Marketing / 05.03.23
The Rise of the Genre-Specific Niche Music Festival
Nylon (05/01/23) Wolper, Caitlin
Many genre-specific niche music festivals have emerged over the past few years, forming around particular communities. Examples include festivals in Colorado produced by Planet Bluegrass, and president Craig Ferguson believes the growth of niche festivals is driven by more options, and by "people maybe being more careful about their choices." He also feels the pandemic moratorium has "rekindled a desire for community." Goldenvoice's Vice President of Festival Talent Stacy Vee views niche festivals as reunion opportunities for fans and artists, as well as a response to listeners being swamped with multiple music styles in the streaming age. She also says fans who would rather avoid enduring hot weather for multiple days appreciate the low-key nature, brevity and convenience of niche festivals. "Each festival has a different vibe, and it's nice to get a different perspective of each one. And each festival attracts a different crowd of people as well. That's a really big part about going to festivals, and can make or break your experience there," explains Amber Campbell, a festival-goer based outside of Portland, Ore.
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Tags: Marketing , Festival