PollStar Live! Is an annual conference in Nashville that brings together music execs, booking agents, management and marketers to discuss all things related to live entertainment and events. Among these groups, topics range from marketing, to industry futures, event sales and everything in-between. So what did we learn to share with our clients and potential sponsors looking for activations in the music festival and event spaces?
First, a Few Festival Insights
Music festivals have an extremely busy and exciting space; more festivals pop up each year, all of them carrying a set of unique offerings. The industry continues growing steam with the expansion of genres like EDM, which has recently come into the mainstream fold. For touring artists, the festival track is now anchored into their schedules. Another observation is that performers no longer play just one or two of the big festivals; they are often etched into lineups across the country. With this surge in festival demand, more artists must comply with a festival’s radius clause – a type of non-compete agreement prohibiting an artist from performing within a set range of miles of a festival for a period of weeks before and after the event.
What does this mean for brands sponsoring these events? It means there is an audience of people ready and willing to pay top dollar to see their favorite acts, as it may be the one opportunity to do so during the season. These folks are already captivated and eager for a highly emotional, exciting experience. What a place for a brand to activate and make an impression!
So how does a brand maximize their participation in a festival in a way that aligns the brand with the event and reaches the audience? There are many ways.
Leverage the Anticipation
Music festivals have a tremendous hold on their followers; the large-scale events can sell tickets even before the lineups are announced. This indicates a hyper-engaged audience that is committed to the festival brand as much as they are to the artists that perform. Throughout the fall and winter months, fans stay plugged in through social channels and email subscriptions to have access to breaking news and exclusive opportunities. From promotional giveaways to ticket presale announcements, there is ample opportunity for brands to attach themselves to the outpouring of festival messaging.
Embrace EDM Culture
Even if you’re personally not a fan of the pulsating, beat-dropping Electronic Dance Music (EDM) genre, there’s a good chance your audience is. No longer are EDM acts limited to one or two small stage performances; DJs like Tiesto or David Guetta are headlining festivals. In addition to attracting a younger audience that is more willing to give information, the prominence of EDM artists also extends engagement into the night with laser-saturated, neon-clad dance parties.
The surge in EDM’s growth can only be attributed to the Internet – more specifically, access to music via digital music files and social media channels. Budding or amateur DJs have been able to effortlessly share their work with a culture of synth-hungry millennials across a myriad of platforms. For a deeper look, check out this interesting read, The Economics of Electronic Dance Music Festivals.
Bump up the Value Exchange
Every brand wants consumer data. Names, home address, email address, interests, opinions – and more. It is possible to get all of this information from festivalgoers, but not without a good trade-off. Sampling is a great way to do this: Provide a service or product that is can enhance the festival experience. It could be a chance for a ticket upgrade, a branded water bottle or even access to an exclusive area. Something the audience can use is a great way to hook a consumer and get them remembering a product long after the event.
Identify a Post-Event Strategy
With all the data you collect, it would be a shame to allow it to wilt in an excel sheet somewhere. Instead, put that valuable info to work. A simple post-event email with some kind words and a coupon can carry your activation’s impact beyond the festival grounds. Plus you can track who actually redeems the discount and where. But you don’t have to stop there; information you collect from consumers can illuminate important insights and shape future activations.
At their core, music festivals celebrate experiences. People to spend hundreds of dollars to see their favorite artists share stages and deliver exclusive performances. But that ticket provides access to so much more: a community of like-minded young people, hipster-perfect Instagram posts and priceless memories. How can your brand enhance that experience?
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