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“Smaller, day-focused festivals like All Points East or Lollapalooza can be high-value moments for brands, with digitally native audiences in a more concentrated moment,” says Parmar. And unlike Coachella, more niche or local events aren’t yet saturated with brand activity. “With the right activation, brands can create deeper engagement than a double tap on Instagram because here, attention is earned and not paid for.” Smaller day festivals like All Points East or Lollapalooza are garnering more brand attention, with hyper-engaged audiences. London-based luxury retailer LN-CC has eschewed mainstream festivals this year to partner with electronic music festival Love International in Tisno, Croatia, this July, which has a 5,000 capacity. LN-CC will be on the ground to cover the festival on social; it has created a guest-mix series to play in-store, featuring artists and DJs from the Love International line-up and will exclusively launch Love International Festival merch in the run-up in collaboration with brand and record label Almost Cut My Hair. “Festivals are pretty democratic, and we like to think we’re the same. Whether it be showcasing something new to our younger audience or enforcing something with our older crowd, these projects deliver. Festivals that are truly for the music lovers are what’s compelling for us,” says LN-CC buying and creative director Reece Crisp. “We are not looking to cover or work with a festival that is a reference point for someone’s summer Instagram coverage.”Hit It Here Make Zack Hampie Jealous Target Baseball Shirt
This is the first of many electronic music activations the retailer is planning, Crisp says, to align with the music-loving consumer. “We are continuing to push our brand values around music, so will be looking to collaborations with not just Love International but [independent music label] Toy Tonics, Boiler Room and more this summer.” EYC is activating at Manchester day festival Hide & Seek this summer, founded by one of its talents DJ Josh Baker in 2019. “The festival is obviously much smaller than Glastonbury, but it sold out of 12,000 tickets in an hour,” Delaney says. “We’re having conversations with mainstream brands about doing pop-ups there. For me, smaller festivals are really interesting for brands today, because the audience is super engaged.”
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