From the Coachella desert to the beaches of Croatia, the fields of Glastonbury to parks in London or Chicago, festival season is very much upon us. And while there was a lot of scepticism surrounding the fall of festival fashion and the potential of festival marketing post-pandemic, brands are finding alternative ways to harness the buzz, via new destinations, smaller, more niche festivals and festival-adjacent events, alongside the heavy hitters like Coachella and Glastonbury.
“Today, festivals aren’t just about the line-up — they’re cultural barometers, reflecting how people express themselves, connect and experience the world,” says Parisa Parmar, creative strategist at firm Attachment. “For brands, they offer something digital platforms can’t, an emotionally charged physical environment, packed with a spectrum of fans.” Whether it’s through influencer-led storytelling, music artist collaborations, pop-ups, experiential moments, or traditional sponsorships, success lies in understanding what festival-goers truly crave at festivals: personalisation, escapism and shareability, she adds.
