Why Is Social Media Important to Music Festivals?

As a platform for sharing and connecting with others, social media spreads messages, thoughts, and music. With new ways of sharing music online via links on YouTube and Spotify, music and social media now go hand in hand because social media is primarily where musicians advertise themselves. Like DeMers argues in his article, “The Top 10 Benefits of Social Media Marketing”, he says that social media improves business through “increased brand recognition”. In this case, the musician’s brand is their image and their music; the more social media users see the artist or hear their music, the more familiar they are with their work. This applies directly to music festivals like Coachella, Firefly, and Warped Tour, too, because music festivals use the brands of musicians to advertise themselves.

Music festivals exist as a massive promotion of a plethora of musicians, for not only do they advertise themselves as a festival, but they also advertise for the musicians so that more people will be interested in attending the event. By posting about their own brand as well as the brands of their musicians, music festivals attempt to familiarize the general public with an image or reputation unique to themselves. For example, Firefly includes its festival name in all of its hashtags for its ticket giveaway contests. This allows for increased brand recognition because Firefly’s name is its brand, and by having its name be used in hundreds of thousands of tweets and posts on Facebook and Instagram, it is increasing the appearance of its name and image across social media so that more people will familiarize themselves with the Firefly Music Festival. Music festivals utilize social media because on sites like Twitter, Facebook, and Instagram because a majority of the users on these sites comprise the age group which music festivals target.

As Kunz reports in her article, “The Tech Connection to the Rising Popularity of Music Festivals”, online conversations help increase ticket sales, and “75 percent of music festival posts on social media come from ages 17 to 34.” This age group is the youth demographic that music festivals appeal to, and since a majority of this age group uses social media, it is strategic that music festivals use social media to advertise themselves to this audience.

Yet the festival does not just advertise itself; sometimes it gets its followers to advertise for it. With photo sharing on Twitter, Facebook, and Instagram, users can share photos of music festivals with their followers and with the general public. By holding photo contests like the Firefly Music Festival does, music festivals dramatically increase the number of photos of themselves online, thus making their brand and image more familiar. As Fernandez explains in his article, “Marketers: Don’t Miss Out on Summer Music Festivals”, “[people] see the festivals on social media, and [they] feel like [they’re] missing out so [they] make sure [they] attend the next festival.” This is both a logical and ethical argument.

The logic behind this argument states that if a numerous amount of people deem the festival worthy of being shared across social media, then the festival must be worth attending. The ethos comes from the social media accounts of entertainment outlets that cover music festivals and use social media to show photos and articles of festivals they attended. With social media, festivals can reach farther than the region where their venues are located because social media is not just sharing information cross-country; it is sharing information across the world. This far-reaching method of advertising and promotion is something that cannot be accomplished in any other way, for most of the world looks to social media to share and receive information from other locations around the world.

Works Cited

DeMers, Jayson. “The Top 10 Benefits of Social Media Marketing.” Forbes – Entrepreneurs Information and Entrepreneurs News. Forbes, 11 Aug. 2014. Web. 4 March 2015.

Fernandez, Michael. “Marketers: Don’t Miss Out on Summer Music Festivals.” Digital Next Tech Blog. Advertising Age, 18 July 2014. Web. 4 March 2015.

Kunz, Marnie. “The Tech Connection to the Rising Popularity of Music Festivals.” Arts and Culture Topics – PSFK. PSFK, 17 Sept. 2014. Web. 4 March 2015.

Why Is Social Media Important to Music Festivals?

Coachella Makes a Splash with its Left Shark Tweet

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Although the Coachella Music and Arts Festival usually maintains a lacking presence on social media, it made a serious attempt to excite its followers with this tweet. In this tweet, Coachella announces that the ticket passes for its first weekend began shipping; this is an exciting announcement in itself for those followers attending Coachella. Yet it is the picture which Coachella attaches to the tweet, that really uses pathos to appeal to the followers’ sense of humor and ethos to excite its followers.

The picture shows a cartoon depiction of one of the shark-costume-wearing backup dancers from Katy Perry’s 2015 Super Bowl Halftime Performance. Although the sharks were backup dancers, they truly stole the show for the shark on the left, dubbed ‘Left Shark’ became an Internet-culture icon due its rather humorous appearance and dancing. In Coachella’s picture, Left Shark is shown holding a package with Coachella’s logo on it, which represents the ticket passes for Coachella’s first weekend. For Coachella’s followers, this humorously suggests that Left Shark will attend Coachella, but in reality, there is an advertising message behind the photo.

