Success Stories II: 5 Days of Symphony - The Glastonbury Festival

Visting a music festival is a sublime experience. Rather than a destination, the festival experience is a journey you embark upon - from the moment the promotional videos flood various platforms and the performance list is revealed, to the time your return back home - exhausted but exhilarated.

From shopping for show-stopping outfits (pardon the tongue-twister), to finding your entourage, mapping out the day-to-day movement on festival grounds to making travel arrangements - the voyage to curating our musical experience slowly unfolds.

While we wait in anticipation, organisers have already brought their curation to life, one stage at a time.

Music festivals are more than just concerts and live performances - it is an atmosphere, an event, a vibe that is tailored from beginning to end. Be it the venue, the stage set-ups, the offline promotion, the online posts, the jaw-dropping list of live acts - all these stages come together in curated unison to create an unforgettable experience.

One such example is the Glastonbury Festival. Started in the '70s, the festival's creator Michael Eavis was inspired by an open-air festival he viewed at Bath starring Led Zeppelin and wanted to create his own version, albeit on a smaller scale. That year it was attended by 1,500 people.

Today, the Festival draws in an average of 200,000 people, setting a record in '94 for pulling in as many as 300k.

So, what makes Glastonbury so successful? Let's unpack!

• The biggest draw for the festival lies in its location. Situated between the villages of Pylle and Pilton in Somerset, the venue is paramount, not least because of its sheer size, but also because it can withstand the massive crowds and the aftermath of the event.

• A site of history and nostalgia - With a rich history spanning almost 5 decades, the Glastonbury festival tells an endearing story from humble beginnings to a global behemoth. Additionally, its open-air set-up acts as a nostalgic cue - akin to the 60s, Woodstock, and Hippie culture.

• There is something for everyone - From Jazz to Grime, Pop to Rock, Folk to Indie, Glasto's attractiveness lies in its diversity and inclusivity. Also, while it's known for its musical line-ups, the festival is also home to comedy, theatre, circus, dance, and cabaret performances. This extends to the accommodation as well - whether you are looking for quiet camping areas, a lively site, or a family affair, the various camps sites each have their own atmosphere.

• Social & Cultural Relevance - While Holt talks about musical festivals as being "located outside the spheres of formal political, religious, and royal institutions." (2018, p.4), he also talks about their social significance. And this is where the Glasto thrives. The festival allows for untethered self-expression, evidenced by the sea of colourful costumes and global attendance denoted by a wave of flags. Its cultural awareness is right on the money and this is reflected in its evolving line-up. Additionally, Glastonbury contributes towards a lot of charitable causes while being socially responsible.

• Promotional Strategy - One of the biggest contributors to its success is the impeccable promotional tactics. From video montages of last year's event to the promotional materials for upcoming events- the scene is constantly set - giving attendees the feeling of belonging, while also providing a roadmap of what to expect and what is expected of you.

"...videos thus participate in the construction and fixation of participatory and interpretative “scripts.” - Holt (2018, p. 9)

Supplemented by crowd-sources social media posts, and furthered by regular updates in the form of Stories, Tweets, and Images, Glastonbury never lets you forget that next year is just another word for round the corner!

Word Count: 607

References:

Holt, F. (2018). 'Music Festival Video: A “Media Events” Perspective on Music', in Mediated Life. Volume 1. (14:2).

N.A. (2017). Events-Insurance. Available at: https://www.events-insurance.co.uk/blog/2017/what-event-organisers-can-learn-from-the-most-successful-events-in-the-world (Accessed on: 23rd May, 2021)

N.A. Glastonbury Festivals. Available at: https://www.glastonburyfestivals.co.uk/ (Accessed on: 23rd May, 2021)