Leading festival promoter Festival Republic is working with research and strategy agency Crowd DNA to launch Sixty Thousand Voices – a massive research programme which will offer sponsors and agencies insights into the behaviour of around 65,000 music-loving 16-24 year-olds.
Working closely with marketers, Festival Republic will use its Reading, Leeds and Latitude Festivals to develop a bespoke programme “that stretches further than the standard weekend lifespan of most festival brand research.” It will generate online and onsite research “allowing for a more insightful understanding of the role brands play in live music, and in the lives of those people that consume it.”
Topline findings will be presented to the industry pre- and post-festival, while there will also be category-exclusive research content for brands that take part. Commenting on the initiative, Festival Republic Sponsorship Manager, James Kent says: “In the current climate, brands need to work harder to ensure their music sponsorships deliver. Sixty Thousand Voices will allow them to engage in a long-term dialogue with a key demographic and help inform those aspects of a campaign that really deliver ROI. While there is a wealth of statistical research around how many kids listen to music on their mobiles etc, there’s a lack of qualitative insight into the roles brands play in the festival periods. I believe the brands that listen are the ones that will enjoy the benefits of live music sponsorship.”