Music is being consumed in a variety of ways in 2013. From set streams to podcasts and everything in between, technological advancements allow users to have unlimited access to their favorite artists in most, if not all settings. The occasions in which these collections of sonic rhythms are listened to are endless, but live performance still remains the optimal experience.
A few weeks ago, I attended the Jay Z and Justin Timberlake “Legends of the Summer Tour” at Fenway Park, which sported an incredible and seamless collaboration of two totally different sounds. I wondered why more artists of different genres don’t tour together. In the context of today’s music festivals, I realized they actually do.

As festival season comes to a close this Labor Day, I decided to analyze the branding strategies and consumers behind a few that I experienced this summer, and a couple that I regretfully missed. With rumors swirling that EDC NY 2014 is moving locations to the campgrounds of Winston Farm in Woodstock (1994 location), these festival productions are starting to come full circle. What is EDC NY you ask? Read on!
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<img class="wp-image-6933 alignleft" style="margin-bottom: -5px;" title="Music Festival 2" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-2.jpg" alt="" width="299" height="160" /><strong>What:</strong> A mashup  of food, drinks and music, including 85 grub makers, 75 brews, 100 wines and 20 live performances.
<strong>Where:</strong> Brooklyn, NY (Prospect Park)
<strong>Target Audience:</strong> Hipsters and Foodies
<strong>Price:</strong> Free Giveaway Lottery with Preregistration
<strong>Music Genre(s):</strong> Indie
<strong>Length:</strong> Two days
<strong>Why:</strong> Mainstream festivals have become glorified by the media and overpopulated by teenagers. This one flies under the radar in BK and allows first-movers to experience a variety of locally sourced food and beverages.
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<img class="wp-image-6934 alignleft" style="margin-bottom: -5px;" title="Music Festival 3" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-3.jpg" alt="" width="297" height="134" /><strong>What:</strong> Literally, an amusement park set up in stadium parking lots, boasting classic carnival rides like the ferris wheel and the zipper. Add multiple stages of electronic dance music (EDM) deejays and fireworks, and madness ensues.
<strong>Where:</strong> London, Puerto Rico, Orlando, New York, Chicago, Las Vegas (original site)
<strong>Target Audience:</strong> First-time ragers hoping to break into the EDM scene
<strong>Price:</strong> $159 for a one-day pass, $209 for a two-day pass
<strong>Music Genre(s):</strong> EDM
<strong>Length:</strong> Two days
<strong>Why:</strong> Challenged by competitors, Insomniac Events has created an accessible and reasonably priced party. EDC NY was held at Citi Field this year. Las Vegas is a totally different animal with sets starting at midnight and running until six in the morning. Hotel pool parties (not included) own the daytime; most deejays in the festival participate in both slots.
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<img class="wp-image-6935 alignleft" style="margin-bottom: -5px;" title="Music Festival 4" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-4.jpg" alt="" width="300" height="111" /><strong>What:</strong> A prestigious, campground-heavy, three-day festival regarded by some as the holy grail of music events. With the festival set against a majestic landscape, attendees get to take in the beautiful California spring climate of the valley.
<strong>Where:</strong> Indio, California
<strong>Target Audience</strong>: Hardcore festivalgoers (yes, this a word) willing to travel and shell out a pretty penny to make memories that will last a lifetime.
<strong>Price:</strong> $399–$783 for one weekend (contingent on camping costs)
<strong>Music Genre(s):</strong> Rock, Indie, Hip Hop, Pop, Country, EDM
<strong>Length:</strong> Three days, two weekends, back to back
<strong>Why:</strong> Because California does everything big, and in this case, since 1999.
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<img class="size-full wp-image-6941 alignleft" style="margin-bottom: -5px;" title="Music Festival 5" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-51.jpg" alt="" width="297" height="225" /><strong>What:</strong> Similar to EDC Vegas, ULTRA is a grandiose electronic dance music spectacle. With over 100,000 attendees on any given day, expect overly crowded stages filled with soldiers draped in neon-clad uniforms.
<strong>Where:</strong> South Korea, Spain, Argentina, Brazil, Chile, Croatia, Miami, FL (original site)
