The document discusses the social festival model of Incubate, an underground music festival in the Netherlands. It describes how Incubate has grown from a one day, 6 venue festival in 2005 to an 8 day, 25+ venue multidisciplinary festival in 2010. It highlights how Incubate uses social media like Twitter, Facebook, blogs and community sites to engage attendees, share information and get input on the festival programming. Statistics are provided on Incubate's online following and community interactions. The presentation advocates for taking the social approach further by making festival documents and policies openly editable online to more deeply involve the community in organizing and providing insights.