Today we are seeing a rapid growth in music festivals, both in size and number. In 2014 alone there were 874 festivals in North America, with festival capacity growing from 475,000 attendees in 2010, to 1.8 million in 2014. What’s apparent is that Millennials seek a more complete music experience, and Gen Z, we anticipate, even more so. To develop a point of view on the festival of the future, sparks & honey partnered with PepsiCo’s Creator team to identify the defining characteristics and present our vision of the music festival of the future.

1. The future of music festivals
and what it means for
humanity.
FESTIVAL
INTERRUPTUS
+
Image: gpointstudio/Shutterstock.com

2. “You text. You don’t call, you don’t write
notes. You don’t pop up at your friend’s
house. You Skype. We’re not touching each
other. Technology has separated us so
much, it’s natural for us to have this desire
to come together, and festivals really
cater to that communal nature.”
Murs, Rapper and Founder of Paid Dues Festival
Image: Roman Seliutin/Shutterstock.com
Source: laweekly.com
2 +

3. Today we are seeing a rapid growth in
music festivals, both in size and number.
In 2014 alone there were 874 festivals
in North America, with festival capacity
growing from 475,000 attendees in 2010,
to 1.8 million in 2014. What’s apparent is
that Millennials seek a more complete
music experience, and Gen Z, we
anticipate, even more so.
To develop a point of view on the festival
of the future, sparks & honey partnered
with PepsiCo’s Creator team to identify the
defining characteristics and present our
vision of the music festival of the future.
Image: Monkey Business Images/Shutterstock.com
3 +

4. Yesterday’s music listener came of age
during the era of the album, the home
stereo, and listening to music with friends
and family in their living rooms. Millennials
have come of age in a time of the MP3
single, listened to via headphones, on the
go. A large part of the social aspect of
yesterday’s music consumption experience
has been lost. But the need for social music
consumption and connection through
music has not gone away. If anything, it
has increased.
Image: Peter Bernik/Shutterstock.com
4 +

5. For the artist, music festivals are a welcome
source of revenue in the face of declining
recorded music sales. More importantly
for artists, in an era of MP3 singles and
streaming, it is an opportunity to more
deeply connect with core fans and win
new ones, telling their stories via a more
complete music presentation experience.
The promoters are (often unconsciously)
tapping into these needs: the need for a
social music consumption experience, for
connection, belonging, ritual, and if they
get it all right, transformation and higher
order fulfillment. Aided by advances in
technology, the music festival of the future
will meet these needs in an affordable and
accessible way.
Image: OSORIOartist/Shutterstock.com
5 +

6. Image: Franz Pfluegl/Shutterstock.com
SO, WHAT IS A MUSIC
FESTIVAL ANYWAY?
6 +

7. IN SHORT, A “MUSIC FESTIVAL”
IS:
• Two or more acts
• Over one or more days
• Recurring at regular intervals
• Organized by a third party
• Brand of the festival supersedes that of
its artists
WHAT IS
A MUSIC
FESTIVAL
TODAY?
Image: glazok90/Shutterstock.com
7 +

8. THE EVOLUTION OF THE MUSIC
FESTIVAL IS ALREADY
UNDERWAY
Music festivals are migrating to where the
audience is vs. people traveling to where
the festival is, both in the physical and
digital realms.
EXPANDED
NOTION OF
SPACE AND
PRESENCE
Image: Marco Verch/Flickr Creative Commons
Kartkraft
8 +

9. MUSIC FESTIVALS TODAY
ARE ABOUT BELONGING
(and boy do we need reasons and occasions to belong)
Image: Franz Pfluegl/Shutterstock.com
9 +

10. IMMERSION
Opportunity for deeper
immersion in a music category
MUSIC-DRIVEN BELONGING
DISCOVERY
Offers exploration into areas
that are unfamiliar, but could
be of interest to the audience
SOCIAL CONNECTIVITY
Meet, connect and develop
bonds with like-minded folks
INTERACTION
Real-time interaction with
people and art
THE WAYS
MUSIC FESTIVALS
FOSTER BELONGING
10 +

11. Music festivals in the future will be shaped
by increasing human needs for connection
and affiliation, and the technology
enablers that are deployed to meet
those needs.
TOMORROW,
BELONGING
WILL STILL
BE IN THE
DRAW
Image: Joe Van/Flickr Creative Commons
Voodoo Festival, 2009
11 +

12. SO, WHAT’S CHANGING
IN SOCIETY?
Images Clockwise: Sensay, frescomovie, Rawpixel.com, Georgejmclittle/Shutterstock.com
12 +

