Whether it is weddings, release parties, festivals, or concerts, promoting any kind of events are insanely important. The way event/tour managers plan and promote a concert and/or festival makes all the difference in how popular the concert will be. It can make people/brands excited or brush it off and ignore it. One key player in promoting a concert/festival is the use of social media "and for social media, the festivals are now a priceless source of original content. Concert outdoors is a big event, that attracts sponsors and marketers of many kinds," (Iahn, 2021). Due to the digital era, it has social media has made it easier for promoters and planners get more sponsors. The more excitement revolving around a festival, the more sponsors a festival can receive for future festival dates which can make the festival better than the year before.
"The purpose of social media for the music industry is to make information leaking to as many people as possible. Musical festivals are attracting a lot of people. And many of them like attending such events in groups. On popular social platforms, like Facebook, Instagram, or Twitter, it is possible to promote an event without much effort, as people will eagerly repost the festival information to their potential companions," (Iahn, 2021). The digital era has made promoting and planning a festival insanely easy. Everything on social media spreads like wildfire which makes the promoters job much easier than it was during the pre-digital era. The promoter has to continuously post about the main information about the concert/festival such as lineups, dates, and prices to keep the public interested in the event. They also have to influence and encourage others to share the posts being made about the concert/festival. They can do this by doing a giveaway of merchandise, food vouchers, and even a free pair of tickets. Promoters can use a email newsletter by providing special deals like discount codes, presale codes, and so much more.
On top of this, the digital era has made it easier for promoter to catch the younger generations by the use of influencers. "Influencers also want their share of success, which is why by now the music in such events is mixed with visual entertainment and promotion as well. ... social media and music events have created a perfect symbiosis," (Iahn, 2021). Influencers plays a key part to promoting a festival/concert and it's success. The more they post about an event, the more people will want to go to event. We can use Coachella as an example. Every year Coachella becomes bigger and better with huge artists like Billie Eilsh, Ariana Grande, and Beyonce performing on the main stage. With this, more and more influencers come and post about their experience live and after the fact. They also work with brands that provide them with free tickets and/or clothes to the festival. It's pretty much one big promotion within itself.
The digital era and social media are so important for promoting and planning for concerts/festivals. It can make more or break the success of the event. If no one knows about it, then the concert/festival can not and will not go on. By using social media and media influencers, a promoter can maximize their efforts to have a fun, safe, and popular concert/festival. It will not only help the promoters and media influencers but the artist themselves through the rise and new members of their fanbase.
Works Cited
Iahn, B. (2021, February 9). How social media set the music festival trend in the first place. The Music Universe. https://themusicuniverse.com/how-social-media-set-music-festival-trend-first-place/
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