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Delaney is working on a couple of brand projects during Glastonbury, but they will be done in a boutique camping site outside the venue — and Glastonbury won’t be mentioned in the content. “We’re working with quite a few brands to put gifting in all of the teepees and tents, for creators to organically post throughout the weekend, for example” she says. “It’s an interesting way to create organic content outside of the festival.” “For brands, the rules make Glastonbury less about product placement and more about value alignment,” says Parmar. “It’s not the place to push sales, it’s the place to demonstrate shared purpose, cultural understanding and long-term commitment.” While big festivals feature heavy competition and brand saturation, brands are aligning with smaller day festivals or genre-specific events to target specific consumers. While Coachella and Glastonbury are about reach and global scale, day festivals are more focused on particular communities. Take London pop festival Mighty Hoopla, which taps into nostalgia and queer culture (this year’s line-up features Kesha and Ciara); concert series British Summer Time (BST) Hyde Park, which often features throwback, iconic acts like Stevie Nicks or Neil Young, pulling an older crowd; East London festival All Points East, which attracts young millennials and Gen Zs from the local area; or genre-specific festivals like Stagecoach, which hones in on country music and Western aesthetics.I Survived The Great Blizzard Of 78 Indiana Outline Shirt
American Express is one of the most active brands across the festival circuit, via event sponsorship, special areas for cardholders, discounts and experiential pop ups. This year, Amex has partnered with Stagecoach, Coachella and Austin City Limits in the US and BST Hyde Park and All Points East in London. 60 per cent of the brand’s new customers are Gen Zs and millennials, and it’s found activating across both big and small festivals is the best way to reach them. “We always ground our activations in culturally relevant insights and trends that we know our Gen Z and Millennial target audience are engaging with,” says Aaron Burke, VP Marketing, global brand sponsorships, American Express. “Festivals are a fiercely competitive space so we need to really connect with our audience in an authentic way.” In 2023, consumers were all about nostalgia, so Amex showed up at BST Hyde Park with a Y2K hair bar, offering styles that represented pop culture idols of that time. In 2024 it leveraged the trend for manifesting by creating a ‘Manifestation Station’, where festival-goers could manifest their ideal festival experience. Plans are under wraps for this summer, but the brand is planning another experiential moment at BST Hyde Park, Burke says.
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