Since Left Shark has become incredibly popular on the Internet after the Super Bowl, Coachella uses this Internet icon to promote itself. By suggesting that even Left Shark, a true celebrity both in real life and online, will go to Coachella, Coachella is using the popularity of Left Shark to promote the music and arts festival. The ethos here stems from Left Shark’s reputation as a celebrity from Katy Perry’s Super Bowl performance, and Coachella uses Left Shark as an example because it humorously appeals to its followers.

Yet its followers as a whole were not the designated target for this tweet. Coachella’s tweet was specifically aimed towards its attendees because ticket pass shipping only applies to the followers that bought Coachella tickets. Unfortunately, the call to action, which is to look out for an email with a tracking code, applies only to attendees and alienates those who are not attending Coachella. Although this may seem ineffective for Coachella’s social media campaign because it excludes a certain portion of its followers, the tweet itself is actually a success.

The tweet successfully communicates a message: people’s tickets will be arriving to them soon. The exclamation point used in, “Keep an eye out for your tracking email!” implies excitement on the festival’s behalf, and this, too, excites the target audience: those who bought the tickets. The appeals in this tweet include pathos and ethos; the pathos appears in the appeal to the followers’ sense of humor with the use of a Left Shark cartoon, and the ethos is utilized in the form of using Left Shark to promote Coachella in the photo. Surprisingly, Coachella delivers an effective tweet after a slew of impassioned, confusing posts on its social media accounts. Coachella’s use of Left Shark to promote itself and appeal to followers truly shows that not only was Left Shark the star of the Super Bowl, but also it is the star of social media.

Coachella Makes a Splash with its Left Shark Tweet

Let It Be: Firefly Has Already Won it All with this Past Week’s Announcements

Although the semester is only halfway over, Firefly has already won. It has not only won the social media contest, but it also has obliterated its competitors: Vans Warped Tour and Coachella. On February 25, Firefly released the name of its final headliner: Sir Paul McCartney.

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In only its fourth year, Firefly has booked a Beatle, a legend and an icon in the world of music. The Internet exploded, and to celebrate its superstar headliner, Firefly held another 10-ticket giveaway. This past week, Firefly’s posts on Facebook and tweets were chock full of pathos. To begin, when Firefly announced its final performer, it said on Facebook, “Firefly is honored to welcome Paul McCartney to the #FireflyFam.” The post appeals to not only the excitement of the followers, but it also exposes the excitement and admiration that Firefly has for Paul McCartney. Its ticket giveaway that followed the announcement was strategically announced after the final headliner was released. Since Paul McCartney is extremely popular amongst multiple generations of people, the ticket giveaway will see an increase in participation by not only young adults but also by adults over the ages of 40. By announcing Paul McCartney last, Firefly kept its followers anticipating a surprise announcement, thus making them follow the Firefly social media accounts closely.

In addition to the announcement, the hashtag that Firefly used, “#FireflyFam”, was used in one of its contests for free tickets, and the purpose of the hashtag was to unite all of Firefly’s followers as a family. In referring to Paul McCartney as part of the Firefly family, Firefly humanizes itself and its celebrity performers. This also separates Firefly from Coachella and Coachella’s personality on social media.

Although Coachella also had Paul McCartney as one of its performers in 2009, Coachella releases its lineup in full at once, and it does so with a single tweet or post sans captions. Without an excited caption like that of Firefly’s, Coachella’s neutral announcement makes it seem as if it is merely informing its followers. If the festival does not seem excited, its followers will be less excited. As a music festival, Coachella’s responsibility is to appeal to its followers’ excitement and convince them that the performing acts are worth watching, yet Coachella fails to use pathos and ethos in most of its important posts. While Firefly’s announcements have excited and admirable tones, which shows that it is honored to have booked its acts, Coachella’s posts have neutral tones, which makes the festival seem like it is taking its acts for granted or it is too good for its performers.

This past week, Coachella tweeted three times, and two of the three tweets applied only to those who bought tickets to the festival. The other tweet announced a Q&A session with one of its performers, and the problem with this tweet is that it alienates those followers who do not like or have not heard of the band. In one of its tweets, though, Coachella said “Listen up!”, which was a clear indication of a call to action for its followers, specifically those going to Coachella, to click on the link provided and read more about the product Coachella was selling. The imperative tone of the tweet is a use of pathos because it appeals to Coachella’s followers’ sense of curiosity; it drives them to see what is so important. Also, since Coachella’s twitter is the festival’s official twitter, followers know that due to the account’s credibility, the earplugs being advertised are a worthy purchase. Coachella’s recent tweets, especially those of this past week, have been taking up a more informative tone, and although its social media campaign is still the weakest of the 3 companies, the informative tweets are still important.

