To put it in perspective, from 1999 to 2009, North American live music revenues shot from $1.5 billion to a peak of $4.6 billion while actual music sales plummeted.
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And now, when you go to Coachella or SXSW, you’ll see everyone snapping pictures and shooting videos to document the experience. Social media is what matters now. Because of this, sponsored onsite pop-up activations have become the key to creating real ROI for the short, mid and long term. At almost every festival today, startups, car companies, music blogs, restaurants and digital agencies all vie for brand recognition and influence distribution.
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The growth of dance music and outdoor festivals mirrors trends in Europe with longer traditions. England has several historic outdoor events, such as Reading and Leads and Glastonbury festivals. They have been in existence since the early '60s and '70s, respectively. The Glastonbury Festival draws more than 175,000 a day.
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Explosive festival growth in Europe has sprouted 2,500-3,000 festivals yearly and 670 in England alone, a 73 percent increase since 2003.
http://www.latechwatch.com/2016/02/brands-can-gain-traction-festival-culture/
http://www.laweekly.com/music/the-economics-of-music-festivals-whos-getting-rich-whos-going-broke-4167927
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