<strong>Target Audience:</strong> EDM Enthusiasts and local teenagers with their parents’ plastic
<strong>Price:</strong> $399 for a three-day pass
<strong>Music Genre(s):</strong> EDM
<strong>Length:</strong> Three days, two weekends, back to back
<strong>Why:</strong> Debated as one of the best nightlife cities in the world, Miami, the event’s original host city, also promotes professional music conferences associated with the festival. EDM’s popularity has allowed this festival to expand internationally.
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<img class=" wp-image-6942 alignleft" style="margin-bottom: -5px;" title="Music Festival 6" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-61.jpg" alt="" width="295" height="141" /><strong>What</strong>: Embodying the same spirit as Coachella, this festival attracts the grungy, get- your-hands-dirty-type of attendee for the country camping experience.
<strong>Where:</strong> Manchester, TN on 700 acres of land
<strong>Target Audience:</strong> DIY campers looking to have a good time
<strong>Price:</strong> $224–$269 + parking passes
<strong>Music Genre(s):</strong> Indie, Rock &amp; Roll, Hip Hop, Pop, Jazz, Bluegrass, Country, Folk, EDM
<strong>Length:</strong> Four days
<strong>Why:</strong> Because bluegrass and knee-slapping tunes need their own local festival!
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<img class="size-full wp-image-6945 alignleft" style="margin-bottom: -5px;" title="Music Festival 7" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-71.jpg" alt="" width="293" height="189" /><strong>What:</strong> Overlooking the Manhattan skyline, Electric Zoo attracts tens of thousands of “animals” who come to watch the most popular EDM deejays spin for twelve hours a day. Made Events has put together a festival full of food carts and interactive experiences, and one now regarded as one of the best productions in terms of operational efficiency.
<strong>Where:</strong> Randall’s Island, NYC
<strong>Target Audience:</strong> EDM enthusiasts and meatheads looking to flex their muscles in bro tanks one last time on Labor Day
<strong>Price:</strong> $179 for a single-day pass, $359 for a three-day pass
<strong>Music Genre(s):</strong> EDM
<strong>Length:</strong> Three days
<strong>Why:</strong> Heralded as “New York’s Electronic Music Festival,” this event attracts a strong international presence similar to ULTRA. With 14 afterparties planned all over the city this year, the five-year anniversary production showcases five stages!
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<img class="wp-image-6946 alignleft" style="margin-bottom: -5px;" title="Music Festival 8" src="http://www.cbx.com/wp-content/uploads/2013/08/Music-Festival-81.jpg" alt="" width="306" height="192" /><strong>What:</strong> Curated by none other than entertainment mogul Jay Z, this festival has become the main competition to Electric Zoo on Labor Day, luring some of the most talented EDM deejays around. Boasting acts from all genres, Made in America is the best bang for your buck.
<strong>Where:</strong> Philadelphia, PA
<strong>Target Audience:</strong> Fans of pop culture
<strong>Price:</strong> $106 for a one-day pass, $168 for a two-day pass
<strong>Music Genre(s):</strong> Indie, Hip Hop, Pop, EDM
<strong>Length:</strong> Two days
<strong>Why:</strong> Whatever Jay Z touches has turned to gold, and Made in America is no different. It’s rapidly expanding and a boon to the local Philadelphia economy as the summer winds down.
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These festivals are just a handful. Tomorrowland, Lollapalooza, Camp Bisco, Electric Forest and Firefly are others. As you can see by their logos and social media presence, each event is branded to find a niche for music fans. Unique festival equities and artwork are activated on tickets, wristbands, merchandise and the map design. In terms of the actual experience on the grounds, music festivals have grown to be more than just about the music. From silent discos to a glow-in-the-dark exotic animal farm, production companies are exhibiting their complex understanding on notions of audience connection.

The heart of CBX’s brand strategy is encapsulated in this motto: “Connecting to the lives of individuals is what matters most.” In this case, you can’t just connect to consumers by bringing huge artists to one location; you have to curate an integrated experience as well. Nothing compares to seeing 25 of my favorite artists at one venue.

To get smart and have a good laugh about all the different types of target audiences, check out this <a href="http://www.mixmag.net/words/features/the-new-tribes-of-dance-music-vol-ii-the-us" target="_blank">link</a>!