Innovating Festivals this Summer

To read the original article, head to Campaign for the article published March 2020.

The sequin-clad crowds are not gathering in their thousands in Coachella Valley, California, in April. São Paulo will not welcome Lollapalooza Brasil. There is no Snowbombing in Austria and Kendrick Lamar won’t be headlining Glastonbury.

This is the year that festivals came to an abrupt halt, postponed or cancelled across the globe due to the Covid-19 pandemic.

But in the gaping void lies a chance to innovate and an opportunity to inspire an audience desperate to gather in fields once more and lose themselves in the music. Brands have a chance to show their commitment to artists while sating the needs of fans and creating platforms to connect communities.

Campaign spoke to experience creators and culture makers about the prospect of a summer without festivals.

Comment from Alex Wilson, Head of content, Amplify

As music events and festivals start to disappear from the summer of 2020, so too does the promotional opportunity for hundreds of emerging artists. Without these key platforms, we as an industry need to pivot and work hard to ensure we aren't losing a whole generation of new music and talent. 

As an agency, we continue to develop and bolster our innovation and live broadcast offering, but some of our existing campaigns can evolve as content-first offerings that continue to answer the challenge they were created for. For example, Dr Martens has tasked us to consider how their culture platform can continue to support emerging talent during this time, when now more than ever artists need that support. Potentially to such a degree that it's now not just about supporting new music – but saving it.

To see further examples of our festival activations head click here for the full list.