With Coachella weekend two in the books it is safe to say music festival season has officially begun. There are hundreds of events taking place around the country between now and September, many with dozens of artists playing over multiple days, and at the bottom of those lineups are a number of small/local acts who are hoping to leave an impression on attendees. If that position applies to you, then consider this your lucky day.
Every festival is different, and depending on the genre you perform in the culture around the event may be fairly unique as well. It is important to recognize that every festival has its own sense of community and vibe, which you should consider when planning your marketing efforts. That said, these 5 tips will help get you started:
Set goals now and begin working toward them immediately
Festivals are crazy places where thousands gather to enjoy art and consume overpriced food. The number of things vying for the attention and money of any one person is too high to count, but you can take a step toward cutting through the noise by setting goals for your time on-site as soon as possible. These goals should be reasonable and achievable. For example, you’re not going to make 10,000 new fans, but you could plan to distribute 500 promotional items and sell X amount of merchandise. You could also plan to engage with fans by hosting a gathering or hangout at your tent that you promote in the weeks leading up to the event. Anything goes, just keep it simple.
Work the line or, if a line does not exist, simply engage festival goers
The hours before your performance should be spent on promotion. Most smaller artists playing festivals will have sets early in the day, which means those performing will have to work hard to get those unfamiliar with their sounds to show up. The best approach to making this happen is also the most personable one. Get out there, shake some hands, give some hugs, share your tunes via mobile device, and ask people (politely) to consider checking you out. Not everyone will come, but those that do could easily be converted into new, longterm fans.
Network your ass off
In addition to offering small acts the chance to say they played with some of the biggest names in entertainment, festivals also provide an opportunity for up and comers to network with people who may be able to help them both nationally and far more locally. Festival sponsors, for example, are often companies and people who fund a wide variety of music-related projects. They also tend to know others who do the same, which means they or someone they know could probably help you get ahead if they like what you do. While the same can be said for artists, most up and comers never think to approach the sponsors, and they are arguably far more likely to take a genuine interest in what you do. Don’t let the opportunity to meet with the movers and shakers of your community pass.
Consider a Snapchat Geofilter
Snapchat is one of the most popular messaging apps on the planet, and the company’s recent decision to allow practically anyone to create custom geofilters has given artists of all sizes a new tool in the war for consumers’ attention. Fans can capture your performance, or even just their time at the event, and use your filter to promote the experience to their followers. Rates for geofilters start as low as $10 (cost varies based on length of campaign and size of area you want covered).
Market your upcoming gigs
People who enjoy your performance will likely be interested in seeing you again, so make it a point to advertise where you will be next during your time at a festival. This includes mentioning gigs during your performance and through one on one engagement at your merch table. You should also collect email addresses so you can remind new listeners of upcoming events once their festival buzz has worn off.