For music fans, seeing their favorite musicians perform live can be an experience like no other. So it’s no surprise that music festivals—with many artists taking the stage, often over a few days—are gaining popularity, with many of the country’s biggest festivals becoming household names.
According to Nielsen’s Audience Insights Report on Music Festivals, some 36% of the general U.S. population has now heard of Coachella, up from 22% in 2013. Meanwhile, Lollapalooza is the most well-known music festival overall, with 52% of the general populace having heard of the event. Bonnaroo also has high awareness, with 21% of Americans having heard of it. And in the age of social media, fans are increasingly sharing their experiences on the ground with friends who can’t attend.
Brands looking to reach passionate festival fans—whether they attend in-person or online—need to understand not only who these festivals reach but also the unique habits of their crowds. For example, while two music festivals might look similar in terms of reach and awareness, the fact that Bonnaroo fans are avid caffeine drinkers is important for a coffee brand to know.