While Coachella informed its followers about earplugs and a Q&A session with a band, Warped Tour announced its 13th official artist announcement. 13 artist announcements later, and the tour still has not released its first lineup. Although Firefly delayed the release of its headliner for the purpose of keeping attention on its social media account, Warped Tour has taken this to an excessive level. The excessive number of announcements causes followers to lose interest; they feel that they can wait until the entire lineup is released at the end of the announcements. Therefore, they will not keep checking back to the Warped Tour social media accounts for more announcements.

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In addition to its 13th band announcement, Warped Tour tweeted about a non-profit organization’s videos of schoolchildren playing percussion instruments. The captions were simple: “Louisville Leopard Percussionists Performing…”, but they were not informative. The captions failed to detail what the non-profit organizations do, and although the videos may have been an attempt to make followers happy, it does not adequately inform them of the background of the organization.

Warped Tour has been lackluster in its band announcements, for it has simply done too many. This makes followers lose interest regardless of how excited the tour itself may be about its announcements. Excessive tweeting and posting discourages followers from following a certain account because it may seem like the individual or group may be overselling a product or message. Yet tweeting to little can also discourage followers from following an account because it shows that a group or individual does not care enough to interact with its followers; this is what Coachella is doing.

While Coachella ignores it followers, Firefly tweets and posts just the right amount. It knows to tweet most during important times such as ticket sales and band announcements, and it knows to communicate with its followers more during those times as well. Firefly has mastered its successful strategy on social media, for it effectively garners excitement from its followers and drives online traffic towards its social media accounts during appropriate times with its hashtags, contests, and terrific lineup.

Let It Be: Firefly Has Already Won it All with this Past Week’s Announcements

Weekly Round Up: Firefly for the 4-peat

When it comes to lineup announcements, Firefly does it best. The Delaware Music Festival obliterated its competition this past week when it dropped its anticipated lineup in the form of a YouTube video posted on its Facebook, shortly followed by a picture of all the artists’ names. Warped Tour and Coachella could not compete with the attention that Firefly commanded this past week, for they lagged farther behind than last week in their social media campaigns.

For starters, Warped Tour decreased its number of bands announced from 5 to 4 names per week. Although this decrease may seem like a flaw in the campaign, it potentially signals that the lineup announcements are slowly coming to an end. This means that the last few artists are being announced, and soon, the entire lineup will be released. It would help, though, if Warped Tour indicated that its full lineup would be released soon because it would draw more attention to its social media accounts and its tour in general.

In addition to its lineup announcement, Warped Tour tweeted about its “Warped Tour Kick Off Party”. On February 20, Warped Tour tweeted “Announcing the 2015 Vans Warped Tour Kick Off Party with performances by Crossfaith, New Beat Fund, and more!” The tone in this tweet is one of excitement, and the purpose of the excited tweeted is an appeal to followers’ enthusiasm and desire to attend this concert. Also, the use of “and more” in the tweet links to the call to action: click on the link to see the whole lineup. By including a link and only naming 2 performers, Warped Tour is directing followers to the link and appealing to their sense of curiosity.

The lineup and concert announcement, however, was not enough to overtake Firefly. Like it does every year with its announcement, Firefly released a YouTube video showing all the names of the performers with clips of past Firefly concerts in the background. For the music, Firefly used a mash-up of songs by the big-name artists on the lineup. Along with the video, Firefly released a picture of all of the artists, but one of the headliner’s name was blurred out. The purpose of this censorship was to keep attention on the music festival between now and its occurrence. By censoring the name of one of the headliners, Firefly is targeting the speculation and curiosity of its followers, leaving them to try to figure out who the remaining headliner. This strategic advertising move allows Firefly to make another important announcement aside from its last round of ticket sales between now and June 18th, the first day of the concert.

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Along with its lineup, Firefly released playlist on Spotify with all of its artists from the lineup. On Spotfiy, there are numerous Firefly playlists, but followers know that the one that Firefly tweeted about is the official one. The ethos in this tweet stems from Firefly’s twitter account’s legitimacy as a verified account. Out of all the playlists for Firefly on Spotify, followers know that the one tweeted by Firefly is the legitimate one; therefore Firefly brings in more attention on both social media and music sharing platforms.

