The right way of telling people?
Effective music marketing involves spending money on the
overall consumer experience but most importantly it needs to then be communicated to consumers in the right
way. This involves integrating social media - 70% of people now say they find
out about a festival through Word Of Mouth - Companies can assume WOM
social media now. Artists have used link and video-based social networks
as their chosen method of communication over the last few years, which makes sense given that artists
typically want to share sound. However, visual (image-based) social networking is on the rise with platforms like Path, Instagram and Pinterest are
hugely popular and new platforms are appearing regularly.
‘Is the Festival business dead’?
The answer is unmistakably NO it’s not but the days of opening a field and putting a few acts
on and not really providing much quality is gone.
industry it’s vital to ensure time, effort and money are spent in making the
brand very strong. The industry needs to ensure that customers want to come to the
events and that the relevant acts are there too. What you have to be really careful of in the UK, is that experiences are priced in the right way. A challenge faced in
the industry is the increasing affordability and desirability of going abroad
to experience festivals. Events here, must be priced appropriately with the
value obvious to see in order to entice those consumers who can easily fly to Croatia and have an experience of pretty much the same acts in the sunshine. There
is also a need to be wary that it is not seen as a solely UK business, but Europe
wide and that those brands are relevant across those networks.
is in robust health but changes must be made in how consumers are targeted, how
content is provided and most importantly that conversations are on-going
– Festivals should not be seen as just 4 or 5 days in summer sunshine, they’re a
365 day a year communication channel of which 4 or 5 days a year happen to be
when it comes alive.
Creating value for money, Creating
Music marketing partnerships must create enough ‘other
stuff’ at Festivals and venues that add value to the user experience. The consumer then feels 'yes I’m paying £X but I’m
getting the best weekend/time of my life, I’m getting that memory created forever,
it’s the thing I’m going to talk about with my friends for the next 15 years'.
An example Live Nation are citing at the moment in sport is
that people will go to Twickenham for 7 hours for effectively 80 minutes of
rugby. However that desire to experience a day at Twickenham is because of all the other activities that happen there and that’s what the music event business has got to understand. People
will come to an event such as a Festival for 4 or 5 days and in reality the headline
acts only perform for 4 hours of that, so what are people doing for the other
65 or 70 hours that they are there?
Understanding and focusing on this, is key
for music marketing right now.