ROUND ROUND BABY: CROWD-CENTRED STAGING
We’re living through the Boiler Room generation. They don’t want to be watching from afar, they want to be in the thick of it! We’re seeing more and more DJs and acts demanding their stage be smack bang in the middle of the crowd with 360-degree stages, not towering over everybody. It’s all got much more grassroots and connected. 2024 is all about bringing music fans as close to the music as possible!
Mark Noble – Marketing Manager, Heineken said, “This year The Heineken House makes its debut at Electric Picnic. We’ve completely reimagined how we show up, refreshing our production set up to ensure our fans get the most out of the experience. Festival goers want to be in touching distance of their favourite DJs, and that’s exactly what we’re going to offer them next month in Stradbally.”
FESTIVALS ARE A THEME SPORT
Elaborate staging is not just reserved for global live acts anymore. In an era where everything is filmed, DJs are turning their two-hour sets into theatrical performances with themed production and visuals. Acts like Kaytranada and Charlotte De Witte, elevated their 2 hour DJ sets at this year's Sonar festival, telling a story through next-generation production.
Eoin Cregan - Founder, No Sleep Club said, “DJs are becoming more and more creative when it comes to their festival shows. They want to offer the same full show experience as their live music counterparts. We’re seeing more of this move from audio to full audio, visual programming and smartphones are lapping it up!”
NOSTALGIA NEVER DIES
Pop nostalgia is alive and kicking. At Glastonbury, festival-goers swarmed to see Avril Lavigne and Sugababes, who were tucked away in the festival’s smaller performance areas. Organisers might have underestimated their appeal, but the fans certainly didn’t. The Guardian reported that Avril’s Greatest Hits show was so packed, they had to close off her stage. Sugababes fans faced a similar fate, with security stepping in to manage the throngs of latecomers. As one X user, @blake2108, put it:
“People still whinge about pop artists at Glastonbury but Avril Lavigne and Sugababes (the latter for a second time in three years) have literally had crowds so big people were being turned away so what now????”
FASHION STILL TAKES CENTRE STAGE
Festival fashion is still the top priority for festival goers. This year glitter, biker jackets, slogan tees, statement sunglasses and, randomly, jorts?! (denim shorts) are all showing up in fields around the world.
A FESTIVAL FOR ME
The diversification of festivals is exploding globally. Fans are seeking out festival experiences that represent their interests – no matter how niche they are. From family-friendly spaces to obscure music genres, wellbeing and even digital detox gatherings, there is a festival for absolutely everyone to enjoy.
IT’S NOT JUST A SUMMA THING!
Festival gatherings don’t need to be confined to just 3 months of the year – city music festivals like ADE in Amsterdam or Miami WMC attract thousands of people every year who like to keep the festival spirit alive year-round.
BRAND TAKEOUTS
Much like any cultural movement, festival behaviours change year on year. Ask yourself, is my staging representative of the audience behaviours this year? Does our merch feel like something people would wear long after they pack their tents up to go home? Is my brand even activating at the right event? Festivals can be one of the firework moments in the marketing year – become obsessed with what the fans want and give it to them! You’ll be the headline act if you do!
OTHER NEWS FROM THINKHOUSE
This week we worked with Purpose Disruptors to host some of Ireland’s top creatives from 10 different agencies to begin work on a very special campaign. Inspired by our Good Life 2030 Citizen Vision report & funded by Creative Ireland, this project invites collaboration like never before across Irish adland to inspire climate action. Follow the journey via @goodlife2030ireland on Instagram.