Problem under investigation: This exploratory study fills a gap in the literature by profiling ‘black diamonds’, the South African up-and-coming middle-class market, at live music concerts. Design, methodology and approach: A destination-based survey at five concerts in South Africa in 2012 extracted a sample of 164 black diamond attendees from the rest of the audience. The attendance motives of this sample were used to identify different market segments within the sample. Findings and implications: Factor analysis identified five key motives and five key management factors for a memorable experience, and a cluster analysis found three types of black diamond concertgoers: Enthusiasts, Sentimentalists and Novices. The three clusters differed significantly in terms of their socio-demographic and behavioural characteristics, and especially in terms of what they regarded as important for a memorable experience at a live concert. These results will enable managers to package live concerts accordingly in order to develop this market in South Africa. The research emphasises that attendees at live concerts cannot be regarded as homogeneous in terms of their profiles, needs and preferences.