13. PEOPLE WILL INCREASINGLY
SEEK THEIR TRIBES
Two-way communication vehicles
increasingly enable us to self-invent and
shape and control our identities, ultimately
enabling the formation of communities
around our interests, passions, and the
most relevant parts of our identity.
HUMAN
NEEDS ARE
EVOLVING
Voodoo Festival, 2009
Image: Joe Van/Flickr Creative Commons
13 +

14. 1. Experience curators: Find the right experience
2. Digital matchmakers: Connect with like-minded peers
3. “Phygital” connectors: Create digital sensory connections
with others
3 technologies will be key in bringing people together at
festivals in the future
TECHNOLOGY IS
ENABLING BELONGING
Image: luckyraccoon/Shutterstock.com
14 +

15. NOW
Gauging what’s hot and where to be at a
music festival can be overwhelming,
often resulting in memorable moments
being missed
Real-time fingers on the pulse of what’s
hot and relevant for you
NEXT
Apps will let us know if a particular
event is worth watching, based on
user-provided information
FUTURE
Bots and algorithms will analyze personal
and contextual data to guide us to what’s
hot, exciting, and relevant
Thuzz
It lets a sports fan
know if a game is
worth watching
EXPERIENCE
CURATORS
FUTURE FESTIVAL TECH:
Image: Georgejmclittle/Shutterstock.com
15 +

16. NOW
A large part of the festival experience is
discovering and connecting with like-
minded folks. Today, these connections
happen serendipitously
Guided introductions based on your
current context, wants, needs, passions
and group affiliations
NEXT
Algorithms analyze our personalities and
biology to make recommendations on
food, drink, and experiences
FUTURE
Matchmaking algorithms evolve to become
true digital matchmakers, trusted to
proactively introduce us to individuals that
will enhance our lives at the festival
and beyond
The Social Shot
An algorithm developed
at the University of
Cambridge allows the
computation of an
individual personality
analysis through the
user’s Facebook likes.
Image: McIek/Shutterstock.com
DIGITAL
MATCHMAKERS
FUTURE FESTIVAL TECH:
16 +

17. NOW
To connect with artists and other fans,
attendees have to withdraw from the
festival to engage digitally, often missing
memorable moments
Experiencing what fellow fans and artists
are feeling through physical/digital
connections
NEXT
Connected VR technology and haptic feedback
will draw us closer to friends and family to
physically and digitally share experiences
VR systems are ready to take
over the entertainment industry
FUTURE
• Platforms for rapid and easy “phygital”
connecting come online
• Phygital sharing of experiences becomes
the norm
• Fans and artists freely share experiences
with one another
Image: Marco Verch/Flickr Creative Commons
“PHYGITAL”
CONNECTORS
FUTURE FESTIVAL TECH:
17 +

18. Image: Franz Pfluegl/Shutterstock.com
GIVEN THESE CHANGES,
WHAT WILL DISTINGUISH
THE MUSIC FESTIVAL OF
THE FUTURE?
18 +

19. 1. Local and Tribal
2. Frictionless
3. Customized
4. Non-temporal
5. Ritualistic
6. Transformational
6 defining characteristics of the Music Festival
of the Future:
THE FUTURE
MUSIC FESTIVAL
More aligned with the needs of its audience
L Festival, Orange County, CA
19 +

20. WHERE LIKE MINDS CONNECT...
As festivals proliferate, new festival goers
will opt for local festivals with a smaller
cash outlay as a stepping stone to the
fuller festival experience. Promoters, and
the music industry, will respond to this
downward price pressure by promoting
festivals that go deep in a specific genre
vs. broad, as larger destination festivals
do today.
Lightning in a Bottle, 2013
Image: Dianne Yee/Flickr Creative Commons
LOCAL AND
TRIBAL
THE FUTURE MUSIC FESTIVAL:
20 +

21. THE SCARCE RESOURCE IS NOT
SPACE, IT’S TALENT
While there has been tremendous growth in
the number and size of festivals, there
hasn’t been a growth in the number of
headlining acts. These acts now command
fees that are increasingly difficult for
festival promoters to cover, creating a
ceiling on the number of large festivals that
can profitably operate.
The larger festivals that will inhabit
tomorrow’s landscape will be the
“Superbowls” of festivals, while the smaller
ones will be the regular season games.
These “Superbowl” festivals will offer the
best talent and a rich, immersive experience
for a well-heeled millennial cohort.
L Festival, Orange County CA
21 +

