Rolling With It: A Love Letter to Oasis and My Youth
The soundtrack to my teenage years — Oasis on cassette, always on repeat.
1996: The Soundtrack of Becoming
It’s 1996. The scene is the side of a community sports field in the Penrith City Council region. I can’t remember what suburb it was—maybe Castlereagh, maybe Andrews Road. It’s winter. My brother’s playing rugby league, Saturday morning footy. Dew drops hang on the grass, parents are yelling at the ref, mums are catching up on the weekly goss with thermoses of coffee in hand.
I’m twelve. Pre-teen and painfully awkward, walking around in an oversized X-Files tee, jeans, a black Pierre Cardin cap, and cheap Ray-Ban-style sunnies so I wouldn’t have to talk to anyone. My navy Chuck Taylor hi-tops were already well worn. I had my knock-off Walkman in my backpack, wire headphones perched on my head, and What’s the Story Morning Glory? spinning endlessly. Side A. Side B. Side A. Side B.
That album was the soundtrack to my first year of high school. Before that, it was Mariah Carey’s Music Box or Girlfriend’s Make it Come True (does anyone else remember Take It From Me?). But Oasis — they were different. They shaped my taste in music. Roll With It. Champagne Supernova. Some Might Say. Wonderwall. Don’t Look Back in Anger. I was hooked.
The Reunion Rumour Mill
Fast forward nearly thirty years. When I heard whispers that the Gallagher brothers might reunite, I didn’t believe it. They were still roasting each other online, and I’d been following Liam’s chaotic tweets long enough to know better. But then the announcement dropped… and I was gone.
I’d just returned from a couple of months in Europe, about to head off again for a wedding in Malta. Sitting at my kitchen bench, I thought: Why not take a punt? They probably wouldn’t tour Australia. But I could go see them in the UK.
I signed up for the ballot. Got through to ticket purchase. Sat in the Ticketmaster queue for forty-five minutes. Then there it was — nosebleed tickets to see Oasis in Edinburgh. It felt unreal. And what followed turned out to be one of the best examples of brand and fandom I’ve ever seen.
I’m in! My ticket confirmation email after sitting in the online queue for 45 minutes.
The Year of Eras (and My Own)
2024 belonged to Taylor Swift. The Eras Tour became a global phenomenon — $2 billion in ticket sales, the highest-grossing tour of all time. I wasn’t a Swiftie (all respect to her — she’s wildly talented). But 2025? That was my Eras year. Oasis Live ’25.
I booked my flights and lined up my trip with the Edinburgh Fringe Festival, the 75th anniversary of the Military Tattoo, and VJ Day. The city was bursting — 200,000 people came for Oasis alone. Three nights at Murrayfield Stadium, 70,000 fans each.
Still, I worried. Would they break up again before the show? Could they last long enough to play? Part of the magic of Oasis was always the chaos — the brothers’ infamous rift, the unpredictability. But nostalgia’s a powerful thing. I took the risk.
A charm I got from Pandora, a unique piece of memorabilia with the date engraved on the back.
A charm I got from Pandora, a unique piece of memorabilia with the date engraved on the back.
Edinburgh: The Revival
I landed in Edinburgh on August 9 after thirty hours of travel, stepping off the train into a city alive with Adidas jerseys, bucket hats, and beer. I arrived the night of the second show and could feel the energy in the air — pure, buzzing anticipation.
My gig was three days later, so I spent the time wandering the streets, soaking up the hype, getting an engraved charm from Pandora and visiting the Oasis pop-up store. About half the people I saw were wearing band gear. The marketing campaign was genius — every step of the process built hype and FOMO. Even the merch felt like part of the experience. The shop was chaos: walls plastered with album art, music blaring, people grabbing anything left — vinyl, onesies, tees, keyrings.
And then there was Adidas. The Band With The Three Stripes. A nostalgic range channelling Noel and Liam’s 90s style. I couldn’t find my size, but the whole thing nailed the retro feel — a nod to an era that shaped us. Seeing younger fans wearing the same looks we once did hit something deep.
Video of an Oasis-branded flag waving outside the Edinburgh pop-up shop, capturing the excitement of fans gathering for the reunion tour.
The Show That Sparked It All
When show night finally arrived, I was in the nosebleeds and couldn’t have cared less. The crowd was electric. Liam’s banter was sharp and included a mouthing off of the Edinburgh Council (they called the fans middle-aged men who take up too much room) and a dedication to Suzanne Boyle (she responded in style), the visuals stunning, and hearing those songs live again felt like stepping back into my own coming of age. I sang every word — Stand By Me, Roll With It, Wonderwall.
By the end, I was on my phone buying tickets for the Sydney show.
From the nosebleed section, a sea of fans, an epic stage, the atmosphere was electric.
From the nosebleed section, a sea of fans, an epic stage, the atmosphere was electric.
Homecoming
Back in Sydney, I finally scored some Adidas gear online, then lined up for the pop-up at Westfield. It was déjà vu — people rushing the shelves, cameras everywhere, the buzz alive again. I grabbed a tee, a coloured What’s the Story vinyl (perfect for the Weltron record player back home), a pen, keyring, and a onesie for my niece — she’s becoming a fan whether she likes it or not.
Waiting in line at Westfield Pitt St Sydney for the pop-up store to officially open.
Waiting in line at Westfield Pitt St Sydney for the pop-up store to officially open.
Brand Power and Belonging
Other brands were getting in on it too. Aldi renamed its Prestwich store Aldeh after a fan petition. Supernova Champagne launched. Aldimania bucket hats popped up. Lidl released a “Lidl by Lidl” jacket inspired by Liam’s Berghaus look. Even Oporto dropped a “Don’t Look Back in Hanger” campaign — I spotted the billboard on the M4 and laughed out loud.
This reunion wasn’t just a tour; it was a movement. Nostalgia collided with clever brand strategy and community-driven marketing. The brothers’ rivalry, the will-they-won’t-they narrative, the FOMO-driven merch drops — it all created an emotional ecosystem fans wanted to be part of.
Oasis didn’t just come back, they reignited their brand.
A merch haul for the ages, the power of branding, fomo and the best marketing campaign I’ve seen for a comeback tour.
A merch haul for the ages, the power of branding, fomo and the best marketing campaign I’ve seen for a comeback tour.
Rolling With It
This is what a fan experience should be — immersive, emotional, personal. When brands talk about connecting with audiences, this is the blueprint. Find where your people are. Speak their language. Be part of their story.
I’ll be at Accor Stadium this weekend, Oasis gear ready, still chasing that city-printed Adidas jersey. Maybe this piece is a love letter — to a band that soundtracked my youth, but also to the power of authenticity, community, and nostalgia done right.
For now, I’m rolling with it. Sorry, but not sorry.
