As music festivals continue to grow in popularity among younger demographics, brands are rushing in to secure advertising relationships and connect with consumers. Right now we’re seeing blue chip sponsors like Bud Light sponsoring Sensation, so where does the line get drawn between helping pay for artists and promoting the event, to just being too overly corporate?
Apparently it’s naming a music stage. According to Adage at your premium festivals like Bonnaroo or Coachella, main stage naming rights can be sold for upwards of $1 million and account for more revenue than food and beverage sales.
“If we took our main stage and put a brand in there, I couldn’t justify the value to the overall fan experience,” – Richard Goodstone, co-creator Bonnaroo.
Lollapalooza in Chicago doesn’t seem to mind as a representative told Adage, “We see naming rights as a great benefit to go in tandem with an on-site activation, giving sponsors a 360 partnership with the festival.”
While we haven’t seen any corporate stages at dance music festivals yet, that doesn’t mean they aren’t coming. With all of the second tier festivals popping up around the country, they could use the additional funds to create a better atmosphere for the fans or book better artists.
What do you think? Are corporate stages too much?
Note: I’m sure you all would come party at the WhiteRaverRafting stage though right?