Internet, ICT and social media make sure that we are connected and can share information always and everywhere nowadays. It has great effect on the business models of companies and organizations. For example, the music industry is forced to the digital world for years now due to the transparency of the online world. Not being ableto innovate means the end of a business one day. This also applies to festivals and events. An industry where the competition is big and distinctiveness and an invvolved crowd are key for success.
More and more festivals and events are looking for a unique location, they work on intimacy that suits the audience and put focus on a total experience. A good mix of artists, food, drinks and art for example. But the day itself is only a small part of the overall concept nowadays. For the small and big players in this industry it’s necessary to be a part of the internet ecosystem. Every festival and event is a brand. Successful brands are able to connect with customers, fans and ambassadors 24 x 7 x 365, for example on social media channels.
From broadcast to dialogue towards greater involvement
Youtube, Facebook, Twitter and streaming sites like Soundcloud allow festivals an events to make a difference al year long within their community. With unique content such as photos, videos, music and blogs organizers can connect with, listen to and watch their audience. It’s very important to inform, fascinate and especially to create engagement. Rankingz is a unique Reputation Performance Analysis (RPA) platform, and currently Rankingz is researching festivals and events on the internet on their performance in 2013. The full report will be published soon, but we took a sneak preview on the Twitter communities.
Just like the analysis of the top 100 DJs in the EDM monitor, published earlier this year, there is an apparent relationship between the age of a festival or event and the growth in the number of Twitter followers by 2013. The age is related to the first year of the festival or event was held for the first time. Twitter is an excellent platform to talk to the public about the theme, the artists and the organization of the day itself. Dialogue with the crowd is key. But it appears that especially the older organizations use this platform to send messages from a traditional marketing view. Digital word of mouth is often hard to find on those accounts.
Not advertising but activate the community
This means that older festivals and events with more fans than the yung ones such as I Love Techno (1995) Paaspop (1985) and Emporium (2005) are not necessarily able to also reach their community better and involve with their crowd. It seems that this aspect of doing business these days is easier. Ultra Music festival is the youngest festival and the fastest growing player on Twitter in 2013. This could be due to the fact that this festival is set up and managed by digital natives. They adapt faster to new technology and platforms.
The graph below is a part of the full monitor over 2013 with more than 120 festivals and events that will be released later this week at Rankingz. An initiative of DDMCA and JibeCompany with the vision: “everyone is a brand on the internet. Each brand can be compared with others influencers and peers.” In the monitor they focus on developments in the festival and events industry when it comes to things like social engagement. If you are interested in more digital facts and figures from the music industry then you can download the EDM monitor here.