Creative Thinking

Festival Fever: 3 things brands can learn from Glastonbury

Published on

July 18, 2024

18.7.2024

Glastonbury selfie image of Daniel and Danny on a field

I must confess: I was one of those people flooding Instagram with daily updates from Glastonbury, the legendary music festival held at Worthy Farm in Somerset since 1970. This festival, known for its rich history and iconic Pyramid Stage, has hosted legends like The Rolling Stones, David Bowie, and Shirley Bassey. Its diverse line-ups and vibrant atmosphere create a welcoming community that draws people back year after year. The frenzy of ticket sales day underscores just how cherished this event is.

However, even amidst the festivities—yes, even during Shania Twain's "Man! I Feel Like a Woman!"—I couldn't help but think about business and how successful the brand and marketing for Glastonbury is every year and continues to grow.

There are valuable lessons brands can learn from Glastonbury's mix of successes and mishaps.

Here are three key takeaways:
1. Know your audience

Understanding your audience is crucial for any brand—and Glastonbury is no exception.

This year saw artists like Cyndi Lauper, SZA, and Janelle Monáe on the prominent Pyramid Stage but unfortunately not drawing the expected crowds. In contrast, noughties icons Avril Lavigne and Sugababes performed on smaller stages yet were overwhelmed by nostalgic fans, similarly, there have been many conversations about the rise in popularity of dance music which also saw many of their stages full and closed when new age icons such as Charli XCX was performing.

A simple switch in stage assignments could have better catered to the crowd's preferences. Similarly, brands need to use customer data effectively to tailor their products and services to their audience's desires.

2. Build authenticity

A good reputation hinges on trust and loyalty built through authenticity—be it in customer interactions or product quality.

Glastonbury tried but failed to generate excitement around some lesser-known artists. Meanwhile, Shania Twain captivated audiences across generations with her well-loved hits and Coldplay drawing a record-breaking crowd. Despite SZA's social media buzz as a headliner trending on TikTok, her performance didn't resonate live due to a lack of genuine engagement with the audience.

This highlights that authenticity cannot be manufactured, real connections matter more than social media hype for both festivals and brands alike.

3. Establish strong branding

Glastonbury excels in building its reputation by investing in quality acts—from established stars to rising talents—and offering diverse experiences while committing to environmental and social causes. This consistent excellence means tickets sellout even before line-ups are announced because attendees trust that they will have an unforgettable experience regardless of who performs or what the weather might be like.

Brands can learn from this by focusing on delivering consistent quality that not only meets but exceeds customer expectations—a strategy that fosters long-term loyalty and trust.

Discover how Bray St can help you build your brand and connect with customers effectively.

written by

Daniel Dagher

Managing Director

Bray St.

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