More than Music: The Next Generation of Festivals
Music festivals are more than just entertainment. They are also opportunities to create positive social change and engage with audiences in meaningful ways. In this post, we will explore how music festivals can incorporate social impact into their programming and operations and how this can benefit their brand, their community, and their bottom line.
What is social impact? Why does it matter?
We Love Green (Paris, France) aims to raise awareness of environmental issues and influence public behavior in an artistic and experiential way. Attendees can generate power by spending a few minutes on one of the bikes at the electric pedal station (Photo Credits:
Anviksha Patel/Business Decision)
Social impact is the positive change your organization creates to address a pressing social issue. It can involve a local or global effort to tackle an issue.
Social impact matters because it shows that your organization cares about more than just your bottom line. It shows that you have a vision and a mission that aligns with your values and your audience’s values. It also helps you stand out from the crowd and attract loyal customers, partners, and sponsors who share your goals.
According to a study by Submittable, 87% of consumers said they would purchase a product from a company that advocated for an issue they cared about, and 76% said they would refuse to purchase a product from a company that supported an issue contrary to their beliefs.
How to create social impact at music festivals
There are many ways to create social impact at music festivals, depending on the issue you want to focus on and the resources you have available. Here are some examples of how music festivals have done it in the past:
Environmental sustainability:
Music festivals can reduce their environmental footprint by using renewable energy sources, recycling and composting waste, banning single-use plastics, providing water refill stations, and offsetting their carbon emissions. For example, the Bonnaroo Music and Arts Festival in Tennessee has implemented several green initiatives, such as solar panels, biodiesel generators, compost toilets, and a carpool program. The festival also donates a portion of its ticket sales to environmental causes and educates its attendees about sustainability issues.
Social justice and inclusion:
Music festivals can promote social justice and inclusion by featuring diverse and underrepresented artists, speakers, and vendors, supporting local and minority-owned businesses, providing accessible facilities and services, and creating a safe and respectful environment for all. For example, the Exit Festival in Serbia was founded as a student movement against the oppressive regime of Slobodan Milosevic and has since become a platform for social activism and cultural exchange. The festival has hosted campaigns and workshops on topics such as human rights, democracy, peace, and anti-corruption.
Community engagement and development:
Music festivals can engage and develop their communities by involving local stakeholders, creating volunteer and employment opportunities, donating to local charities and causes, and fostering long-term partnerships and collaborations. For example, the Glastonbury Festival in the UK has a strong relationship with its host town, Pilton, and its surrounding areas. The festival supports various local projects, such as schools, churches, sports clubs, and health services, and distributes grants to local and national organizations. The festival also encourages its attendees to explore and enjoy the local culture and heritage.
Solar charging stations at the Bonnaroo Music Festival in Manchester, TN in June 2022 (Photo Credits: Amy Harris/Invision/AP).
How social impact can boost a music festival’s brand
Creating social impact can have many benefits for a music festival’s brand, such as:
Increasing social media following and engagement: The use of social impact marketing can generate positive word-of-mouth and buzz about your festival and encourage your attendees to share their experiences and stories online. Social media can be used by fans and the festival alike to showcase social impact initiatives, highlight partners and sponsors, and invite feedback and suggestions. This can build a loyal and passionate fan base that will spread the word about a festival and the causes that it champions.
Enhancing your brand reputation and image: Demonstrating the festival’s values and purpose will show that the festival is a responsible and trustworthy organization. Festivals can also differentiate themselves from their competitors by positioning themselves as an industry leader and innovator. This can help the festival attract and retain fans, sponsors, and partners who share the festival’s vision and values and are willing to pay a premium for your product or service.
Improving your brand performance and profitability: Social impact marketing can also improve your festival’s performance and profitability by reducing costs, increasing revenues, and creating new business opportunities. For example, by implementing environmental sustainability measures, festivals can save money on energy, water, and waste management and avoid potential fines and penalties. Promoting social justice and inclusion, on the other hand, can expand a festival’s market reach and appeal to new and diverse audiences. Engaging and developing a community of fans can create a loyal and supportive network that will help grow and sustain a festival.
A sustainability case study: DGTL Amsterdam
DGTL Amsterdam is an annual electronic music festival that strives to achieve zero emissions and waste by implementing a circular economy strategy that minimizes waste and maximizes the reuse and regeneration of resources. DGTL Amsterdam applies this concept to various aspects of its festival, such as materials, food, energy, mobility, and water.
Festivalgoers enjoying the DGTL Amsterdam festival in all of its glory
Some of the initiatives that DGTL Amsterdam has undertaken to decrease waste are:
Using renewable energy sources, such as solar panels and biodiesel generators, to power the festival stages and facilities. According to the Greener Festival report, the average festival produces 500 tons of carbon dioxide emissions, the weight of three single-story houses. The use of biodiesel machinery at DGTL Amsterdam reduces its CO2 emissions by 89%.
Providing reusable cups, bottles, and tableware to reduce plastic waste and offering incentives for returning them after use. An environmental impact report from Indio, Calif., reveals that attendees of the Coachella Music Festival, Stagecoach Festival, and Desert Trip generate 107 tons of solid waste each day. Due to mandatory reuse regulations, design for disassembly, and strict enforcement, DGTL decreased its demolition waste by 86%.
Serving organic and locally sourced food that is vegetarian or vegan and donating any surplus food to local charities. The festival also composts its food waste and uses it to fertilize the soil.
Encouraging festival-goers to use public transportation, bicycles, or electric vehicles to get to and from the festival site, and offering free parking for electric cars. The festival also provides sustainable tents made of cardboard that can be reused or recycled.
By adopting these measures, DGTL Amsterdam has managed to reduce its environmental impact and raise awareness among its attendees, partners, and suppliers about the importance of sustainability. The festival has also received several awards and certifications for its efforts, such as the Greener Festival Award and the ISO 20121 standard for sustainable event management.
Conclusion
Music festivals can have an impact beyond the music. By adding an element of social impact to your music festival, positive change can be created both in the world and in your business. The arts are always at their best when there is a human element, and connecting with fans and the community around a festival can create a deeper and more memorable experiences with impact that can last even beyond a lifetime.
If you are interested in learning more about how to create social impact at music festivals, or if you need help with your creative marketing strategy, contact us at Circle Promos. We are a creative marketing agency that specializes in helping music festivals and other events achieve their goals and make a difference. We look forward to hearing from you soon.
