PPB February 2020

Who Are The Music Festival Superfans? Eventbrite calls them “hardcore festies”—those music festival superfans who outrank casual festivalgoers in VIP purchasing, social influence and almost every other aspect of attendance, spending and engagement. Here’s a closer look at this coveted demographic. Hardcore Festie Casual Festie Average annual festival attendance 5-6 1 Plans to attend more festivals in the coming year 69% 41% Average spend for a festival ticket $208 $117 Would rather see their favorite artist at a festival over a concert 67% 46% Posts on social media while at a festival 81% 57% Would go alone to a festival they really wanted to attend 69% 47% Have purchased a VIP ticket in the past 74% 26% Source: Eventbrite Source: Cloud Cover Music Top Five Most Memorable Festival Artists Cloud Cover Music surveyed festivalgoers about their favorite performers of all time. Here’s who rose to the top: 1. Red Hot Chili Peppers 2. Jane’s Addiction 3. Kendrick Lamar 4. Beyoncé 5. Tiësto Most Active Music Festival Sponsors These brands are the most active sponsors in terms of share of sponsorship. • Anheuser-Busch InBev – 51% • Uber – 21% • Brown-Forman – 19% • Fifth Generation – 17% • Miller Coors – 17% • PepsiCo – 16% • Heineken – 16% • Coca-Cola – 14% • Diageo – 14% • E&J Gallo – 12% • Deep Eddy Vodka – 12% Source: Statista How Do People Hear About Music Festivals? • Radio, TV or satellite radio – 54% • Artist – 53% • Ticket provider – 52% • A friend’s post on social media – 50% • Friends – 46% • Online ad – 45% Source: Eventbrite | FEBRUARY 2020 | 39 GROW