When it comes to festivals, brands need to build the scene

When even the world’s biggest festivals face backlash for feeling too commercial, it raises a bigger question: what is the future of festivals, and where do brands fit in?

Festivals were once spaces of raw energy and musical discovery, but many now feel like brand showcases. It’s why Neil Young initially pulled out of Glastonbury 2025, citing concerns over its corporate ties (though later backtracked when reassured of its independent ethos). When even the world’s biggest festivals face backlash for feeling too commercial, it raises a bigger question: what is the future of festivals, and where do brands fit in?

At the same time, economic pressures are reshaping the festival landscape. With the cost-of-living crisis, Gen Z is more intentional about spending. Festivals aren’t just another summer plan; they’re a major investment. Audiences are more selective, choosing experiences that feel truly worth it. For brands, this means showing up differently as standard sponsorships don’t cut it any more. They need to become part of the experience – not just another logo in the background.

Yet despite scepticism towards commercialisation, research shows brands still have a role, if they show up the right way. AEG Global Partnerships found 83% of festival-goers value perks or discounts from brands, while 76% are more likely to buy from brands offering ticket giveaways. Brands have a clear opportunity, but the hard sell doesn’t work here. To resonate, they need to add to the culture, not just exist within it.

To further complicate the picture, the festival landscape is shifting. The era of one-size-fits-all, mega-festivals is fading. While the biggest names still draw crowds, festival culture is splintering – creating both challenges and new opportunities for brands to tap into subcultures, niche communities, and more meaningful experiences.

This doesn’t mean, however, that brands need to step back. It’s about stepping in – but in the right way.

The four festival models

Mega festivals

Bigger than ever, but harder to stand out. Coachella and Lollapalooza have been criticised for turning into branded runways – flooded with luxury partnerships, influencer crowds, and relentless sponsorships. Audiences are growing wary of over-commercialisation, making it tougher for brands to cut through.

Glastonbury, however, plays by different rules. While still a giant, it enforces stricter brand parameters, prioritising authenticity over sheer sponsorship dollars. Many corporate sponsors don’t make the cut. To succeed here, brands need to enhance the festival experience, not just show up.

Trippin’s secret parties in Shangri-La are a great example. This annual invite-only event in a hidden location taps into Glastonbury’s underground culture while staying true to Trippin’s identity, offering unmissable, IYKYK (if you know, you know) experiences.

Niche festivals

Festivals like Dekmantel, Sónar, and We Out Here fiercely protect their identity, ensuring every line-up, location, and brand partnership aligns with their vision. Their hyper-engaged communities value this integrity – meaning the wrong brand move can instantly damage credibility.

For brands, it’s key to be collaborators, not just sponsors. The Patta x Dekmantel partnership is a masterclass in this. Instead of slapping a logo on a stage, Patta became a long-term creative partner, dropping exclusive vinyl releases, festival-inspired merch, and deeper event collaborations that felt organic to the culture.

Similarly, Red Bull embedded itself into We Out Here’s fabric, sponsoring Behind Our Scenes – a backstage industry hub that connected more than 200 grassroots music professionals with industry leaders.

Genre-specific festivals

These festivals are more than just music – they’re cultural hubs, blending music with fashion, lifestyle, and identity. Think Rolling Loud (hip-hop), Tomorrowland (electronic), or Download Festival (rock/metal). To thrive here, brands must understand the wider ecosystem beyond music.

True Religion’s partnership with Rolling Loud is a great example. In previous years, the brand created a branded basketball court, tapping into hip-hop’s deep ties to fashion and sports.

Grassroots and DIY festivals

Unlike major commercial festivals, DIY festivals like Three Wheel Drive, Freerotation and Brainchild Festival thrive on independence, creativity, and underground culture. They actively reject overt corporate branding – but that doesn’t mean brands can’t be involved. They just have to add value, not noise.

Whether it’s funding an artist stage, improving sustainability efforts, or enhancing infrastructure, brands need to offer something meaningful. Lastly, they should be grassroots in execution. Small-scale, hands-on, and personal activations work best here.

Festivals aren’t disappearing, but they are evolving. We know that youth audiences are becoming more selective, experiences more curated, and the demand for authenticity continues to rise – the pressures grow more intense every year. The brands that truly understand festival culture, respect its nuances, and add real value will be the ones that resonate. So the future of brand activations at festivals isn’t about size, scale, or visibility – it’s about meaning. The best brands won’t just sponsor the moment; they’ll build the scene.