Now in its sixth consecutive year, FRUKT has released ‘Field Work 2016’. This in-depth report unpacks the ever-evolving opportunity for brands to play an authentic role at the heart of the music festival experience.

The agency has visited and evaluated thousands of festivals across the globe, talking to brand managers and festival promoters alike in order to understand the key opportunities for brands and how to avoid unnecessary pitfalls.

The latest edition of Field Work includes trends such as Destination Activations, Maker Statements and Capitalizing on the Pre-Festival Journey.

Key Take Outs:

Brand investment is on the rise. 82% of brands said they were set to increase their involvement with music festivals in 2016 (with the remaining 18% keeping their involvement consistent).

The scale of activations has developed over time. 96% of festival promoters feel the quality of brand activations has improved over the last 10 years, with 88% agreeing that brands now have a vital role to play in the on-going evolution of music festivals.

The role a brand can play is evolving. FRUKT identifies the Three Ages of Festival Activations: Silent, Covert and Transparent - showcasing the move towards a more honest, open and product focused approach to activations.

The report is free and available to download here. 

For further information, contact Rees Hitchcock at FRUKT.