MAKING ART FORMS MORE ACESSIBLE WITHIN MUSIC FESTIVALS:
THE FUTURE OF FESTIVALS
THE FUTURE OF FESTIVALS: : exploring new emerging technologies consumed by millennials, that thrive on new experiences, to bring them a virtual experience outside of a festival.
WHAT IS THE NEED? GAP IN THE MARKET?
: Enabling consumer’s to experience live music and the atmosphere, due to not being able to attend a festival. : An expansion on an existing festival that may not be performing as well or reaching its full potential that targets to appeal to the millennial consumers. : FOMO: Playing on the need of experience and the Fear of Missing out.
FESTIVAL LANDSCAPE: The UK festival audience is 14 million (23% of the population) - WGSN, Marketing to Festival Fan Base Health and wellness trend abolishing all use of technology at festivals, ‘Unplugged’ launched my Innocent Smoothie VS Millennial consumer’s thriving on new experiences whilst always digitally connected. - Innocent Unplugged vs WGSN, Future Forward Millenial Consumer’s demand for highly visual, thought-provoking events, that has been met by institutions incorporating a myriad of creative industries. - WGSN, Future Forward
Designed to evoke emotions by way of touch, sound, smell and visuals, the scent manufacturer ended up creating a social media frenzy, with thousands of Millennials lining up each day to experience the free event. Glade, The Museum of Feelings.
TECHNOLOGY NOW: : Samsungs VR Hypercube tour was presented at Boardmasters, Glasgow Summer Sessions and Bestival.
MEMORABLE NEW EXPERIENCE FOR CONSUMER What we’ve seen at festivals? Oculus Rift headsets were used to create a Virtual Reality session which took you outside of the cube location to vision a new exciting view and experience. Release of Biffy Clyros track.
EXPERIENCE THE FESTIVALS:
“This project was born out of a desire to bring the best parts of live music to an audience so people can feel closer to the band than ever before. From inception we focused on marrying music and technology to appear effortlessly synchronised.� Ross Cairns, Creative Director, Samsung.
360
Video: TOMORROWLAND: :Tomorrowland & Tomorrowworld have created 360 degree video’s from the festivals so consumers can ‘relive’ their experience and scroll to view any perspective from their laptop. :EE Launched the first 360 live stream at Lattitude festival, meaning people who could not attend can view artists performances and explore the festival landscape online. :Scan LabX Vivienne Westwood Created first laser scanned photoshoot, Scan Lab used high advanced terrestrial scanner to digitalise both the models and locations.
SCANLAB X VIVIENNE WESTWOOD:
IMMERSIVE EXPERIENCES: - Through a multi-sensory experience you create a more powerful and longer lasting memory of the experience. - Consumers enjoy an immersive experience, this is driving new technologies in order to fulfil this need from the connected millennial consumer. - Theatre production agency Sadler Well’s created a uniquely designed outdoor spectacle presented at Latitude festival, which involved music, dance and theatre. Each individual spectator immersed themselves in their own personal experience, headphones revealed different elements of the performance shown in the hotel to different spectators; whilst scent and light enhancements were also released.
SADLERS WELLS:
BOMPASS & PARR:
SOUNDSELF A VR ACID TRIP:
- An Oculus Rift headset that responds to noise, talking humming or whistling causes the patterns to change or get larger. - Robin Arnott’s VR experience allows the viewer to experience an acid trip without the use of drugs in a peaceful meditation tent, displayed at Boston PAX east Expo in April 2016. - Technology can be used to recreate an experience within a sector people wouldn’t normally engage in. (Its Legal!)
AIM: - Gain an understanding of multi-sensory and immersive experience’s to discover how future technolgises can be used to enhance and/or recreate a festival experience. Considering art forms within the experience- art, music and fashion.
OBJECTIVES: - Understand how new immerging technologies could communicate stories through art, music and fashion. - Explore multi-sensory experiences and how these appeal to the target consumer. - Understand how consumers can interact and immerse themselves in an experience, due to fear of missing out and wanting to engange when this may not be possible.
