The average festival attendee is African American, with an annual household income of $56,000.00 dollars. This same household spends $126 a month on telecommunications. The teenagers in attendance at the festivals belong to Generation Y, which spends an estimated $150 billion a year on music, clothing, footwear and technology according to Emerging Adult Research (EAR). The attendee is global and ethnically diverse (i.e., African American, African, Latin and Caribbean). They enjoy travelling, soft drinks, sport, music and entertainment, electronics and special events.