Opportunities through Music Festivals
This past weekend in my hometown, Atlanta, Georgia, Music Midtown took place in Piedmont Park. With headlining artists like Mumford and Sons, Bruno Mars, Future, and Blink-182, the music festival drew fans of all kinds. The variety of people attending in the event not only gave great exposure to artists but also brands sponsoring or setting up booths at the event. Music Midtown is not the only music festival that provides such opportunities, but all music festivals provide ample chances for companies to market their products and services to a wide range of people that they may have not considered in their initial target market.
Music Midtown is a great example of different types of people attending the event. Though music festivals typically seem like they would attract a younger, millennial crowd, an event in Atlanta where attendees are able to commute from home or stay in a hotel downtown may have attracted many older people. Additionally, this festival is not directed towards one music genre but many. From rap to pop to rock and alternative, fans of all types congregated into one crowd. From this, fans gained exposure to many bands they may not have previously heard of or listened to. From this, artists were practically paid to gain exposure to new crowds. After the event, fans could leave and purchase albums, share with friends, and individually post about new bands or artists they discovered at the music festival.
Companies are also given the opportunity to sponsor the event, gaining a lot of exposure at the event. These companies provide services throughout the weekend to benefit attendees and even potentially gain revenue. Sponsors of music midtown include Bank of America, Honda, Coca-Cola, Twix, Stella Artois, Sierra Nevada, Jack Daniel's, Svedka, W Atlanta Midtown, and Uber. The Music Midtown Twitter marketed for many of these companies also, broadcasting the available services through each company during the weekend. Pictured below are examples of this:
Like many festivals, Music Midtown created a recap video for each day, posted on their twitter. This not only reminds attendees of the fun they had and bands they experienced, but it also allows those who didn't attend the event to see what it was like. This is a great marketing tactic for festivals because it could draw more attendees for the following year. This ends up just expanding the opportunities. Below I have included examples of recap videos of other music festivals.
Music Midtown is a great example of different types of people attending the event. Though music festivals typically seem like they would attract a younger, millennial crowd, an event in Atlanta where attendees are able to commute from home or stay in a hotel downtown may have attracted many older people. Additionally, this festival is not directed towards one music genre but many. From rap to pop to rock and alternative, fans of all types congregated into one crowd. From this, fans gained exposure to many bands they may not have previously heard of or listened to. From this, artists were practically paid to gain exposure to new crowds. After the event, fans could leave and purchase albums, share with friends, and individually post about new bands or artists they discovered at the music festival.
Companies are also given the opportunity to sponsor the event, gaining a lot of exposure at the event. These companies provide services throughout the weekend to benefit attendees and even potentially gain revenue. Sponsors of music midtown include Bank of America, Honda, Coca-Cola, Twix, Stella Artois, Sierra Nevada, Jack Daniel's, Svedka, W Atlanta Midtown, and Uber. The Music Midtown Twitter marketed for many of these companies also, broadcasting the available services through each company during the weekend. Pictured below are examples of this:
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