Lollapalooza Is Losing Generation X

Lollapalooza, once one of the defining events of Gen X, is losing this generation—Lollagoers ages 35 to 44 made up 11% of the audience in 2015, down from 16% in 2012, while fans ages 45 to 54 fell from 11% to 6%. Though the festival still tries to please older fans with headliners like Metallica and Paul McCartney, it knows it needs to shift its attenti…