‘We wanted to launch it from an optimistic lens’: How the marketing team behind Beyond The Valley survived a cost-of-living and live music festival crisis
With the cost-of-living crisis continuing to rage on, marketing a music festival – and justifying ticket prices – has never been more challenging. For Untitled Group, whose portfolio includes Beyond The Valley, Wildlands, and Pitch Music & Arts, it’s all about connection, according to director of marketing, Casey Serrao. Plus, Mumbrella gets a sneak peek at some of this year’s Beyond The Valley brand activations.
Marketing a music festival has never been more of a challenge for promoters like Untitled Group.
A cost-of-living crisis, shifts in consumer appetite, and lack of government support for the arts are just some of the barriers Untitled Group and others are having to face that are quickly diminishing the live music industry.
As fellow promoter Ministry of Sound’s CEO Tim McGee previously put it to Mumbrella, the local scene is in a “pretty dire place” at the moment.