While Firefly shined bright, Coachella’s social media activity posed the question, “How is this festival so popular?” Between last week and today, Coachella tweeted twice; one tweet about one of its performers and another about an app. The app that Coachella tweeted about, however, did have some importance because it was an app that allowed Coachella attendees organize their concert schedule. The tweet about the app exists as a way for Coachella to market itself because it is calling on its attendees to download an app that helps them organize a concert schedule. Yet the tweet only affects those attending Coachella; therefore it is alienating its followers who are not attending the festival this year.

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Coachella, unfortunately, has earned the title of the festival with the weakest social media campaign. It rarely tweets and posts on its social media outlets, and it sparsely communicates with its followers. Its tweets often have no excitement in them, and most of them do not engage with its followers. For example, its tweet about its venue was captioned simply as “Fresh cut” and it included a picture of freshly mowed grass. Although this may excite followers about the concert, it does not effectively excite its followers the same way Firefly does with its own. Unlike Firefly, Coachella composes tweets and Facebook posts with a very neutral tone. If Coachella is not excited about itself, how can its followers be excited, too?

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Excitement exists as a key element in social media campaigns for concerts and music festivals. Pathos is a main weapon in music festivals’ arsenals because it is through targeting their followers’ excitement that they can advertise ticket sales and themselves. Since Firefly has done an incredibly effective job of promoting itself on social media, it has greatly increased its size every year while Warped Tour and Coachella have remained consistent in their sizes.

Weekly Round Up: Firefly for the 4-peat

Weekly round up 3

Compared to last week, the three music festivals lost their shine. Although Vans Warped Tour announced more of its bands, this pattern of announcing 5 bands per week has become repetitive. Coachella, on the other hand, finally tweeted important information about shipping addresses for tickets, but aside from that, it failed to post anything that truly excited its fans and ignited conversation. Firefly continued its ticket giveaways this past week, and despite the fact that it has been generously doling out tickets, the contests have grown old.

The contests for Firefly’s ticket giveaways have continued, but it seems like the festival is scrambling for ideas. Compared to last week’s throwback Thursday and photo challenges, this week’s challenges lack in advertising for the festival. Followers were instructed to use hashtags for each challenge, and some hashtags included “IWouldForFirefly” and “MyFireflyFace”. The first hashtag did not require an image, therefore there was no promotion of the concert or the venue. The second hashtag required an image, but many users did not use their own faces. Instead, they used GIFs or images from the Internet, and this, too does not draw attention to the musicians at Firefly, the venue, or the concert itself. Although there was no advertisement for the festival whatsoever, Firefly used pathos to target the humor of its followers. “IWouldForFirefly” almost mirrors the phrase, “What would you do for a Klondike bar?” In this sense, Firefly anticipated funny responses from its followers to keep them entertained while it continued its ticket giveaways.

While Firefly gave out tickets, Coachella updated its followers on its more technical side. On February 10, Coachella reminded its followers on twitter that “2/15 is the last day to update your shipping information…” The logos in this tweet tells Coachella’s followers that if they wish to change the shipping information on their tickets, they need to do so by the 15th. The ethos stems from the Coachella account’s legitimacy. The tone in the tweet is informative and neutral, thus followers know that this is important information that has nothing to do with the exciting concert festivities.

Aside from its info-tweet, Coachella tweeted a video from musician, Mac DeMarco, in which he announces in a computerized voice that he will be playing at Coachella this year. The purpose of the video is to announce the musician’s participation in Coachella, and the pathos exists to appeal to the excitement of the followers. It seeks to spark a positive reaction from the audience.

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Unlike Coachella’s musician announcement, Warped Tour’s band announcement was not a surprise. Followers expected this lineup announcement because of Warped Tour’s systematic way of releasing 5 bands per week. This past week, Warped Tour tweeted only about the bands playing on its tour this summer and called on followers to check out their music videos. The tweets were repetitive for they all tried to drive followers’ attention towards the bands rather than the tour itself. Warped Tour uses its credibility and reputation to try to popularize these bands because if a concert like Warped Tour endorses musicians, its followers will be more inclined to check out the bands.

