This study explores the effectiveness of viral marketing strategies in promoting music concerts, with a focused analysis on Coimbatore city. In an era where digital engagement significantly influences consumer behaviour, the research investigates how social media, online word-of-mouth, influencer endorsements, and user-generated content contribute to the success of concert promotions. Through a structured questionnaire distributed among residents of Coimbatore, the study examines audience preferences, awareness levels, and the impact of digital platforms on decision-making. The findings reveal that viral marketing has a profound influence on the youth and is a cost-effective method for concert promotion. The study concludes with suggestions for leveraging digital tools more effectively, aiming to enhance audience reach and engagement in the entertainment industry.