22. CULTURAL SHIFT
• Music festival organizers are
aggregating acts that reflect digital
patterns of music consumption
• Music festivals are growing in
number, competing for headline acts
and attendees
• Festival organizers seek niches that
enable differentiation in a crowded
space
• Fans and artists freely share
experiences with one another
IMPLICATION
New music festival attendees will
need to be brought into the fold
to support the rapid growth in the
number of festivals. These “late
festival adopters” will demand an
experience that is more economically
and geographically accessible before
graduating to larger festivals
FUTURE
Smaller local music festivals
proliferate, serving as the stepping
stone for a few large, unique festival
experiences. The source of new talent
for these festivals will increasingly be
the pool of digital-only artists
Source: WonderingSound.com, team analysis
LOCAL AND TRIBAL
THE FUTURE MUSIC FESTIVAL:
22 +

23. WALLET AND PHONE OPTIONAL
In the future, wristbands, bracelets,
watches, and other wearables will not only
provide frictionless transactions, but also
grant access to games, let friends know
where you are, post photos, share contact
info with new friends, monitor hydration,
blood alcohol and other vitals, and ensure
you stay connected to your crew.
Wearable technology is already making it
possible to leave your phone and wallet in
your pocket. As computer chips continue
to get smaller, faster, and more energy
efficient, the smartphone form factor will
atomize into separate, specialized devices,
ultimately eliminating the need for a wallet
or a phone.
Apple Pay
L Festival, Orange
County, CA
Bottom Image: Shinya Suzuki/Flickr Creative Commons
FRICTIONLESS
THE FUTURE MUSIC FESTIVAL:
23 +

24. CULTURAL SHIFT
• Mobile payment platforms are
revamping functionality to support
smaller festivals and local brands:
PAYPAL
• Assault-averting wristbands will
monitor your vitals and keep you
connected to your friends:
ASSAULT-AVERTING WRISTBANDS
• Beacon technology will allow festival
attendees to opt-in to sharing their
location, ultimately enhancing social
interactions and connections.
IMPLICATION
Festival goers of tomorrow will
expect technology to eliminate the
need to carry a wallet, and make
carrying a phone optional
FUTURE
Technology will not only enable
frictionless transactions, but will
also support frictionless social
networking, social safety, and social
content sharing and consumption
FRICTIONLESS
THE FUTURE MUSIC FESTIVAL:
24 +

25. MY FESTIVAL EXPERIENCE IS
UNIQUE TO ME
Having come of age during a time of
unprecedented consumer choice and
control, tomorrow’s festival attendee will
expect to be able to curate their festival
experience to explore, discover, immerse,
connect, withdraw, and detox on their
terms, at their pace, on premise and off.
“One trend emerging is the way people are
using technology to curate their own festival. So,
within the big playlist, making their own playlist
of what they are going to see and how they’re
going to see it.”
Jack Antonoff, Musician
SXSW Interactive 2011
Austin, TX
Image: kris krüg/Flickr Creative Commons
Source: PepsiCo Proprietary Festival Research
CUSTOMIZED
THE FUTURE MUSIC FESTIVAL:
25 +

26. CULTURAL SHIFT
• Allow fans to design and distribute
concert apparel via marketplace
apps: TEEPUBLIC
• Edit and share festival photos,
creating a personal and shareable
audiovisual experience on festival
grounds: GENERATE
• Find the right amount of personal
space and interactions at festivals:
AVOID HUMANS
IMPLICATION
Music-festival attendees will expect an
increasingly customized experience
FUTURE
Music-festival attendees will curate,
share, and monetize their festival
experience. It will be a form of digital
scrapbooking. Music festivals will also
offer truly value-added opportunities
for artist/fan co-creation and
collaboration
CUSTOMIZED
THE FUTURE MUSIC FESTIVAL:
26 +

27. THE EPHEMERAL ASPECT OF
MUSIC FESTIVALS WILL
GO AWAY
Music festivals will lose the notion of
defined space and time. Augmented and
virtual reality, holograms, livestreaming, and
the next wave of social media platforms will
not only enhance the on-premise
experience, but will enable the festival to be
consumed and re-lived on demand by
tomorrow’s consumer.
Coachella
Image: Malcolm Murdoch/Flickr Creative Commons
NON-TEMPORAL
THE FUTURE MUSIC FESTIVAL:
27 +

