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Now that the pandemic has ebbed and festivals are packed again, brands need to ask themselves a question: Are you hanging in the back watching the crowd and hoping they’ll buy from your tent, or are you part of the party?
According to entertainment and sports analytics company SponsorUnited, LiveNation—which hosts Lollapalooza, Rolling Loud, Austin City Limits, Made in America and other festivals—saw a 40% jump in festival attendance in 2022 from pre-pandemic 2019. On social media, the 25 million fans following festivals represents a 15% increase from 2021.
That
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