Are UK Music Festivals Created with Cookie Cutters? Outlook Festival Proves Not
4th September, 2012
The Slingshot Sponsorship team just got back from an amazing week in Croatia at Outlook Festival – Winner of the UK’s Best Overseas Festival 2011. It was an amazing event and we arrived home – albeit a bit dusty, sun burnt and tired – with so much enthusiasm for next year’s festival and sponsorship opportunities around it I wrote this blog en route.
But before I begin, I will first explain that the term ‘cookie cutter’ means the same thing as carbon copy or effectively just the ‘same’. Apparently (which I’ve just found out from my British colleagues) you do not use this term in the UK. It makes a better picture than carbon copy, so we’ll use ‘cookie cutter’ for the time being.
Now that is cleared up…
During our trip we spoke to a number of brands who came out to join us and the same conversation kept coming up – that UK music festivals so often mirror each other and rarely offer a truly unique experience – they are cookie cutters of themselves. Same stage, similar line ups, same parks, and even the same brand sponsors! Now, of course, this doesn’t include every festival, but on the whole the feedback we’ve had is that brands have started to fall out of love (which equates to a loss of ROI) from something that has been a stronghold in our sponsorship industry.
Because of this, brands who are interested and align themselves to music have started to consider new platforms in music and other music events that feature a UK audience, but position themselves in a different environment whether that is music genres or geological location. Outlook Festival combines both.
Engagement with a more unique event can be tailor-made for sponsors and the experience stands these brands out from their competitors in an often uncluttered market as they are more forward thinking and attract less bandwagon followers. This allows sponsors to showcase and create a more genuine, forward-thinking, and most of all memorable brand experience.
My music festival sponsorship tip – If you are a brand sponsor, consider looking outside of the usual. If you are a music festival in need of sponsorship, start considering how important differentiation of your festival is to ensure you are able to effectively drive brand relationships with your audience.
And just to share, here are some of our Outlook Festival Instagram moments from the team:
