Media: Double Standards - Why music festivals and brands are best friends

you've never seen and finding a new favourite. I'm particularly looking
forward to checking out The Horrors, Lady GaGa and White Lies.

- With so much activity happening in this area, how do brands avoid the
problem of clutter at festivals?

The real trick for brands is deciding why they're getting involved with
the event in the first place, and then to find a creative and
imaginative way to not only fulfil their criteria but also to engage.
It's amazing to see how many brands go wrong by missing one of these
points. There's little value in creating something really cool if it has
no relevance to the brand.

- Are there brands/sectors that you feel are missing an opportunity in
not getting involved in festival sponsorship/content?

Some of the financial brands could benefit from being more involved in
festivals. It could be a positive step for them at this point in history
when faith in financial services is at rock bottom. From a basic
realignment of the brand, through to offering a service such as cashless
events, would not only benefit the brand, but also genuinely give back
to those attending.

- Why is music so attractive to brands as a way of communicating with
consumers?

What better way of communicating with the consumer than through one of
their passions? Music is such an important part of many people's lives.
By supporting that passion and adding value to it, brands have a real
opportunity to engage consumers in a meaningful way.

- What's the most exciting sponsorship by a brand involving a festival
that you've ever seen?

There are a number of brands that have got it right. Virgin supporting
the V Festival for the past 13 years shows it has music running through
its veins. Bacardi and Strongbow show their continuing support of
experiential activity, while Carling's Cold Beer Amnesty always goes
down well. Looking to the green future of events, I was really impressed
by Scottish Hydro's activation at Connect last year, offering attendees
rickshaw transportation along with cycle-powered showers.

- Are brands cutting back on their involvement in music due to the
downturn?

Some brands have inevitably dropped out, but overall we've seen an
increase in business this year. We may be in the midst of a recession,
but those brands that continue to move forward with their plans will be
in a much stronger place when the economy starts moving again. Working
with music is a cost-effective way of keeping your brand in the
forefront of the consumer's mind.

- Can you share with us your most interesting personal festival
experience?

My favourite moment of any event is wandering around the site while the
headliners are on stage, watching tens of thousands of people having the
time of their lives and thinking that I had a small part in making this
happen.

DAVE CHASE - HEAD OF MUSIC PARTNERSHIPS, MINDSHARE

- In terms of the music, what's the most exciting thing on offer at a
music festival this summer?

For me, it's the return of the mighty Blur at Glastonbury.

- With so much activity happening in this area, how do brands avoid the
problem of clutter at festivals?

Brands must add value and relevance to the experience to be embraced by
the audience. Positive examples include the Orange Recharge tent, Lynx
Manwash and Carling's Cold Beer Amnesty. People need to recharge phones,
they like to be clean (especially when they get hosed down by hot
girls!), and we all prefer a cold drink to a warm one, so they all added
value. Barclaycard should prove to be the next brand to cut through with
its Live Nation partnership delivering cashless festivals, a huge
benefit to the consumer.

- Are there brands/sectors that you feel are missing an opportunity in
not getting involved in festival sponsorship/content?

Festival-goers often spend months planning for the event and if a brand
can help simplify this process, they would be welcomed with open arms by
the consumer. Festivals are the main summer holiday for many
festival-goers, especially this year with the credit crunch, so perhaps
travel companies could be engaging in this space, with a view to
migrating the consumers to international festivals or more traditional
summer holidays in the future.

- Why is music so attractive to brands as a way of communicating with
consumers?

It's well documented that music is enormously important to consumers,
with various research studies confirming that music is aspirational, it
changes mood, reminds people of a past experience etc. Festivals are a
lifestyle choice and an easy way to reach a decent chunk of the 18-24
demographic in one go. There's now also a growing older audience, whose
tastes are still being catered for at major events, but also via bespoke
events such as Camp Bestival. It's common sense, but it stacks up.

- What's the most exciting sponsorship by a brand involving a festival
that you've ever seen?

Carling's Cold Beer Amnesty wins hands down. From the consumer's point
of view, it was unexpected, a huge benefit and appreciated. From a brand
point of view, it allowed Carling to present the product in its best
possible light, directly to consumers, while adding relevant
entertainment in a branded environment on the campsite after the bands
had finished. Cold Carling is preferable to a warm can of even your
favourite lager at a festival.

- Are brands cutting back on their involvement in music due to the
downturn?

To an extent, yes, festivals are seen as a removable luxury by some
clients, but not to the extent that the major festivals are suffering.
There is a natural cycle of brands removing their marketing spend
allowing new players to enter the festival arena. A couple of years ago
you had Carling dominating, but now it's scaled back allowing the likes
of Tuborg and Gaymers to take the alcohol and live music honours. Plus
there's O2, which has already been replaced with Barclaycard by Live
Nation, and you then have brands such as Virgin Mobile and Orange
continuing their long associations with V and Glastonbury.

- Can you share with us your most interesting personal festival
experience?

Making one of Boyzone wait outside in the rain when he turned up
ticketless and tried to blag it into the VIP area with his new band at V
Festival. I enjoyed that.