Just what is it about Music Festivals that work so well?
Music is one of those universal languages among mankind. Music festivals are a common thread that brings people of varying interests together to enjoy the rhythms and melodies of their favorite artists and acts. Brands have a very particular set of demographics they’re looking to communicate with. Who are they? They’re affluent, they spend money, they’re tuned in, they live for the experience. Who could it be? You guessed it. Millennials.
Coachella Music Festival
Every April, thousands of music-loving, passionate, affluent festival goers venture into a desert valley for several days worth of their favorite music and art at Coachella. The festival has long been synonymous with celebrities and it’s unique parties. Coachella is a great opportunity for brands and influencers to engage with audiences in an environment that emphasize experience.
Similarly, SXSW, Lollapalooza, Bonnaroo and other music festivals are an opportunity for brands to not only sponsor the event itself, but brand activations such as parties, branded experiences, and custom tents. Festivals like this are all built around the experience. Brands that find a way to improve that experience for attendees at the festival by adding value to their experience are sure to come out ahead.
Teva Brand Activation at Bonnaroo Music Festival in Nashville, Tennessee.
Bonnaroo Music Festivals
Bonnaroo Music Festival is a four-day music festival in Nashville, Tennessee. The festival began with a focus on jam bands and folk rock, and in recent years pivoted to open up to more genres including indie rock, classic rock, EDM, hip-hop, and jazz. Many brands have experiential activations and art installations throughout the festival grounds. Bonnaroo overall is ripe for Experiential Brand Activations. Not simply in the festival but throughout the surrounding area.
Teva Brand Activation at Bonnaroo Music Festival in Nashville, Tennessee.
Why do Brands and Advertisers Engage with Audiences at Music Festivals?
Drawing over a hundred thousand attendees each and every day Music Festivals bring a massively engaged, affluent audience, made up almost entirely of Millennials.
This is a prime opportunity for brands to get exposure in the eyes of an ideal demographic with tons of purchasing power. Did you know that roughly 80 percent of Music Festival attendees purchase something to prepare for their experience? Of those, half buy shoes and two-thirds will buy clothing. Music Festival attendees are seriously ready to spend, and directing that attention has the potential to be lucrative for brands.
If you have questions about Music Festival Marketing, Brand Activations, Consumer Marketing or are looking to activate yourself, contact BeCore today!