Marketing your Music Event


Any creative team can attest to the complicated nature of marketing their brand for large-scale events. Music festivals are great for reaching new customers and also existing demographics, but doing it right is critical to your brand’s success. Here are a few tips for confidently producing music festival activations.

Know if you’re in or out

It’s important to consider if it makes sense for you to participate in the event, to begin with. Aim to partner with festivals that match the lifestyle of your brand. If you’re a large corporation and recognizable on a nation-wide level, it doesn’t make much sense for you to expend a ton of energy and resources trying to be apart of a music event that encourages local knowledge, fare, and experiences.

Know your audience

The majority of festivalgoers are Millennials. They’re pro-authenticity and want a unique and all-new experience. Since many festivals span over the course of a few days, there is ample downtime for people to explore the festival grounds. This is your prime opportunity to show them what you’ve got! This could be anything from a charging station to an air-conditioned lounge. Whatever it is, make sure your offering is useful and fulfills a need. Otherwise, you run the risk of coming across as intrusive and unnecessary.

Know your goals

You want to be remembered, right? That means you’ve got to create more than just a few banners to promote your presence. Creating an experience for consumers is not only wanted but essential to your success. Also be mindful of the opportunities for ROI that come with working alongside sponsors that support your brand and mission. If you play your cards right, there’s likely the chance for cross-promotion throughout the year via any sponsorships. It’s definitely about relationship management.

With over 50,000 attendees at these festivals, it’s a good opportunity for you to capture the attention of all those eyeballs! Just make sure you’re getting as much as, if not more than, you’re putting into it. Feeling a little lost? Read our article, The Basics: Experiential Marketing with Shipping Containers.