Bolster entertainment marketing specialists share lessons learnt from Coachella

Following the US festival Coachella’s recent success and in the wake of numerous cancellations of music festivals in Australia, entertainment and culture marketing specialists Bolster have shared lessons learnt from Coachella.

Bolster notes “it is impossible to ignore the current state of live events, especially with news of Splendour In The Grass’ cancellation (alongside MONA FOMA and a slew of others). Splendour has been a long standing client of ours, and we’re really feeling for the entire team of hard working and passionate individuals.

“Sadly, many of the challenges we’d highlighted in our Ticketing State of Play Report are hitting home right now (note: the third edition is currently underway).

“As for explanations, everyone's got their take. Without pointing fingers, let's just say we're not sold that ‘kids are too soft’ or that ‘brands hold the key to salvation’.

“As Music Australia chief Millie Millgate said, it’s the confluence of a range of issues.”

Bolster adds “when we look at rising costs, extreme climate, insurance premiums, regulation, difficulties with headliners, currency fluctuations, there are multiple, complex issues. Would it be different if we had one or two of those in isolation? Or are we really at a breaking point because they are just compounding? ... we’re looking into this really seriously.

“It's also important to recognise that these challenges extend well beyond Australia. Our recent follow up to the Ticketing State of Play shed light on similar issues in the UK and Ireland, which has seen considerable cancellations and consolidations since the pandemic. Not even the US’s Coachella, which took place last month, was immune from a lag in ticket sales. That said, the festival was still widely regarded as a success, both from a music and a marketing standpoint.”

Brands At Coachella
Bolster highlight that while brands alone can’t solve the festival industry's challenges, they “undeniably play an important role within the ecosystem. And Coachella serves as a prime example of what we might see in activation spaces closer to home later this year, with complex layers of partnerships enhancing brand visibility and impact.”

Partnerships within partnerships
Numerous brands engaged in sub-partnerships this year, combining co-marketing efforts with other brands or leveraging artists to enhance reach and relevance.

Collaborations like Absolut and Ocean Spray at the Absolut Bar, or celebrity endorsements such as Renee Rapp with American Express (pictured above) and Bad Bunny with Adidas, effectively expanded the target audience and strengthened each brand’s credibility in music and lifestyle spaces.

Platforming purpose and utility
Bolster observe that “effective activations appeared to underscore the core purpose and utility of the brand on show.”

Pinterest's ‘Manifest Station’ (pictured above) helped attendees style their festival looks, aligning perfectly with the use-case of its platform.

American Express created a VIP space offering special perks for attendees, emphasising the brands focus on luxury and exclusivity.

Aperol's bar provided a thematic Italian summer escape, aligning seamlessly with the festive atmosphere of Coachella. While simple, it offered both a natural and practical value to festival-goers.

More information on Bolster Group https://blstr.co/contact/

Image top. Credit: Coachella; Images centre and below. Credit: Bolster Group