Standing out from the crowd

Date of publication: September 8, 2019

Abstract:

Through this study, Viacom set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved. This paper summarises the key findings from the study and presents a 'festival framework', identifying the key ingredients to get right, as well as those that are not as important. It provides a comprehensive understanding of music festivals, along with the opportunities and challenges that they present for brands.

Christian Kurz

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Anna Noel Taylor

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Ian Wright

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Jo McIlvenna

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Ben Allen

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Kerri Fortune

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