How music festivals are singing the changes

Mintel’s latest figures show the live music industry was worth £1.4bn in 2008, while brands spent £23m on live music sponsorship. Events such as the V Festival, Hard Rock Calling and Wireless are examples of all-out branding and corporate entertainment. But marketing to savvy young people isn’t that simple and many festivals go for below-the-line sponsorship. Rob da Bank, the Radio 1 DJ, founded the Isle of Wight’s Bestival and Camp Bestival, where sponsors include upmarket clothier Boden and Sony PlayStation. He says: “It’s cleverly managed. We don’t have a lot of onsite branding. People hate it.”

via How music festivals are singing the changes | Business | The Guardian.

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