The last time we had a full summer of music festivals was 2019. Back then, TikTok had 381M monthly active users and 37% of people hadn’t even heard of it.
Now (as of Jan), the short-form specialists have over 1B. If this doesn’t scream brand potential, you’re in the wrong field.
Take Coachella for example, they share TikTok’s average audience age of 18-34, both are sound-first, and both pride themselves on being the vessel for authentic, immersive experiences. Coachella is basically TikTok, live.
THE IMPORTANCE OF MUSIC TO TIKTOK
Love it or hate it, TikTok is a major player in the music game.
Every piece of content on the app has a soundtrack, which has led to a new age of shareable, memeable tracks that take the platform (and charts) by storm.
PinkPantheress, Central Cee, HAZEY — recognise them? What if I said, Just For Me, Commitment Issues, Packs and Potions? There we go.
New songs and artists are being born every day on social, and even the old music’s getting a polish up too, with tracks by Fleetwood Mac, Taylor Swift, and Waka Flocka Flame remixed into current TikTok trends.
New songs and artists are being born every day on social, and even the old music’s getting a polish up too, with tracks by Fleetwood Mac, Taylor Swift, and Waka Flocka Flame remixed into current TikTok trends.
The music industry is in on the act. Billboard launched their Song Breaker chart last summer, which exclusively ranks the top music influencers on TikTok and YouTube to push them into the mainstream.
Creators and sound are wedded in a way like never before — the natural progression is to take the trend on tour…
WHERE INFLUENCERS AND CONCERTS COMBINE…
Back in 2019, Coachella was dubbed the Olympics of influencers, but it’s safe to say it’s not the only festival keen on creators.
From Glastonbury to SXSW, the festival scene is a content minefield.
Brands like White Claw sponsor stages, and others like Sephora invite influencers to make content right there in the muddy fields while bands play on.
It’s been three years since the last Coachella — a lot has changed. Influencer marketing has grown by $4B, TikTok has boomed, and our prediction?
Coachella is about to become the Olympics, World Cup, AND Superbowl of influencers.
WHAT’S NEXT FOR MUSIC FESTIVALS?
Whether it’s Reading and Leeds or Lollapalooza, music festivals are so much more than the artists on stage.
They’re a masterclass for brand discovery.
Sponsored houses, parties, and exclusive booths can be set up for influencers to show up, UGC the heck out of the event, and promote it on socials.
H&M, Nyx, and Revolve+ are some of those who have already taken advantage of the space, and the beauty of influencer marketing means literally any brand can jump in.
Through archetypal alignment you can seamlessly marry up the right creator to the right brand at the right event.
HOW WE DO IT
On a surface level, we’re talking musicians, singers, performers; but factoring in archetypes, you could near enough partner a creator of any speciality if they share the same values.
That’s where we come in, if you need a lesson or two in authentic alignment, you know where we are.