‘You have to box clever’: Mustard Media’s Sian Bennett on how festivals can thrive through data

Finally, some good news in the UK…at least when it comes to our events industry. Earlier in February, the event marketing company Mustard Media announced it had helped drive £166 million in ticket revenue for its music, sport and hospitality clients. The report highlights many success stories. A TikTok campaign for Reading & Leeds Festival […]

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‘Fans don’t just want music. They want scenes, experiences, and identity’: Michael Adex on how festivals can break new artists

Discovering the next big thing is a multi-billion pound industry. The CMATs of this world don’t come overnight. They are born through countless meetings, focus groups and dozens of executives all bringing their two cents to the table. It’s largely remained that way since The Beatles proved there’s big money to be made in boy […]

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‘Community is key’: four insights from Future of Festivals CEO Robert Stolt

It’s hard to predict the future, but some of us can try. For the festival industry, that comes in Future of Festivals. The person behind this is Robert Stolt. Robert is the CEO of Future of Festivals, which welcomes over 8000 delegates, more than 350 exhibitors and 150-plus speakers to Berlin each year. He’s also […]

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Bottle service and banging toilets: the VIP-ification of music festivals

I’m sat on a crisp white sofa overlooking a stream of pristine men, women and everyone in-between filtering in to Harrogate’s Love to be Festival. The one-dayer, being held on a reassuringly warm day in September, was founded in 1994, a time when DJ culture met mainstream celebrity. While Love to be leaned into the […]

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‘We can book risks. We know the audience will come with us’: how Pitchfork London turns online influence into live experiences

For decades, Pitchfork has acted as a music tastemaker for generations of fans. Whether it’s breaking rap acts that became megastars to forcing apologies from pop stars over, let’s say, misguided tweets, Pitchfork has influence over the music buying public that’s both unique and unrivalled. But how does this influence translate to a music festival? […]

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