From festival to fandom: How brands can leverage the fandom era of experiences

What happens at festivals no longer stays at festivals, and social media has upended what brand experiences look like in these spaces.

Festivals have always been a potent mix of sights, sounds and shared experiences. However, the rise of social media has dramatically reshaped this landscape. What happens at festivals no longer stays at festivals. These events are now no longer purely self-contained experiences; they’re snapped, shared and seen at rapid speed, creating global conversations that transcend physical boundaries.

From Facebook photo albums and highly curated Instagram carousels to micro-content videos on TikTok, festival-goers are sharing everything from packing to performances and all that comes in between. Hashtags have become the rallying cry, uniting festival-goers into fandoms across geographical divides and fostering...

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