Secret Sounds helps sponsors engage with fans at Splendour in the Grass

With the 2022 Splendour in the Grass festival set to commence at the North Byron Parklands as of Friday, the event will see a significant number of major brands as sponsors.

Smirnoff, Captain Morgan, Red Bull, American Express, Rimmel, Byron Bay Brewery, Platypus, Pepsi Max, SAE, Headline Acts, Byron Bay Cookies, Spell and Tinder are all partnering with the festival, with some of the brands introducing unique bar and activation zones.

AMEX for example, will welcome card holders in an exclusive lounge, while Pepsi Max will promote an environmental message with fully-recycled materials used to create its DJ/dance zone.

The partnerships have grown from Splendour in the Grass organiser Secret Sounds agency, the vehicle behind Splendour in the Grass and Falls Festival, having expanded from music sponsorship to a full-service model with its Secret Sounds Connect agency.

Previously, the touring company worked to increase artists profiles across Australia, including the organisation and brand management of large-scale events such as Byron Bay-based Splendour.

Secret Sounds’ Aimee Stewart commented “Splendour is a right of passage for young adults and as an agency, we want to ensure that we are delivering that same unforgettable brand experience for this audience.”