Before electricity was invented, the only way to see or hear a performance was to attend a concert, play or festival. There would usually be some sort of stage where a performance is held. Since then, a lot has changed. We can now consume arts on multitude of devices, anywhere in the world, performed by any artist. However, our desire to be present in front of a stage has only become stronger. There are four times as many music festival attendants as there were in the sixties (Hello Woodstock!)
The radio has brought performances into our homes. Television has added a visual experience. CD’s have allowed high quality sound. Streaming services allowed us to consume music any time, any where. Virtual reality – it’s as if you are there. So, what is missing?
Humans are highly social and sensory creatures. We love spending time with people we get along with. We love the atmosphere of a festival, the noise, the smell, the taste. Nothing can substitute the real thing.
When we look at social media content taken at music festivals, we mostly see people experiencing the festival rather than the performance itself. We watch people dance, eat, socialise, immerse themself in the art, etc. This is what we, humans, crave! Social media has been instrumental in virally marketing music festivals. What usually would have been a small festival in 2014, is now attracting 15-20 thousand people (large by Aussie standard), only due to social media sharing. Love it or not, using your festival patrons as social media marketers is the only way to get the word out.