Many people mistakenly believe that concert and festival marketing are done in the same way. While they may use similar marketing channels, the strategies for planning and targeting these events differ significantly. Concert-goers and festival-goers have distinct personas, motivations, and preferences when it comes to live experiences. Despite some overlap between the two, maintaining a consistent brand identity for each event is crucial to avoid promotional mishaps and ensure the success of a festival or concert marketing campaign.
Independent venues are finding new ways to tailor packages and offer exclusive passes that cater to their audience’s growing appetite for customization and the VIP experience. Festival organizers are adding new activations/exhibitions to their events (think wine tasting at an art festival) to excite and engage more people and boost festival attendance.
Technology is also reshaping the industry. Advances in data gathering, analysis, and tracking technology vastly improve how events are planned and managed. Social media channels have been a cornerstone of event marketing and promotions since becoming mainstream and will continue to be that way. As fans build communities of like-minded individuals, they organically share their excitement far and wide through social media. These trends drive growth in the ability of festivals and concerts taking place at independent events space around the world to promote their events and engage with attendees. Data gathering and social media utilization will continue to dominate the process of marketing concerts and festivals.
Concert Audience Overview
Concert-goers tend to have more niche interests. They are individuals who share the fandom of an artist—ultimately making the artist’s fan persona the focal point of concert marketing. Some venues might be so rich in history or have a reputation for leveraging their efforts to reach potential attendees that the performer is only part of the draw.
However, most independent venues do not have this luxury and rely on the artist’s brand and fandom to drive their ticket sales. Artists doing a headline tour have established fanbases which they can lean on to promote events, most effectively via social media. Paid media, particularly digital advertising, is an effective way to reach this audience because of its scalability and targeting features.
Concert fans likely place more importance on the amount of access they have to this artist in a concert setting. For this reason, it’s very common for entertainment venues to provide VIP experiences, e.g., backstage passes, meet and greet photo opportunities, receptions, special seating, merchandise, etc. and a fan zone apart from GA and other ticketing tiers.
With the noteworthy exceptions of “Swifties” and fans of a few world class entertainers, concert goers do not travel very far to attend a concert. In a pre-Covid study, Ticketmaster found the average fan travels 43 miles to attend a concert with about 10 percent traversing 100 plus miles to see a show.
A 2023 survey of over 3,000 Americans by Upgraded Points found that the average American was willing to travel over 600 miles to see their favorite artists live and that Gen Z are the biggest fans of live music and are willing to travel the furthest to hear it – over 800 miles. Of course these are fans of world-reknown artists such as Taylor Swift, Beyonce, and BTS.
Festival Audience Overview
On the other hand, festivalgoers tend to have a different attitude which is geared more towards the actual overall experience that occurs. They seek a connection with the festival that extends beyond a single artist. These fans value discovery, community, and atmosphere. Festivalgoers likely share the same values as the festival they attend. Each festival also has its own brand identity separate from the artists or exhibitions they book. Festivals must lean into their brand identity to stand out in the highly competitive festival environment.
Festivalgoers can be segmented into three general target markets according to Eventbrite: “Hardcore festies” account for 20% of all festivalgoers and attend an average of five to six festivals each year. “Moderate festies” are the majority at 50% of all festivalgoers and attend two to three festivals each year. “Casual festies” are 30% of all festivalgoers and attend one festival each year. Half of the hardcore festival attendees have traveled outside of their state or province to attend a festival. Nielsen found that festival fans travel up to 900 miles to attend a festival. The pre-Covid Ticketmaster study that festival attendees spent 3.14 hours behind the wheel compared to 1.54 hours for concert goers.
Traditional Marketing – Above the Line Marketing
Radio remains a powerful medium for concert promotion, especially for reaching local audiences. Typically, this is a relatively inexpensive mass marketing channel that reaches a consistent demographic of people. Ads can be targeted to specific stations that match the musical genre of the concert, effectively reaching fans who are already likely to be interested in the music taking place at the event.
A variety of factors determine if radio is the right fit for your venue, reference TSE’s take on these variables in this post on event marketing using radio. Newspapers, magazines, and posters are also effective for promoting concerts, particularly in local markets. Print ads in music magazines, local activity directories, or local newspaper entertainment sections can attract readers who are looking for live events to attend.
