PPB February 2020

Music Festivals Market Snapshot In the music festival market, bigger isn’t always better. Fans are increasingly seeking out smaller festivals that focus on a genre, community or theme. Often called micro festivals, these smaller music events provide a more intimate and unique experience for live-music lovers. For example, at the Secret Solstice Festival, held in Reykjavik, Iceland, fans can experience an event called “Into the Glacier,” which features a private concert inside a real glacier, complete with a DJ booth and seats carved out of ice. For a weekend pass under $200, they can see up-close performances from artists such as The Black Eyed Peas, Rita Ora, TLC and Jonas Blue. Smaller festivals don’t just offer a more distinctive experience—they’re also more affordable and accessible for many fans. Nielsen estimates that live-music attendees spent an average of $247 on tickets in 2018, which doesn’t come close to the cost of a weekend pass for many of the biggest music festivals. No matter the size or setting of the music festival, brands can stand out by adding value to the fan experience. At last year’s Governors Ball Music Festival, held on Randall’s Island in New York City, Johnson & Johnson’s haircare brand OGX hosted a beauty playground in general admission where festivalgoers could get their hair done by stylists. At Austin City Limits, held in Zilker Park in Austin, Texas, American Express opened up a two- story house with plenty of amenities for cardholders, including custom flags that festivalgoers could wave out the windows. To succeed, brands must look for ways to cater specifically to festivalgoers and elevate their experience in some way. Source: Largest.org The Country’s Top 10 Biggest Music Festivals 1. SummerFest Milwaukee, Wisconsin: 800,000 attendees 2. Coachella Indio, California: 600,000 attendees 3. Austin City Limits Austin, Texas: 450,000 attendees 4. Essence Festival New Orleans, Louisiana: 450,000 attendees 5. New Orleans Jazz and Heritage Festival New Orleans, Louisiana: 425,000 attendees 6. Lollapalooza Chicago, Illinois: 400,000 attendees 7. Electric Daisy Carnival Las Vegas, Nevada: 400,000 attendees 8. Ultra Miami, Florida: 330,000 attendees 9. Life is Beautiful Las Vegas, Nevada: 175,000 attendees 10. Kaaboo Del Mar, California: 125,000 attendees GROW 38 | FEBRUARY 2020 |