
  
  Concertgoers rested on Emma’s double beds, which were decked out with the brand’s pillows and duvets. According to the company, 59% of attendees fell asleep during the performance (Emma, 2024).
  
  

See Meet the Soft Lifers for more on consumers opting for restful routines.