Some traditional media to avoid for concert marketing are billboards and TV advertisements. These two marketing channels are typically costly and are known as “Above the line” methods. Although radio and print are also ABL methods, these channels likely focus on a niche genre or location, making them a viable marketing strategy. On the other hand, mass media TV commercials and billboards reach large audiences, resulting in unfiltered and untrackable reach, which is less than ideal for smaller venues. You can mitigate costs to some extend by using cable television advertising and digital billboards if you research says that you can reach your target audience using these channels.
Festivals use billboards, banners, and posters and other mass media in high-traffic areas to reach a wide audience. Given the expansive nature of festivals, outdoor advertising helps in creating widespread visibility. This technique is more useful for festivals because of the importance of branding, much like big tech companies. Using these festival marketing channels is an excellent opportunity to display brand identity.
In addition, PR campaigns play a crucial role in festival promotion. Press releases, media coverage, and interviews with festival organizers or performers can generate significant media buzz and enhance the festival’s profile. This is an excellent way to improve your brand’s positioning in the industry. Collaborating with local businesses for cross-promotions can also enhance the festival’s reach. This can include flyer distribution, in-store advertisements, and co-hosted promotional events.
Digital Marketing – Below the Line Marketing
Social Media & Technological Advancements
Both concerts and festivals benefit from advancements in technology and the influence of social media. Improved data collection methods allow organizers to understand audience preferences, optimize amenities, and tailor marketing efforts more effectively. Tools using big data technologies, CRMS systems, geofencing, and digital marketing help guide decisions to more effectively address the needs of their fans. Reference TSE’s recommended social media event marketing practices article.
A subset of social media marketing is using social media influencers to market your concert or festival. Influencer marketing can be a game-changer when it comes to promoting live events. Influencers have the unique ability and platform to connect with their audience on a personal level and create authentic content, making them valuable partners in generating excitement and driving attendance.
Festivals lend themselves to organic social media marketing. This is because of the community aspect of the event. Festivals rely on the natural engagement of followers and attendees. The interactions on social media are essential for fostering a community atmosphere and long-term festival brand growth. Studies by Buffer show that organic social posts and earned media have significantly higher reach and click-through rates. Successful festivals encourage social media posting supplying props, real time social media displays, and other ways for attendees and fans to post on social media.
Partnerships & Sponsorships – Local or Corporate
Most people think of sponsors as contributing funds in return to access to the festival or concert’s fans. From a concert or festival marketing perspective they do much more. The right sponsors add credibility and their fan base to festivals or concerts. Credibility is critical for the event’s brand identity. Their sponsorship is a testimonial or recommendation for the event. Sponsoring brands will also market the event to their customers and fan base as well. Brands sponsor concerts or festivals because they align with the characteristics of their customer and fan base. They also know how to reach them. A brand sponsoring partnership can have a significant effect on concert or festival marketing efforts as these brands reach out to their target audience on the event’s behalf.
Concert or festival sponsorship development is most effective when chosen based on the relevance to the artist’s brand and audience demographics and interests. This creates a cohesive experience for attendees and adds value to the event.
Smaller independent venues should place importance on local businesses for sponsorship. These parties will have more reach in the local community than large corporations. Furthermore, they are more likely to be involved in innovative ways to implement sponsorship.
Sponsoring partnerships often support exclusive offers like meet-and-greet passes, backstage access, or branded merchandise, enhancing the concert experience. Make sure your sponsorship plan aligns with your target audience. You can read more on key considerations in venue or festival sponsorship development in this post.
Festivals partner with a variety of sponsors to provide a range of experiences. From food and beverage businesses to lifestyle brands. These partnerships are chosen to enhance the overall festival atmosphere and contribute to the theme. It’s important to research the value of these potential sponsors to make sure they align with your festival brand and audience to avoid promotional mishaps.
Festivals can also approach large corporations for sponsorships due to the expansive nature of festivals and potential assets. You can read more about festival’s unique sponsorship advantages in this post. Larger brand have the financial to sponsor installations, booths, immersive experiences, stages, performances, etc.
Sponsors often create interactive zones or activities within the festival, providing memorable experiences that engage attendees and promote the sponsor’s brand. This is beneficial for both parties by eliciting positive brand associations and increasing visibility. Attendees enjoy unique experiences that enhance their festival enjoyment, while sponsors gain exposure and direct engagement with their targeted audience. Need to iron out your festival sponsorship plan? Learn more about why many get it wrong regarding festival sponsorship.