28. CULTURAL SHIFT
• Service takes 360° photos and videos
and provides them online to capture,
enhance and preserve the festival
experience: YOUVISIT.COM
• FOMO app scours the internet to find
relevant photos, video and other
content and aggregates all of it into a
timeline for a festival, or other major
events: SEENAPP
• Physical presence is no longer a
requirement for the music festival
experience: OCULUS RIFT VR CINEMA
IMPLICATION
On-demand consumption habits are
increasing, and technology is only
raising the bar on expectations for
quality and quantity of content
FUTURE
Hologram, augmented, and virtual
reality technology evolve to deliver a
festival that music fans won’t watch
so much as they will experience. This
experience will elicit the emotional
reactions a fan would have at the
physical festival, which is the key to
non-temporality
NON-TEMPORAL
THE FUTURE MUSIC FESTIVAL:
28 +

29. MUSIC FESTIVALS WILL
CONTRIBUTE TO THE EVOLUTION
OF AMERICAN CULTURAL
RITUALS, CUSTOMS, AND
TRADITIONS
As societies mature, they tend to develop
well-established and shared rituals, customs,
and traditions. America, being a relatively
young society, is still developing its rituals.
There is a ritual gap…
New rituals are emerging, slowly. Perhaps,
the seeds of our new rituals will emerge
from our music festivals.
Image: Paul Stevenson/Flickr Creative Commons
RITUALISTIC
THE FUTURE MUSIC FESTIVAL: Marsden Imbolc Fire Festival
29 +

30. “Festivals are ritual with a
musical accompaniment.”
Renat Kuenzi, Journalist
Images Clockwise: Filipe Frazao, Ru Bai Le, Adam Filipowicz, Luboslav Tiles/Shutterstock.com
Source: Swissinfo.ch
30 +

31. CULTURAL SHIFT
• Create traditions that establish a
cadence and sense of community
amongst attendees: BURNING MAN
• Maintain a sacred bonfire for
storytelling, singing, and dancing:
THE EVOLVE FESTIVAL
• Festival grounds are blessed at the
start of the festival by a Mekah elder:
PHOTOSYNTHESIS FESTIVAL
• Festivals will make food choice
offerings that align with the lifestyles
they support (e.g., vegetarianism):
THE EVOLVE FESTIVAL
IMPLICATION
To create meaning and unique branding for
their festivals, promoters will crowdsource
rituals and traditions that are evolving
beyond basic festival guidelines
FUTURE
Tomorrow’s music festivals will
offer more defined rituals that add
purpose to the party
RITUALISTIC
THE FUTURE MUSIC FESTIVAL:
31 +

32. LEAVING WITH A SENSE OF
CONNECTEDNESS, GREATER
POSSIBILITY, AND FULFILLMENT
BEYOND MUSIC
The music festival of the future will more
explicitly deliver against the human needs
for authentic connection and
transformation that they may not be
getting from other aspects of their lives.
The music festival attendee of tomorrow
will leave with a memorable experience
that renders them changed in some
meaningful way.
Northside Festival, Brooklyn, NY
TRANSFORMATIONAL
THE FUTURE MUSIC FESTIVAL:
32 +

33. CULTURAL SHIFT
• The Lucent Temple of Consciousness
provides a space for personal
healing through yoga, temple music,
and mental engagement with
different speakers and workshops:
LIGHTNING IN A BOTTLE
• When taking a break from the music,
attend festival-branded classes on
financial freedom, world peace,
selfexpression, and Burning Man
culture: LUCIDITY FESTIVAL
• Construct themed areas for different
moods and energy levels:
THE BOUNCE FESTIVAL
IMPLICATION
The gap left by our increasing
secularity, elimination of civics
education, and social isolation creates
a need for higher order fulfillment,
connection, and transformation
FUTURE
Tomorrow’s music festival will be
equal parts concert, university, and
higher-order fulfillment center, with
a dash of political activism thrown in
for good measure
TRANSFORMATIONAL
THE FUTURE MUSIC FESTIVAL:
33 +

34. TOMORROW, MUSIC FESTIVALS
WILL DELIVER BELONGING
THAT STRIKES AT THE HEART
OF OUR IDENTITY
IMMERSION
RITUAL AND TRADITION
CULTURAL IDENTITY-DRIVEN BELONGING
DISCOVERY
CULTURAL EDUCATION
SOCIAL CONNECTIVITY
TRANSFORMATION
INTERACTION
VALUES ALIGNMENT
34 +

35. WHAT NOW?
It’s not about technology... it’s about technology that enables the
fulfillment of real human needs for belonging, connection, ritual,
and transformation.
In the future, festivals will play a much larger role in reinforcing
our identities.
Image: sickmoo/Shutterstock.com
35 +