So you want to host a music festival? Here’s what you can expect.

About 32 million people attend at least one music festival each year in the US. Fans can choose from over 800 festivals happening annually, with more being added each year. If you’ve ever wondered what it takes to produce one, you’re in luck because we’re giving you a peek behind the scenes. G7 produces the Rendezvous Music Festival in Jackson Hole every spring, which involves everything from booking the lineup to the tiniest production detail, and our team knows how to put on a good show.?

Festivals bring people together through the power of music, art, and entertainment while creating unforgettable experiences that turn into lifelong memories. Plus, they’re big business. Last year’s Austin City Limits Music Festival added nearly $448 million to the Austin economy. Smaller festivals are bringing in big bucks to their towns as well. The Big Ears Festival takes place in Knoxville, Tennessee and brought in $36 million to its host city. But numbers like these can be misleading. Most festivals often don’t make a profit until their third year, if they’re able to survive that long. Atlanta’s One Musicfest was in the red for five years before it started turning a profit.

It’s obvious the goal of every festival is to sell tickets and sponsorships, and the best way to do that is to book a killer lineup. Even when you’re making a mixtape or playlist for someone, each musical choice has meaning and purpose. Booking a lineup is similar but on a much larger scale, and it’s meant to please thousands of people. That’s no easy feat. It’s like putting together a complex puzzle where the pieces represent the budget, timeline, festival’s brand, audience, and booking strategy. You also have to consider what competing festivals are doing within a certain radius of your location.?

Nailing down those headlining acts is crucial as they’ll influence your marketing efforts. While they are the major selling point, don’t let them drain the budget so much that the remaining lineup seems like an afterthought. Talent bookers have to consider programming for the entirety of the festival, not just the headline acts. Once the main artists are finalized, it provides some teeth for your early promos. For example, now that Rendezvous has announced its headliners, fans can get a sense of what type of music to expect in 2024.

It’s also helpful to create a typical fan profile for your festival so your acts align with the audience’s musical taste. For example, the Barefoot Country Music Festival boasts over 40 of country music’s hottest artists across five stages, which means it wouldn’t make sense to book EDM acts for their crowd. Create a booking strategy and stick to it so your lineup will align with the audience’s preferences and the festival’s brand identity.??

Creating a lineup can feel like going through a gauntlet, but there are also other factors to consider, like the festival’s geographic location. Does it help provide regional or national exposure that could expand the festival’s promotion? And don’t forget about the weather in that area. Do you need to plan for high temperatures or heavy rain? Producing the Rendezvous Festival means we have to be ready for cold temperatures with snow and predict how that might affect the experience. Poor operational resource planning and not being ready for inclement weather have been the downfall for past festivals, so don’t fall into that trap. Remain vigilant when it comes to contracts with your vendors and talent. If it’s not in writing, it should be. Also, make certain you’re covered when it comes to insurance and force majeure because we live in a world where cancellations are always a possibility, so these will help protect your interests and investments.?

It’s obvious that music festivals bring people together, but producing them also requires a team effort from different kinds of people. Funding typically comes from multiple sources, including founders, investors, sponsors, brand partners, and also potentially city departments and tourism boards. Artists are also getting in on the act by starting their own festivals. That’s a lot of stakeholders, and they all have specific interests and goals. So, always be prepared to find a diplomatic solution because you’ll have to navigate working with different personalities and preferences.?

We’re sharing what we’ve learned over the years because we get to witness the power that music festivals hold. They’re incredibly rewarding for fans and can be for investors and stakeholders alike. But it’s important to know what you’re getting into, to achieve success. By staying informed and understanding the intricacies of producing a festival, you can pave the way for a memorable music experience.