Inside the Industry: My Journey as an Amateur in the Music Festival Business

Through my work at the Elevation Group, a Cleveland and North Carolina-based company in the festival industry, I have learned a tremendous amount about the elements that weave together to create a music festival from beginning to end. From artist booking to attendee demographics, from marketing strategies to cultural impacts, my journey working in the music festival industry illuminated the complexities in producing music festivals and their significance in contemporary society.

At the heart of the process lies the curation of talent, which is strategic and extremely challenging. As I followed the booking of artists for Elevation’s summer festivals, which take place in Cleveland, Columbus, Pittsburgh, and Indianapolis, I discovered the balance between catering to diverse demographics and ensuring a cohesive lineup that resonates with a festival’s identity. Venue selection, another pivotal component of the process, involves considerations of accessibility, capacity, and ambiance, all aimed at enhancing the attendee experience.

In an era dominated by digital connectivity, the success of a music festival hinges on its ability to engage and captivate audiences through strategic marketing and promotion. My role in social media management and marketing at the Elevation Group underscored the importance of harnessing digital platforms to cultivate excitement, foster community, and drive ticket sales. Crafting compelling posts, leveraging influencer and sponsorship partnerships, and deploying targeted ad campaigns are just some of the strategies we employed to amplify each festival's reach.  The learning curve for me was very steep, as I not only had to learn the ropes of producing a music festival but also had to interact primarily with adults who have been in the music business for years (and musical talent, as you would expect, are accustomed to getting what they want when they want it). One of the experiences that most impacted me was meeting the members of Tigirlily Gold, a band made up of two sisters from North Dakota, whom I met when Elevation was producing the Victory Live Fest music festival in Cleveland. They spoke to me in great depth about how difficult it is to be a woman in the music business. But they encouraged me to stick with it, which I plan to do.

One thing that I came to learn quite early in the process is how important sponsors are to the success of a music festival. Sponsorship partnerships play a pivotal role in offsetting the costs associated with artist fees, production expenses, and infrastructure maintenance. Sponsors provide funding, which is essential for covering the costs of venue rental, artist fees, production, and marketing expenses. Without sponsors, ticket prices would likely be much higher, potentially limiting attendance. Sponsors often enhance the festival experience by offering activations, interactive booths, and giveaways. These additions can include VIP lounges, charging stations, branded merchandise, and sampling areas, which add value for attendees. 

The challenges associated with putting on a music festival can be daunting. From securing a venue to booking artists, production costs can be substantial. These expenses include stage setups, sound and lighting equipment, staff wages, and permits, all of which can quickly add up. Outdoor festivals are vulnerable to weather conditions, which can impact attendance and revenue. Rain or extreme heat can deter attendees, leading to lower ticket sales and potentially costly cancellations or postponements. Booking popular artists can be expensive, especially for larger festivals. High-profile performers demand substantial fees, and securing them may require festivals to allocate a significant portion of their budget. Festivals may struggle to meet attendance expectations, leading to financial losses, particularly if they've already committed to high production costs. 

While sponsors provide crucial financial support, securing sponsorship deals can be competitive. Some festivals may struggle to attract sponsors, especially if they're new or lack a proven track record. With numerous festivals competing for attendees’ attention, market saturation can be a challenge. Established festivals may face increased competition from new events, making it harder to attract attendees and secure sponsorships. Economic downturns can impact consumers’ willingness to spend money on festival tickets, merchandise, and concessions. During times of financial uncertainty, people may prioritize essential expenses over discretionary spending on entertainment. Festival organizers often need insurance to cover liabilities such as accidents, property damage, and cancellations. Premiums can be high, particularly for events with large crowds and complex setups. To meet these challenges, festival organizers must carefully manage their budgets, diversify revenue streams, and prioritize attendee experience to ensure continued success and financial stability. 

Putting on a music festival has only become more challenging in recent years. As a result of the COVID-19 pandemic, musical festivals were essentially impossible for several years. And while the pandemic has now ebbed, festival-goers have been slower to come back than festival producers anticipated. For example, Coachella, the most popular musical festival in the country, failed to sell out this year. The director of Syracuse University’s music business program, Bill Werde, recently told the Los Angeles Times: “This is one of the strangest times we’ve ever experienced in live music in the history of the business, which is to say, specifically, this rebound from a period of not having shows for a couple of years. Finding out what the new normal looks like is going to take a couple more years.”

Putting aside these logistical and economic challenges, today’s music festivals exert a profound cultural influence, and not only in the music itself. These festivals provide a mechanism for social cohesion, uniting individuals from diverse backgrounds in shared moments of euphoria and connection. Through my interactions with festival-goers and industry professionals, I witnessed firsthand the transformative power of music festivals in lasting memories and fostering a sense of belonging.

My experience with music festivals has been fascinating and challenging. From the planning and execution to the forever fans, music festivals embody the spirit of celebration, creativity, and community. As I embark on further exploration through interviews with industry insiders, I hope to deepen my understanding and contribute to the discourse surrounding these vibrant manifestations of human expression. In an ever-evolving landscape, one can only hope that music festivals will continue to remain steadfast beacons of joy, unity, and collective spirit, enriching lives and inspiring generations to come.