Proper Marketing & Managing Of A Music Festival Is Even More Important Than The Artist Lineup

Posted at February 21st, 2017 | by Shivani Goel | in

There have been a number of cancelled events and festival recently, from the much coveted Eric Prydz show in Delhi, to the Mad Decent Block Party India tour that was supposed to happen this March. As fans and attendees, it is super disappointing when something like this happens and expectedly, the organisers have to take responsibility and blame. What we need to realise is that there are a lot of aspects in marketing and managing a music festival or event and it’s not always an easy task.

MDBP India Tour 2016, Delhi leg was cut. This year, all three shows were unexpectedly cancelled.

Branding, Marketing, and Sponsorships are some of the major elements that an organiser needs to take care of and they all go hand-in-hand. Gone are the days where attendees just accept whatever is thrown at them due to lack of knowing better. In the music obsessed age and unending number of events to attend, everyone’s a critic when it comes to how an event is organised. Music fans these days attend their fair share of festivals to know what goes and what doesn’t. We may be on the other side of the ‘festival season’, but it’s actually a year round business with events like the ADE Global Sessions and the Justin Bieber concert lurking around the corner.

ADE Global Sessions Mumbai 2016. They ensured their branding was on all possible paraphernalia.

The branding of a music festival is the base of a festival which should decide how you market it and what sponsors to take on. Now that music festivals have become rites of passage for today’s generation, brands are taking notice and have made their festival partnerships the centrepieces of deeper, fully integrated marketing campaigns. Notably, Budweiser has made quite a foray into the market by associating with a lot of artists and festivals. Other brands take up major sponsorship to become practically synonymous with a festival like Bacardi Nh7 Weekender, Absolut Enchanted Valley Carnival, and a lot more. For smart brands, festivals are an opportunity to help underwrite really remarkable cultural moments that are offline, tangible experiences and that mean something to the attendees.

Being the primary sponsor for Nh7 Weekender, Bacardi makes sure their branding is evident

For festival organisers, it is imperative to choose the right brand that gives the attending youth a relatable message. The target audience shouldn’t feel like some brand placement is forced just for the sake on sponsorship which also happens quite often. Integration, Innovation and a healthy dash of bravery are now the core tenets of the progressive brand activation. A way to manage all these aspects of a festival or event in the appropriate manner, would be to hire a festival consulting firm so you don’t miss out on anything or take a bad decision. Just last year, India saw the launch of it’s first such firm; Co-Cr8. They help brands in making valuable alliances and build key industry partnerships, identifying new revenue streams, and building on the ticketing ecosystem. They’re already associated with major players in the entertainment space like blueFROG, Ragasthan, ADE Global Sessions Mumbai, and GuestList4Good. Hiring such a firm would be a wise decision for a brand in the long run as Co-Cr8 would build value for all parties involved. Maybe if major players in the industry followed suit, we’d have fewer cancelled events due to lack of sponsors/ improper management, and more quality festivals that we all desire.

India’s first festival consulting firm, Co-Cr8

Shivani Goel

मुख्य लेखिका

TALK OF THE TOWN

Psy Legends Vini Vici Are Coming To India This November

Psychedelic Trance dignitary Vini Vici are planning an India tour later thi ...

20 Night Clubs In India That You Need To Party At

There are very little things that may beat going out partying that would ma ...

One Republic Are Coming To India Next Month

One of the greatest Pop-Rock bands of our time are hitting up India next mo ...

Troyboi Is Coming Back For An India Tour This Month

It seems like Troyboi will be coming back for more after his debut India to ...

Cafés In Mumbai That Won't Burn A Hole In Your Pocket

Mumbai is yuuge and as a result there are loads and loads of quirky and min ...

10 Night Clubs In Mumbai That You Must Party At

Not every soul would agree but Mumbai is the most exquisite city when it co ...

TRENDING

Ananya Birla Releases New Pop Gem That Will Make You Light Up

There's a song for just about every occasion, but if you're in the mood for ...

Rapper XXXTentacion Shot Dead At 20

One of the greatest young up & comers we have ever seen has been plucke ...

Martin Garrix Just Delivered A Chill-Pop Track With Khalid And Blew Our Minds Away

Martin Garrix is back with yet another chartbuster tune 'Ocean' with none ...

Tomorrowland Release Mind-Blowing Trailer For What They've Got In Store For Next Month

400, 000 people will come together once again in Boom, Belgium for the grea ...

Kygo x Imagine Dragons' 'Born To Be Yours' Is As Magical As You'd Expect It To Be

The founding father of tropical house, Kygo along with Imagine Dragons is s ...


Find Events

In your city, in your neighbourhood. Coming soon.

What’s Trending

What trends never ends.

@grapevineonline

Follow Us on Insta for #GVOStuff