Warped Tour, however, out of the blue tweeted a link to an NPR piece on plastic cluttering the ocean. The purpose of this tweet is unclear, but it is credible because both organizations are very well known in their respective areas of business. Warped Tour could have been seeking to appeal to its followers who care about the environment, but there was no explicit reasoning for the tweet.

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While Warped Tour confused its followers with its NPR tweet, Coachella added an artist to its lineup and informed the people who already bought tickets about a technicality. Firefly, on the other hand, continued with its ticket giveaway, which has grown repetitive after two straight weeks of Firefly contests. Despite its continuation of its ticket giveaway, Firefly still comes out on top because it used new ideas for its contests. It tried to use humor to keep its followers engaged with the festival as they waited on the lineup to come out. Although Firefly won this week, the 3 festivals’ social media campaigns paled to what they were last week.

Weekly round up 3

Weekly Round Up Round 2: Firefly Wins Again

This past week, Firefly, Coachella, and Warped Tour all posted informative and interesting tweets and Facebook posts. Beginning with Firefly, after failing to deliver its promise to release its full lineup, the Delaware music festival explained that a delay in final lineup approvals was to blame. Then, it bounced back with a 10-tickets-per-day ticket giveaway.

By holding this generous ticket giveaway, Firefly tries to convey that it cares about its audience. The ticket giveaway existed as an apology for failing to deliver on a promise, and this pathos appeals to the audience’s fondness of the festival. By connecting with fans through this ticket giveaway, Firefly increases its popularity amongst its audience and draws more attention to itself. This giveaway also exists as a promotion because Firefly calls its audience to action by telling them to try to win free tickets, and by doing so, Firefly also draws in people who may not have bought tickets before because of the price but will now do so since they could potentially win free tickets.

In addition to its ticket giveaway, Firefly employed its famous “throwback Thursday” promotion, but this time, the festival retweeted past Firefly photos from its followers. Firefly used a call to action to make its followers submit their past photos of Firefly via Twitter, Facebook, or Instagram using the hashtags “#FireflyTBT” and “#TweetforTickets”. Firefly tweeted, “Show us your best #FireflyTBT. Giving away 10 tickets to our favorites…” This call to action also includes ethos because followers who wish to win tickets know that by using the two hashtags that Firefly used, they are in the running for tickets; they know the hashtags are credible. With its hashtags, Firefly directs attention towards not only its ticket giveaway but also to the concert itself.

Although neither Warped Tour nor Coachella held a ticket giveaway this past week, they both improved their social media presences. As usual, Warped Tour’s tweets were full of call to actions. On February 4th, Warped Tour retweeted AltPress, an alternative music magazine. The tweet was, “High-profile industry drummer involved in serious motorcycle accident,” and Warped Tour retweeted it adding, “Please read and help.” Warped Tour’s addition to the original tweet called on its followers to read the article linked to the tweet and donate. Additionally, the pathos in the tweet came in the form of the succinctness of the message. “Please read and help” is a command, but it implies urgency and concern. It targets the followers’ sympathy and compassion because by informing them of the dire situation and calling them to help, Warped Tour is appealing to its followers emotions to initiate action.

Aside from pathos, Warped Tour’s credibility as a reputable, punk-rock tour contributes to its call to action. Warped Tour is known to bring many charities and organizations on its tour every summer, thus gaining a reputation for also being a very charitable music tour. Its charitable reputation contributes to the credibility of its retweet because its followers realize that if Warped Tour is calling on them to help, it must be a legitimate situation. In this unfortunate event, Warped Tour, despite its reputation, ignores self-promotion and uses its popularity to help someone in need.

While Warped Tour rallied its followers for a good cause and released another band announcement, Coachella hyped up its followers with a picture of the venue and a competition to design trash cans at the festival.

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Coachella also markets itself as an arts festival, and this past week, it included its artistic element when it tweeted about a competition to design a trash bin for the festival grounds. The explicit call to action was for its followers to design their own trash can, take a picture of it, and submit it to the festival via the link provided in the tweet. The pathos in this tweet appeals to Coachella’s followers’ sense of humor because the caption is “Get TRASHed”, which usually implies getting drunk. Also, a contest to design a trash bin is rather peculiar and unorthodox, thus although most of its followers will not submit a design, they may feel compelled to check out this unique contest.

