The summer music festival is a must-attend for Generation Y. So much so that in 2014 one in five millennials attended one of these events – many paying top dollar to travel significant distances for the experience. The music tour scene has become so much of a way of life for the millennial’s summer that it now dictates key markets as much as the mainstream summer fashion, television and film content and even lifestyle choices – in fact these single day to multi-day events are seen as a vacation for many.
In 2014, it was reported that 447 brands played a role in 300 music festivals worldwide. With so many brands searching for the perfect way to grab the millennial’s attention, brands need to be savvy about how they will stand out from the competition before, during and after the event. So how can these brands connect with their consumer in an already difficult, content-filled environment?