Future of Festivals Cartogram: Trend consequence Trend Impact Trend Drivers
Trend Future
VR X IMMERSIVE EXPERIENCE:
“VR is the next platform after smartphones.” With VR predicted to be a $30bn market by 2020, Kevin Kelly, founder of Wired, believes it is inevitable technology that will revolutionise the way we shop and communicate.
Primary Research at Bestival: “the portoloos are discusting” Emily, 28
“One of my favourite thing would have to be the freedom.” Julie, 45
“Queuing for showers is the worst”Nicky, 43
“My favourite is the line up, being able to see many artists.” Rosei, 23
“Favourite is the music” Joe, 21
“my least favourite thing? Drug abuse. yes” Steve, 41
“my least favourite thing? Drug abuse. yes” Steve, 41 “I love the the feeling of being free & all the colours” Hannah, 20
“the mud.” Julie, 45
Consumer:
: Positioned as part of the Early Adopters, the millennial consumer wants to enhance their festival experience and participate within the new immersive experience: as highlighted on diffusion of innovation curve.
Future of Festivals:
Sample
Purpose
Strengths
Weaknesses
Qualataitve Research: Festival Product and Brand Placement Imagery
50+
To gain an understanding of the placement of products and brands at festivals, by taking primary imagery that I could analyse and use within my own report at Glastonbury and Bestival. Also to look into the correlation of other sectors at festivals and how experiences are enhanced: poetry, performance, art, and set design.
People may not want to participate in research whilst enjoying themselves at a festival, or they could be under the influence so may not respond in an honest and serious way.
Ethnographic Research: Calculating how many people are on their phones at a festival (Future)
20
Interview Festival Producer (Future)
1
I’m unsure whether this an appropriate idea to gather research for in regards to my research idea. Looking at enhances the experience of a festival and calculating how many people are wanting to be digitally connected whilst enjoying themselves at a festival: but it this really want I am wanting to investigate? It would lead to other areas of research and generate ideas of the way in which the consumer is connected to the experience after the festival. But I must consider this method over the summer and accurately plan exactly what is it I want to find out. The primary purpose would be to gain an understanding into the ways in which technology influence’s planning a festival and the influences they believe it will impact in the future. Is it something taken into account, or are other sectors more important aspects currently.
Getting a first hand experience at festivals will help me understand the execution part of my proposal idea, and I can use imagery as inspiration. I may also get the opportunity to speak to people and interview people at the festival in order to help me understand peoples views of the future of festivals and the way in which technology will impact the overall experience and if they believe this is an opportunity for it to be explored. I will effectively be able to calculate results in a busy time of the day at a festival, and then compare to later on in the evening by situating myself in one area and noting down how many are digitally connected, without participates knowing and disturbing their festivals experience.
I will gain an honest first hand insight from a professional in the creative industry.
The interviewee is the producer and organizer of a very small festival, so the impact in which he might believe technology will have may differ from larger or smaller organized festivals.
I must research, think and plan exactly what my results will achieve and where I want to take this research further. Is it about connecting the consumer to the experience after a festival, etc.
SW ot
I have a keen interest in creative direction and styling within photography and fashion film, which would fall within the Creative Concept and Execution aspect of the FCP triangle. I feel that my reflective journal is an area of strength where i can document my opinion on work and exhibitions and these reflections can later be developed into sketchbook work and idea development.
Gain a greater understanding of the connection between music art and technology visiting Bjork Digital at Somerset House.
Contact a local festival organizer who has set up and created his own music festival titled ‘Common People’ in Oxfordshire.
Time management: making sure I allow enough time to complete all tasks to my best standard, as I feel I often spend long periods of time on favoured areas of work. I feel I Self critique harshly that I deflate my ideas and then don’t’ want to peruse and develop them. Maybe group Critiques will help this. Need to make this topic more fashion based!
A lack of funds is a weakness; often the more money people have to spend on projects the greater and more professional the outcome. (Not always, but still a threat!) Lack of access to various technology and software to create potential execution. (This is something that the technicians in Maudsley may be able to help with.)
Thanks for Listening: