Our tips for activating at festivals in 2025

In August, we took 20 brands, on a bus, together, on a Friday, to explore We Out Here as part of our Future Field Trip series on BEYOND. It was a blast. We even created a zine….

So as we enter festival line-up announcement season, and with Glastonbury’s ticket sale around the corner we’ve had a moment to reflect on some learnings from this year’s festival calendar.

The UK's music festivals are more than just large gatherings of music heads; they are a long-standing part of our cultural fabric. From the mosh pit ragers of Download to the bin-smashing teen of Boardmasters, or the champagne-sipping hot tubs of Latitude, these festivals have long been a breeding ground for musical innovation, community, and cultural exchange. According to a survey by Eventbrite, approximately 72% of UK respondents aged 18-24 attended at least one music festival in the past year.

Over the decades, they have evolved from niche events to major cultural milestones and even all-consuming lifestyle brands - Tomorrowland has its own ‘elixir of life’ fragrance ffs... But this evolution reflects and shapes our diverse music scene. For artists, festivals offer unparalleled opportunities to connect with audiences, test & hone their sets, gain exposure, and ultimately - elevate their careers. Spaces like Wireless’ +44 stage, Glasto’s BBC Introducing or We Out Here’s Lemon Lounge act as incubators for future headliners.

Positivity aside, 35 festivals closed last year so… ?they need your help. When done right, festival brand activations can offer incredible ways to engage your audiences and build brand advocacy, alongside supporting the future of our festival industry in the UK.

Here are our top ways brands could activate at festivals for the 2025 season.

1. GO BEYOND THE BRANDED TENT

Forget about logo slapping and lightboxes—today’s festival-goers want brands to bring real value. Brands should focus on experiences that connect with festival culture authentically, like Red Bull’s Behind Our Scene talks at We Out Here or Vodafone’s practical services at Glastonbury. Think deeper about what attendees truly need. Are you a brand partner, or could you be a service provider?!

2. INDEPENDENTS CARE MORE

With 35 independent festivals closing last year, it’s time to support the underdogs. ?Big conglomerates (Live Nation, ahem) squeeze grassroots scenes through exclusivity deals on big name talent, alongside buying out site licenses, the independent festivals build value led brands & high production, high aesthetic spaces. ?Brands can make a real impact by supporting independent festivals. Big conglomerates may offer sclae, but they can count every post, and have less scope to bring your brand to life in more unique and creative ways.

3. CREATE MEANINGFUL MOMENTS

Help people connect beyond just music. Whether it’s offering wellness spaces like Red Bull @ WOH or facilitating solo ravers meeting up, focus on enhancing festival-goers’ experience. Be more than a bar. Gen Z values community and shared experiences, so craft activations that bring people together in unexpected ways.

4. EMBRACE NICHE CULTURES

Monoculture is dead. Dive into micro-communities within festivals, like jazz or experimental music scenes, to connect on a deeper level. Show up in an authentic way, whether through artist collaborations or by recognizing specific cultural references in your content.

5. MORE THAN JUST A WEEKEND

Festivals are the cherry, not the cake. Brands need to think year-round and engage with these audiences before and after the event. Consider running pre-festival campaigns or post-festival care packs that keep the conversation going, solidifying brand loyalty long after the lights go down.

6. BEYOND THE EXPECTED

There are huge, culturally engaged audiences outside London. The fact that more than 80% of the people in the UK interested in music live outside of London is reason enough to broaden your cultural focus across the UK, especially when we know there is a correlation between cultural relevance and commercial growth. Festivals offer unique opportunities to engage the breadth of your market. 70% of music festival attendees are willing to travel more than 100 miles to attend a festival. Tapping into festivals that are further afield could be where it’s at for your brand.

Contemplating integrating a festival touchpoint within your brand plans for 2025?

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