With corporate groups, community clubs and friendship circles buying tickets in blocks, live music is becoming the new setting for networking, client hospitality and shared experiences.
SYDNEY, Australia – Not long ago, a concert was something you either attended alone or with a close friend. You bought a ticket, sat in an assigned seat, watched the performance, and went home. The social interaction was limited to whoever was sitting next to you.
That model is changing.
Across Australia, a quiet shift is taking place. From financial advisory firms and real estate agencies to church groups and parent communities, people are increasingly buying tickets in blocks – not just to see an artist, but to be together.
Live music is becoming a social and corporate event.
The Rise of the ‘Group Concert’
The trend is being driven by several factors. First, the post-pandemic desire for shared, meaningful experiences has never been stronger. Second, traditional corporate hospitality – dinners, drinks, sporting events – is often expensive, logistically heavy, or limited in who it appeals to.
Concerts offer a different equation: quiet enough to be sophisticated, emotional enough to create lasting memories, and structured enough that no one has to organise games, speeches or awkward icebreakers.
“You don’t need to entertain anyone. You don’t need to plan activities,” says Benny Wang, Director of Wise N Rise Pty Ltd, the exclusive presenter of Secret Garden’s 2026 Australian Tour. “You simply buy a block of seats, invite your clients or community, and let the music do the work.”
Why This Works for Businesses and Groups
For businesses, the appeal is clear. A concert ticket is a non-transactional gift. It doesn’t ask for anything in return. When a financial advisor invites a client to a performance of “You Raise Me Up” – a song about being lifted up in difficult times – the emotional resonance is far greater than a branded pen or a lunch invoice.
“Client appreciation events are often stressful to organise,” Wang explains. “With a concert, the structure is already there. The artist provides the atmosphere. The group simply sits together and shares the experience.”
Secret Garden, the Grammy-winning Norwegian-Irish duo behind the global anthem “You Raise Me Up,” will return to Australia this November for their first tour in 22 years. The five-city tour has already attracted significant interest from corporate groups, real estate teams, financial services firms, and community organisations looking for a meaningful way to bring people together.
More Than a Performance – A Complete Event
Recognising this trend, tour organisers have introduced flexible group booking options for the Secret Garden tour, including dedicated seating blocks that can be locked in without immediate final numbers, and the ability to add guests gradually.
For larger groups, organisers can arrange:
· Private pre-show reception spaces for client registration or welcome drinks
· Branded booths in venue foyers for corporate partners
· Seated blocks that keep groups together without requiring individual ticket purchases
These features allow a concert to function as a full-fledged client event, staff appreciation night, or community gathering – without the logistical headache.
Who Is Booking Groups?
According to early ticket sales, the groups booking for the Secret Garden tour include:
· Financial advisory firms inviting their top clients
· Real estate agencies hosting buyer appreciation evenings
· Church communities organising congregational outings
· School parent groups arranging fundraising or social nights
· Friendship circles celebrating milestone birthdays or reunions
“What we’re seeing is that people want to share this music,” Wang says. “They don’t want to come alone. They want to bring their team, their clients, their friends – the people who have raised them up.”
The Secret Garden Factor
Secret Garden’s music is particularly suited to group attendance. Their signature song, “You Raise Me Up,” is an anthem of gratitude and support – themes that resonate deeply with corporate teams and community groups alike.
The duo has sold over 6 million albums, earned 113 Platinum certifications, and spent 311 weeks on the Billboard New Age Chart. Their 1995 Eurovision victory with “Nocturne” remains the only instrumental piece ever to win the competition. The upcoming Australian tour is presented under the Honorary Patronage of the Royal Norwegian Embassy, underscoring its cultural significance.
Practical Details for Group Bookings
Secret Garden 2026 Australian Tour
Perth – 6 November | Riverside Theatre
Sydney – 8 November | Darling Harbour Theatre
Melbourne – 13 November | Palais Theatre
Adelaide – 14 November | Adelaide Entertainment Centre
Brisbane – 15 November | Great Hall, BCEC
Group booking benefits:
· Seats can be locked in from as few as 20 tickets
· No need to confirm final numbers immediately – groups can add gradually
· Seating blocks can be arranged so your entire party sits together
· Private pre-function spaces and branded booth options available for larger groups
A Different Way to Gather
As Australians look for alternatives to dinner-and-drinks hospitality, live music is emerging as a compelling option. It offers culture, emotional connection, and a shared experience – all without requiring the host to be an entertainer.
“Sometimes the best way to thank someone is simply to invite them somewhere beautiful and let the moment speak for itself,” Wang says. “That’s what this tour offers. Not a sales pitch. Not a networking event disguised as dinner. Just an evening of music that raises people up.”
About Secret Garden
Secret Garden is the Norwegian Grammy Award-winning duo comprising composer/keyboardist Rolf Løvland and violinist Fionnuala Sherry. Since winning the Eurovision Song Contest in 1995 with “Nocturne” – the first and only instrumental piece ever to win the competition – they have released 11 albums, sold over 6 million records, and achieved 113 Platinum certifications worldwide.
About Greening Australia
Greening Australia is the nation’s leading independent not-for-profit environmental organisation. Founded in 1982, it restores Australia’s diverse landscapes and protects biodiversity at scale through science-led, collaborative solutions. Across millions of hectares, Greening Australia rebuilds healthy ecosystems and habitats where people and nature thrive.
About Wise N Rise Pty Ltd
Wise N Rise Pty Ltd is Australia’s premier producer of world-class cultural performances, specializing in creating bespoke, high-impact events that deliver exceptional experiences for audiences and strategic value for partners.
