Music festivals—from Bonnaroo, Coachella, and the Electric Daisy Carnival to Glastonbury, Lollapalooza, and Firefly—have not only proliferated throughout the years but have become highly visible among consumers at large, especially in the summer. They attract attention on celebrities’, attendees’, and marketers’ social platforms, in mainstream news and fashion publications, and through mass advertising and promotional campaigns.
As a result, the licensing community is increasingly latching on to global festival culture in a variety of ways:
- Creating festival-specific products. The Smiley Company licensed the Italian apparel and accessories brand Brekka for a series of capsule collections directed at music festivalgoers. The fashionable but outdoorsy items include backpacks, headwear, socks, and waterproof tops. Similarly, Moschino and King created a limited capsule for Candy Crush, including festival-appropriate backpacks, phone cases, and swimwear, which were available on Moschino.com and promoted at Coachella.
- Seeking design inspiration. MGA Entertainment’s spring collection of Bratz dolls in 2016 included three assortments, one of which was called Music Festival Vibes. The line included festival-style outfits and accessories as well as a tent. Meanwhile, Smiley signed Pretty Green for a limited-edition apparel collection described as paying homage to the music festival scene in the U.K.
- Launching and promoting products and brands. Smiley created a limited-edition SKU of Pampa boots with Palladium, which were introduced at the Isle of Wight Festival before debuting at retail. Bud Light designed a line of beer cans—encompassing 31 million potential graphic combinations—in collaboration with 27 artists; the product was distributed only in the 18 North American cities where the 2015 Mad Decent Block Party was held.
- Extending festival brand names. Coachella authorized To Die For Clothing to produce on-site apparel and accessories and signed H&M and Pandora for retail-distributed goods. (Earlier this year it sued Urban Outfitters and its Free People division for creating unlicensed Coachella products.) The festival also teamed with Celebrity Cruises for a branded cruise package.
- Forging sponsorships and production partnerships. Kathy Ireland Worldwide and its division Encore Endeavor One produces the Minus Zero Winter Sports and Music Festival, including helping the event expand awareness of its brand. Cherokee sponsors the Warner Sound Festival; Corona has its own event, Corona SunSets; and Nickelodeon launched the family-friendly, music-driven Slimefest.
Music festival style is associated with an eclectic, mix-and-match approach that veers from a rock-and-roll sensibility to bohemian looks, as well as being appropriate for a range of weather conditions.
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