An Analysis of Australian Music Festivals in 2018 (By Someone Who is Completely Unqualified To Do So)

As someone who has never actually been to a music festival (soon to be rectified in July), I like to think I know I fair bit about them. I mean, it doesn’t take a genius to figure out the ‘basics’ of every single Australian music festival on the festival calendar. I’m serious, just go and have a look through the Instagram tags and you’ll learn everything there is to know about them.

Music Festival Starter Pack

But sadly, in recent years, music festivals have become less about the actual music and more about the promotion and marketing opportunities that the festivals create. What you wear has become more important than what band is playing next and the photos you take are more important than the friends you make. You don’t need to go to the festivals anymore because your entire Instagram and Facebook feed will be filled with images from every single moment of the festival within 24 hours. Yet tickets for said festivals are getting harder and harder to come by.

Why?

Because music festivals have become increasingly about perpetuating a persons’ brand across all media platforms. Say a girl wears a skirt from a ’boutique’ brand to a festival. She’ll (no doubt) take photos, post a couple of them to her Instagram, most likely tagging the brand and hashtagging the festival. This then leads down two different paths. The brand may take notice and potentially repost the girls’ photo of her wearing their clothing, which gives the girl positive exposure (and in this social media age, who doesn’t like that?) and the brand also gets exposure to a whole new market (being the girls Instagram following) by being tagged in the original image. Because she also hashtagged the image with the festival, thousands of other people will see the image, increasing both the brand and the girls’ following. Plus, its inevitable that her followers and friends will find themselves suffering from a case of FOMO (fear of missing out). A similar pattern can occur across all media platforms including Facebook and YouTube.

This increase in the need for people to share their lives on social media, specifically when it comes to music festivals, has also led to an increase in transmedia advertising for brands generally linked to music festivals. And this trend shows no sign of slowing, whether this is a good or bad thing, we’ll just have to wait and see.

Catch ya on the flip side,

Jess x

 

 

2 thoughts on “An Analysis of Australian Music Festivals in 2018 (By Someone Who is Completely Unqualified To Do So)

  1. As someone who has been to quite a few festivals, you are completely correct! Your ‘brand’ has become so much more important than spending time with friends or enjoying the music and many brands, companies and the festivals themselves are benefitting from the change in attitudes regarding festivals. I really enjoyed your explanation of this theory, it was clear and concise but still interesting to read. I also liked how you included a starter pack (which is very accurate) as it gave some background information on the topic you were discussing as well as adding some humour. There were a few grammatical errors throughout but they are an easy fix. This was a great blog, very informative and I really enjoyed reading it.

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  2. I am one who is truly a huge music enthusiast, I enjoy live bands and the feeling you get when you are apart of something greater than yourself. This simple event called a music festival has the strong ability to bring together a large audience through ‘Transmedia’. In your blog post, I highly agree with your statement that the multiple platforms of media such as social media engagement etc have the ability to connect people to this event, encouraging those to join. Transmedia has a way of marketing to a large audience without actually costing any money. I enjoyed your use of humor and the use of mediation to really give us a humorous insight into the target audience in which you are relating the topic too. Well done!

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