Their Story Begins With You
Bonnaroo is a festival at which legends are born. Legendary musical careers have been launched at the annual festival, and it's become an informal clearinghouse for the music industry at large. The fans that attend Bonnaroo aren't simply attending a music festival; they're witnessing the next big acts debut their gift to the world on an accessible stage.
Partner: Catrina Weiss
Print Series
Our print series will feature artists that have caught their big breaks at Bonnaroo. The headlines will address the idea that Bonnaroo is a launchpad for many artists on their way to the big leagues, and that the fans that choose to attend will have unique levels of access to that transition.
Out-of-Home
Our out-of-home segment will continue the theme of featuring artists that have caught their big breaks at the festival. The wild posting will feature current, famous artists who broke out, the years of their legendary shows and short copy to describe the experience; this series will conclude with a question about where the viewers will be when the next festival occurs. Traditional billboards will also be employed as continuations of the theme of the print campaign.
Social Media/Merchandise
Bonnaroo will promote its #nextbigthing handle to build hype and get fans engaged as it determines its lineup for the next festival. A merchandise poster to commemorate the 20th anniversary of the festival and the offer of free tickets to the event will provide incentives for fans to get engaged.
Bonnafy: The Bonnaroo/Spotify Partnership
Bonnaroo will partner with Spotify to connect digitally with festival goers. The playlist, Bonnafy, will feature not only live performances from artists who've played, but it will also contain tracks artists slated to perform at the upcoming festival. Ticket holders can access the playlist through a QR code on the physical ticket, or through a link placed on the digital ticket. Any and all tickets purchased for the upcoming festival will also gain one month free; Spotify non-members will be granted a month-long free trial, while those with paid accounts will get one month waived. We feel that this can be a bridge between an established festival and a new, rising digital generation of fans who are eager to discover the next big musical acts.
