The experiential aspect of consumption began to gain attention in the 1980s, and a decade later we also begin to talk about experiential marketing. The essence of experiential marketing is the awareness that experience is formed at all points of contact with the consumer and at all stages of consumption. The crucial process of experiential marketing is co-creation between the consumer and the business, which is especially evident in the service sector. A good example is a sole trader Mimi Miran Inhof (s. p.), who deals with arranging concerts under the Bfree Concerts brand. More than ever, the experiential value of consumption is coming to the fore, while functional value is only a standard in the flood of products and services. That is why in my bachelor’s degree I was interested in the experience of the concert arrangement of persons attending concerts with Bfree Concerts and the possible use of experiential marketing in the mentioned organization. In my research, I used a qualitative method, an in-depth interview with 10 permanent participants of Bfree concert arrangements. Interview analysis revealed that Bfree's concert arrangement is much more than just a service as it also presents participants with real-world experience. It became obvious that Bfree's business style overlaps with all the features of experiential marketing.
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