Files
Download Full Text (18 KB)
Abstract
Music festivals are major cultural and economic forces that play a big role in shaping contemporary music consumption, community, and identity within the live entertainment industry. Without partnerships, most would not be financially viable; however, partnerships have evolved from pure sponsorship models to true collaborations focusing not only on entertainment but also cultural and emotional impact. This paper explores how music festival partnerships and brand activations shape the festival experience, consumer sentiment, and authenticity. While previous research often focuses on financial benefits and brand recall, few analyze emotional impact, audience-brand alignment, and the full consumer experience. I conducted interviews with seven industry professionals (65+ years of collective experience) and on-site observations at Primavera Sound, complemented by an attendee survey. Today, partnerships go beyond logo placement—brands are expected to create immersive, value-adding activations, leading to deeper emotional connections. Long-term partnerships benefit both parties and allow for true synergy. Industry shifts highlight the rising importance of sustainability and hybrid experiences. Key findings include the value of long-term partnerships, the need for authentic and interactive activations, and the risks of audience misalignment and “activation fatigue.” Strategic implications emphasize longer-term approaches, solving attendee pain points, and focusing on wellness and lifestyle in a values-driven market.
Publication Date
7-1-2025
Campus
Valencia (Spain) Campus
Award
With Distinction
Recommended Citation
Johan, Sophie. “Beyond the Billboard: How Festival Sponsorships Shape Festival Experiences and Consumer Sentiment.” Master's thesis, Berklee College of Music, 2025. https://remix.berklee.edu/graduate-studies-global-entertainment-business/410.