Independent Festivals and What Makes them Superior
The end of July marks the midway point in the UK festival season. Whilst the UK is considered elite in festival delivery, being commercially viable is not easy. The Association of Independent Festivals have said that ‘without intervention, it’s expected that the UK could see over 100 festivals disappear in 2024 due to rising costs.' Challenges aside, the independent festival sector remains strong, very strong in fact.
Given an abundance of choice in the UK for festivals, option paralysis means competition is tough for promotors when trying to secure ticket sales. It seems that corporate festivals, whilst they may not be as hard hit as the independent festivals due to financial backing, they are certainly facing challenges. In the global shift towards experientialism (and transformationalism), festival-goers are selecting their festivals of choice based on more than just a well curated line-up; they are looking for extraordinary experiences and memory-creating moments all fuelled by personalisation.
It seems that the independent sector is proving to be superior here. This may be due to many independent festivals starting as passion projects and therefore the DIY approach that forms that foundation of these festivals are built with a depth of understanding as to what goes into building the festival and a desire to deliver and fine-tune a dream that is a shared experience with the audience. In contrast, corporate festivals have a more 'cut-and-paste' approach, with large contractors coming in to build the site, mainstream line-ups and little else bar sponsored activations.
Community is such a fundamental part of any festival; independent festivals tend to attract repeat patronage which helps not only with ticket sales but the legacy of the festival through the stories the audiences tell. Returning festivalgoers and with the flexibility within an independent festival's production, integrating the feedback and suggestions from their community provides an opportunity to deliver on the audiences’ desires but also to give a sense of ownership to them, which in turns harnesses loyalty.
Corporate festivals undoubtedly have a place in the industry, giving artists a large platform and providing a coming-of-age experience for many audience members. The seemingly endless pot of money means these festivals can continue, even with a drop in ticket sales and survive the financial hit. Independent festivals don't have this luxury.
If you are a seasoned festival goer, or if this will be your first year attending a festival, please consider the following (especially if the festival you are attending is an independent festival):
1. Buy your drinks from the bar
2. Purchase official merch
3. Buy an early bird ticket for the following year
4. Spread the word (whether you're attending the festival or not); share a poster, write a review and encourage others to attend
5. Be part of the community, festivals need you!
