There was a time when file-sharing of music on the social media totally crippled down the music industry, but the music industry has been hitting back. But how did social media set up the music festival trend in the first place? Or how it had an impact on the music festival?
There was a notion made by the industry executives that rise in social media would mean that there would be few music lovers who would attend any outdoor music festival and this aspect couldn’t have been more wrong. The impact of social media has been tremendous to a great extent. These days, music lovers want to have a taste of unique experience which cannot be found or downloaded from the internet, where they are also ready to be paying for it.
It was noted in 2014 that the US music festivals has made a combined of $183 million in the ticket sales, which not included revenue from merchandise, sponsorship, beverage and food sales. In 2014, Coachella made an outstanding $78 million and in 2015, they made $84 million. It is because of the same technology which the music industry feared that gave rise to the music festivals, which is social media and the below reasons will tell you how there has been an immense impact of social media on the music festivals.
Social Media makes festival a great experience for everyone-
Many people love to get together and have a good time but not always in the same way. Some like to watch movies, or dance or just chat in pubs. So how does one plan a humungous event for people who have different tastes in enjoyment?Social Media has made this issue easy.
For example, If EDM is the music to your ears, music festivals can plan for a dance floor so that you can surround the stage while The Weekend rocks out. A lot of analysis takes place even before you get to the music festival where many music festivals let people sign in to the Facebook page so that they can purchase their music tickets where the algorithms get running. The algorithms can tell if you are going with a big group or a small group. Whether you have the same taste in music as to your friends or what is your favourite brand of orange juice.
Once the festival knows what you want, they can tell you all about the music festivals. The Coachella monitors the Instagram posts and also replies to posters with the suggestions of the shows or food, which is based on the location in the festival grounds.
Social Media can build interaction, buzz and connectivity-
Through social media, one can understand the customers in an easier way. The GPS coordinates can be used from the tagged photos in order to know what the attendees are watching, so this stops the music festival events from asking routine questions like ‘which show did you watch’. They instead ask cheesy questions like ‘do you like Tabasco sauce in your tacos?’ These answers are used to promote free product giveaway and also to set up fun games so that there is an increase in customer or audience interaction.
Usage of hash tags on twitter during the music festival can make it to be the most trending or the most popular hash tags during the music festival. Millions of people can also hear about the festival for the first time through Twitter. The attendees also use it to find food, information, etc.
All kinds of brands have been brought together in music festival through social media-
The music festivals have more than 175 different acts like food stalls, camp out, standing only, and dance floor venues. There are also pop stars, metal bands, and indie-rock artists at the same music festival. Having so many types of acts at one place can seem to be an over kill but it is good for business where the brands can tailor their ads for the different demographics. The social media can increase the revenue which is taken in by the artists, organizers or brands, which makes the classical music festivals in India even more fun for the audience.
Fans are using the social media at the music festival to a large extent where the hardcore festies spend a lot of time on social media where the active fans are 85% on Facebook, 50% on Snapchat, 71% on Instagram, 17% on Tumblr and 48% on Twitter. The music festivals can take social media outreach to the next level where the social media can generate excitement before, during and after the festival and one can also witness new fans.
The music festivals can also develop a social media strategy in order to engage hardcore fans to use their Twitter and Instagram. Since 56% of your fans will be using your music festival hashtags, their posts can be more than enough to get your festival trending. The hardcore festiesare more likely to engage with videos than the photos on social media. One can say that the impact of social media on the music festivals is pretty vehement.