Coachella 2018 proved, yet again, that this is Beyoncé's world and we're just living in it. Queen B made history this year for being the first black woman to ever headline the music and arts festival in the desert of Indio, CA. Coachella's origins date back to a 1993 Pearl Jam show at the Empire Polo Club - a form of boycott against Ticketmaster's dominance over venues in the early 1990s. The concert validated the site's viability for hosting large events, leading to the inaugural Coachella Festival over the course of two days in October 1999 - just three months after the disastrous Woodstock '99.
80,000 die-hard country music fans descended upon Nashville, TN this past weekend for the annual CMA Festival. The 2017 fest featured 11 stages where more than 350 country artists and over 1,100 musicians performed. Country music has earned its place at the top of the US music charts, with its genre-bending hits, it’s primetime TV appearances with “Country’s Night to Rock” and thanks to Blake Shelton, on NBC’s, “The Voice," 42 percent of the U.S. population now consumes country music, according to a study from the Country Music Association (CMA).
Whether a one-day headliner or dozens of artists spread out over multiple weekends, music festivals have blown up in the last decade as fans crave bigger and better IRL experiences. Festivals offer more than a 12 song set and an encore, there's also shopping, food, drinks, activites, and high quality music experiences -- both onsite and off, making it big business for promotors, record companies, artists, brands, and most importantly, the fans.
The fringe and flower crowns were out in full force on the grounds of the Empire Polo Club over the past two weekends for the Coachella Valley Music and Arts Festival. The 2017 event featured headliners Kendrick Lamar, Radiohead and Lady Gaga, after the very-pregnant-with-twins-Beyoncé was forced to withdraw (though members of the Beehive need not worry - she'll headline the 2018 fest instead).
Bonnaroo, Coachella, Governor's Ball, Lollapalooza, Pitchfork, Electric Forest... the names are just as eclectic as the music. Despite the increasing ease at which music fans can find, follow, and curate playlists of their favorite artists online, the allure of the music festival continues to grow each passing year. Proving the point Pop2Life has been preaching for more than a decade... people can't solely exist behind their screens. In fact, consumers crave live experiences - and are willing to pay top dollar for them.
Last spring, we highlighted 5 events that your brand needed to be at, including everything from art shows to college basketball games. This year, we're honing in on the event genre that the biggest brands are pouring their experiential marketing efforts into the most - music festivals. Whether a one-day headliner or dozens of artists spread out over multiple weekends, music festivals have blown up in the last decade as fans crave bigger and better IRL experiences.