Our research uses Rave as an example to demonstrate its significance and influence upon the self concepts and consumption behaviours of those who participate. It suggests that things may not always be what they seem, and that while we immediately tend to associate rave with working class youths, eager to get high on ecstasy, this is not necessarily the case. There are lessons to be learnt, as the leisure, tourism, music and advertising industries have already recognised, from developing an understanding of the behaviour of these consumers.