What Festivals Can Learn from 'Star Wars: The Force Awakens'

December 09, 2015 - By: Sarah Pease

There may be a chill in the air, but there is already buzz building for the 2016 music festival season.
South By Southwest has revealed some of their lineup, while
Coachella is expected to announce theirs sometime in January. Before all
that hype begins, arguably the most highly-anticipated movie of the year,
Star Wars: The Force Awakens will open on Friday, December 18. In this
age of oversharing,
The Force Awakens has done the seemingly impossible by keeping the majority of its plot under wraps, while still generating hype and peaking interest among its loyal fanbase. Here are three lessons music festivals can learn from director J.J. Abrams and Co.:

  • Carefully pick and choose what information to share that generates excitement without giving away too much too soon. Festivals can use this concept to help control the perception of their event.
  • Build off your brand’s reputation. Lollapalooza is turning 25 and has established itself as a perennial must-attend on the festival circuit, which means it doesn’t need to rely heavily on hype like when it first started. Past attendees know Lollapalooza will deliver, so all they need to do it continue to nurture what they’ve created.
  • Engage your fans. Attendees are shelling out good money for travel, lodging, and to see their favorite bands, so get them involved and keep their attention by actively communicating with them on social media and through special promotions.

Tell us what you think about these strategies in the comments!
Photo Credit: Les Dunes Electroniques