Life most certainly does begin at 40 – or 45 to be precise – as new data released today reveals just over 2 million Brits aged 45 and beyond go clubbing at least once a week across the UK.
Coined the ‘EverGroover’ generation (and remember, EverGrooving starts with an E), global ticketing and event technology platform Eventbrite, unveils insight into this thriving subculture of Brits; from the pioneers and originators of clubbing in the 1980s, to the many veterans who are still going strong today.
Despite the fact that on average, adult Brits think 39 is the age you become too old to go out partying, Eventbrite spoke to more than 170 self-confessed EverGroovers who say nothing will stop them partying (60%)
Indeed, two fifths (41%) of these seasoned partiers aged over 45 say they have more party stamina than people half their age – and a quarter (24%) claim they rave more in their 40s than they ever did when they were younger. This discerning crowd of true music lovers know how to get down and have a good time – and, according to them, love nothing more than revelling in their favourite music, whilst forging friendships and clubbing communities.
When asked about what motivates them to keep partying, 44%5 of this movement – who experienced many legendary eras of raving – claim it makes them feel young. Half (49%)6 of the hardcore EverGroover survey respondents revealed that they are much more confident in themselves when partying now compared to when they were in their 20s.
But could the EverGroovers be the last of the great party-goers? The attitude of these seasoned partiers is strikingly different to those of younger generations. Research shows that the majority of 18 – 24 year olds (62%)7 claim 40-plus partiers look “out of place” in nightclubs, and over half (54%) say they’d be “too embarrassed” to do it themselves when they hit that age.
As a result Eventbrite, which allows anyone around the world to create, list and sell tickets to their own events on any device, has noticed the emergence of more day sessions, raves, club nights and festivals geared towards middle-aged revellers – many of which have been set up by entrepreneurial people with a passion for music and who have spotted a rising market for parties geared towards this unique subculture.
One man spearheading the trend is the original founder of Kiss FM, Gordon Mac, 59, who now runs Mi-Soul Radio, the radio station for the post-clubbing generation. Mac says:“Brits in their 40s and 50s are part of the original party movement. We brought raves into the mainstream and kick-started the UK house scene. For me and a lot of my peers, we first started clubbing when we were 15 and 16 years old, so music and partying is part of our soul and a way of life – it’s something we’ll never give up on, no matter what our age.
“Our listeners were all big fans of Kiss FM back in the 80s and today still crave the house and soul beats of yesterday, but with a modern twist. Through the events that we promote online and on air on MiSoul Radio, I meet people all the time who have rediscovered their love for partying now they’re older. Lots of them are out clubbing with their kids and connecting with a whole new network of similar people with the same outlook on going out. It’s amazing to see people in their 40s, 50s and 60s living very differently today compared with our parents’ generation and with even more events for our generation than ever before, we’re certainly not giving up any time soon.”
Paul McCrudden, head of marketing at Eventbrite, UK and Ireland, adds: “We’ve noticed these ‘EverGroover’ events pop up on our ticketing platform in the last few years – from specific club nights that champion house and soul music, through to day festivals and even underground raves geared towards a slightly older crowd.”
McCrudden continues: “It’s clear that this is a very active community who reject the common misconception that partying is just for the young – for them, the older they get, the younger they feel. When we spoke to 45+ ravers about why they love to party so much, an overwhelming amount (58%)8 said they had made lots of new friends on the party scene too, which shows it’s as much about building relationships with like-minded people, as it is about going to live events, letting loose and having a good time.”
|WANT TO PARTY LIKE AN EVERGROOVER?
Eventbrite spoke with more than 170 EverGroovers and has rounded up the best nine nuggets of partying advice from the EverGroover generation…
1. Throw your phone away
Okay, maybe not literally – but try and remember that the night is fleeting so you should soak it all in while you can – your mobile will always be waiting for you when it’s over.
2. Bring flat shoes for those aching feet
Dancing in heels or uncomfy shoes is going to seriously hinder your partying stamina. Grab a pair of foldable flats that you can change into halfway through the night. The best thing? They can fit into the smallest of bags!
3. Find your perfect clubbing companion
There’s nothing worse than partying with people who are on a totally different wavelength to you. They may be your best friend, but if they like heavy metal and you like acid house, it’s probably not going to be the best night! Find your tribe and book in regular dates to get your groove on.
4. Dance like nobody’s watching and be your best self
Live your best life when you’re out partying – it’s a time to let loose and dance all your stress away. But remember, these days you’re never too far from a smartphone camera so make sure you presenting yourself in a way you won’t regret in the morning!
5. Don’t burn out too quickly
A true EverGroover knows that pace is key for a great night out. Maintain a steady flow and take breaks now and again to simply sit back, soak up the atmosphere and indulge in some people-watching.
6. Keep an open mind and show love
When the clubbing scene first took off, it was new to everyone – so having an open mind and a willingness to try new things was crucial. Try lots of different events and experiment with new music genres – who knows, you might discover a passion for garage and grime you never knew you had. Be kind to others too – you’re all there to have fun, so laugh with each other and don’t judge.
7. Don’t force the vibe
Whether you’ve had a bad week at work, feel stressed or simply just don’t feel like yourself – don’t force it. There’s nothing worse than being in a club when you’re not enjoying it. There will be plenty of other nights out, so get yourself to bed and come back twice as hard next time!
8. Stay hydrated
It’s true that hangovers get worse the older you get – staying hydrated helps stave them off (sort of…!) so grab a bottle of water and sip throughout the night. Plus, don’t forget that all important pint of H2O before bed.
9. Have a backup plan to get home
Clubbing and partying can take you all over the place – new towns, cities and even countries. Always make sure you plan your route home before you go out, that way you can help keep yourself and your friends safe.