This paper aimed to investigate the offer of musical events in the city of Split and its surroundings, analyzing the offer and following trends in the market. In addition, the importance of market research as a key tool for adapting to market changes and maintaining competitiveness was emphasized. The paper analyzes in more detail the most important terms related to market research. In addition to adapting to the market, market research significantly contributes to building quality and lasting customer relationships. Researching the market is a complex process, and it is essential to cover all its stages to collect data and obtain useful research results. Through an in-depth interview with an expert in the studied area, engaging and relevant data were collected and presented in this paper. Various information was also collected through the survey questionnaire. Exciting answers are presented in this paper, and the respondents' answers provided additional insight into preferences and attitudes related to music events in Split and its surroundings. All collected data and analyzes provide valuable insight into the state of music events in Split and its surroundings, contributing to a better understanding of its characteristics and audience needs.