Though the trash can-designing contest may have been funny, Coachella’s tweet on February 4th instilled a sense of excitement and even nostalgia for its past attendees. Lake Eldorado is a campsite at Coachella where participants can camp in teepees. The scenic picture was captioned, “Rise and Shine Lake Eldorado.” With this tweet, Coachella appeals to its followers sense of admiration and desire with this aesthetic picture. The picture, in addition to appealing to followers, indiscreetly promotes the campsite. It makes attendees and followers want to buy camping passes for that specific site because of its beauty and because Coachella featured it on its twitter and Facebook. Also, for past attendees who may have camped at or seen the site, this picture appealed to their nostalgia because it would make them want to return to that site or Coachella in general.

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The three festivals this past week actively participated on social media. Coachella greatly improved its activity, and Warped Tour retweeted and tweeted about important information pertaining to itself. Firefly, however, still took the cake for the best festival this week because of its ticket giveaway. Although Coachella had a contest, too, there was no incentive in submitting a design; there was no prize to win. Firefly gave its followers incentives to submit pictures; it gave them the opportunity to win tickets. Warped Tour has yet to have a ticket giveaway, and possibly by doing so, it can increase traffic and attention to its social media sites. Yet Warped Tour still beat out Coachella because it rallied its followers around a certain cause, to help an injured musician. This showed a humane and compassionate side of the punk-rock tour, and this is especially interesting because the situation did not apply to the tour at all yet Warped Tour felt compelled to draw attention to it rather than itself. This past week proved to be an improvement in the social media campaigns of Warped Tour and Coachella, but they need to work a little bit harder to catch up to Firefly’s charismatic and active social media presence.

Weekly Round Up Round 2: Firefly Wins Again

Branding Music Festivals

The popularity of a music festival depends on its name. The name of a music festival essentially defines the music festival and in just a title, explains what kind of music the festival has.


The Firefly Music Festival, or Firefly for short, has a mason jar with lights inside as its logo. This logo embodies the feeling of going out at night during the summer and catching fireflies. This feeling is related to the festival itself; Firefly is held in a vast forest during late June and concerts range from the afternoon to 2 am. Its logo associates the festival with a feel-good, laid-back music festival in the summer. Firefly markets itself as a music festival in the woods of Dover, Delaware, and this separates the music festival from many others because Delaware is a tiny, relatively unknown state, whereas most music festivals are held in large cities or states in massive fields.


The Vans Warped Tour, or Warped Tour as it is known, changes its logo each year, but the only aspect of it that remains constant is the Vans logo. The shoe, skate, and clothing company owns the Warped Tour, so it latches onto the tour’s logo as a way of promotion. The main Warped Tour logo is merely the Vans logo on top of an arrow pointing right, and inside the arrow bears the name “Warped Tour”. This logo, however, is not as marketed as the logos that are attributed to each year. The changing of the logo to fit the year gives each tour series an identity because it allows Warped Tour followers to associate the logo appearance with the concerts themselves. Warped Tour, for as long as it has existed, has been marketed as a punk-rock music festival, and it has kept that brand consistent. It succeeds in separating itself from other music festivals because it has been around for 20 years, and it has built up the reputation of being one of the largest, if not the largest, traveling music festivals in the US.


The Coachella Valley Music and Arts Festival, called ‘Coachella’ for short, has a simple logo: its name. The word ‘Coachella’ is written in all capital letters, and it looks handwritten with something like a paintbrush. This artistic title speaks to the artistic element of the music festival. Coachella has become a household name in the music world because of how popular it has become since its debut. As John Williams says in his article, “The Basics of Branding”, Coca Cola could raise its prices, but because of its popularity, customers would still pay that price for the reputable soda. This applies to Coachella. To attend both weekends of Coachella, it is $750 for general admission, and to attend one weekend (which is only 3 days), it is $375. This is more than Firefly’s final sale ticket cost, which is $330 for 4 days. Yet every year, Coachella tickets sell out within the first hour they are released. This is because of Coachella’s reputation of being arguably the most popular music festival of any genre in the entire country.

Although all 3 music festivals are marketed as music festivals, they are marketed in different ways. Firefly embraces its modest venue in the forest, named the Woodlands, because it makes the festival unique amongst all alternative music festivals in the country. Vans Warped Tour markets itself as the long-standing, punk-rock music festival that traverses the country each summer, and this image makes the tour unique to all other music festivals. Coachella’s name is recognized almost universally because of its popularity. The 3 festivals essentially parallel the branding of beverages: Firefly is kombucha, Warped Tour is Pepsi, and Coachella, of course, is Coca Cola.


Firefly logo:


Warped Tour logo:


Coachella logo:


Branding Music Festivals