Even though the music scene is struggling with album sales, summer festivals, like the Coachella event that took place this past weekend, continue to be a huge draw.
Marketers will be flocking to these events all season long, and have already begun with the Coachella event. Companies like Heineken, Red Bull, Samsung, H & M, JBL and Sephora all took part in the highly successful event, part of the $1.34 billion that will be spent through sponsorships over the next few months. This marks a 4.4 percent increase from the prior year, according to a report from IEG.
“If you’re a brand you want to be associated with someone having a transformational moment in their life,” said Chad Isaaq, executive vice president of business development and partnerships for Superfly Productions. That company is known for creating some of the bigger festivals around, including the Bonnaroo event in Manchester, Tennessee.
Some companies have even gone as far as creating their own promotional events at these venues, such as the Red Bull Music Academy in New York. “There’s been increasing interest from brands to take greater ownership in the festivals and events they support,” said Chris Johns, director at brand and music strategy agency Frukt.
This isn’t a new trend, as 447 brands took part in 300 music festivals worldwide, with the number continuing to climb. “When we started nine years ago, there weren’t that many big music festivals in the U.S.,” said Matt Frampton, VP of advertising for Pitchfork Media. “Now, there are more opportunities for brands to be involved.”
Look for plenty of advertising with these events this summer.
Source: AdAge
