Culture Worlds

From one-day festivals to week-long marathons, last year the UK saw over a thousand open their muddy gates to music lovers, hedonists and musos alike.

Looking back at our history, our affair with the festival started not in the 60’s but as far back as the 5th century with our pagan ancestors. So it’s no surprise that we, as a nation, have a strong urge to roll around in the mud under the moonlight losing ourselves in collective, musical, blissed-out moments.

But fast forward and we are now debating festivals’ worth, relevance and future. For brands that want to collaborate with festivals, this creates both upsides and downsides. Through our work on behalf of brands and latest thinking we’ve looked at the fundamentals of getting it right; and questioned whether the muddy approach is always the most effective way to connect with audiences.