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.
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.
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,