the trend towards brand marketing through music festivals

Considering the rapid growth and popularity amongst youth and younger people, with the dense convergence of particular cultural groups, music festivals provide a fantastic marketing opportunity for companies aimed at these markets. A prime example of such marketing is the Virgin music festival, involving international and Australian musical acts coming together playing under huge TV screens with the ‘Virgin’ brand posters, Tents, and TV screens blotted throughout the arena’s.

I have recently been involved in the production of such an event and have seen that the building of a ‘sense of community’ creates a stronger association with the particular brand/ product marketed. As far as music is concerned, the ‘event’ staged involved performances from popular hip hop artists, whom the targeted audience all had an appreciation for. In combination of this musical festival/ event ‘new products’ were launched along with the production of a television commercial.

The growth of such events proves how powerful music culture is in terms of tapping into the tribalistic nature of people and bonding community. Whether you like it or not, you’ve gotta admit, its a clever way to promote (using music as a driving force).

                                                Pic: Above the ‘Scion‘ music Event in the Nevada Desert

 

Posted By Adrian