Ticketing Strategy – Tiered, Dynamic, or Variable
Concerts frequently offer tiered pricing with options ranging from general admission to VIP packages. This caters to different segments of the audience and maximizes revenue. Most concerts utilize variable pricing models where ticket prices change based on time to the event and demand. This approach can also optimize sales and revenue. The economics of concert ticketing can be tricky. It’s important to understand the issues involved with raising ticket prices and how to optimize your ticketing strategy.
Festivals offer many if not all of the same ticketing strategies as concerts. However, because of the fact that festivals take place over a longer time and in an expansive open air venue they have the ability to offer more ticketing options and tiers than concerts.
Festivals want to encourage commitment from their potential attendees. Often done so by emphasizing early bird tickets at discounted rates to incentivize further purchases and gauge interest than a concert might do. This helps the festival’s attendance forecasting and increases the size of audience engagement opportunities.
Festivals engage in tiered ticketing, which allows attendees to exclude/include certain services based on their needs. They also can increase the number of VIP experiences for sale. Secondly, ticket packages that include accommodations, transportation, and exclusive VIP experiences can attract attendees who must travel longer distances to attend and enhance their overall experience.
Case Studies – Breakaway & Stiefel Theatre
Breakaway Music Festival: The Breakaway Music Festival has successfully carved a niche in the competitive festival market by embracing a multi-city approach and focusing on the millennial and Gen Z demographic. Breakaway offers a diverse lineup of EDM and pop artists, appealing to a broad range of music tastes.
To effectively market the festival, Breakaway leverages social media campaigns, emphasizing user-generated content and influencer partnerships. Breakaway exhibits a student ambassador program that incentivizes individuals to promote the event. They use platforms like Instagram and TikTok to create buzz, encouraging attendees to share their experiences and generate organic promotion. The festival also sponsors small events in the surrounding area to increase brand visibility. Similarly, they host DJ contests in surrounding college campuses to participate in alternative installations like a silent disco.
In terms of branding, Breakaway maintains a consistent aesthetic and thematic identity across all its events, ensuring that each festival reflects the overarching brand. This strategy not only enhances brand loyalty but also helps in building a strong community of repeat attendees who trust the Breakaway brand to deliver a high-quality experience.
Stiefel Theatre (Salina, KS): The Stiefel Theatre in Salina, Kansas, offers a prime example of effective concert marketing for independent venues. The theatre, known for its historical significance and intimate setting, hosts a variety of artists across different genres, from rock to country to classical music.
To attract concertgoers, the Stiefel Theatre leverages its historical appeal and unique aesthetic to position itself as a premium location for live music. The marketing strategy includes a mix of traditional and digital marketing channels. Local radio and print advertisements target the regional audience, while digital campaigns on social media and email marketing reach a broader demographic. The theatre also partners with local banks, hotels, and restaurants for cross-promotional efforts, enhancing community engagement and increasing alternative revenue streams.
A key component of the Stiefel Theatre’s success is their variable ticket pricing model allows them to adjust ticket prices based on demand, optimizing revenue and ensuring maximum attendance. They also focus on personalized customer experiences. By offering VIP packages, meet-and-greet opportunities, and other exclusive experiences, the theatre adds significant value to each concert, encouraging higher ticket sales and fostering loyalty among attendees.
Conclusion
Concert and festival marketing strategies share many common approaches. However there are distinct differences because of their event and audience differences. Concert-goers are driven by a deep connection to the performing artists, making the artist’s brand central. Festival-goers seek a holistic experience with discovery and community, which requires a strong festival brand identity.
Leveraging technology and social media has proven effective for both types of events, but don’t underestimate the value of traditional marketing channels and strategic sponsorships. They can significantly boost your reach when tailored to the specific purpose of your event. At the end of the day, understanding your target audience, what motivates them, and maintaining a consistent brand identity are the keys to successful festival or concert marketing.
https://www.eventbrite.com/blog/music-festival-demographics-ds00/
https://buffer.com/resources/organic-vs-paid-social-media-the-ideal-hybrid-strategy/
https://www.adogy.com/terms/festival-marketing/
Concert Road Trips: How Far Do Fans Go to See Live Music? (ticketmaster.com)
