FESTIVALS’ FUTURE As Janet Jackson once opined: ‘You don’t know what you’ve got 'til it’s gone,’ and notable by its absence has been the Great British tradition of gathering en masse in the great outdoors. There are, however, workarounds on the horizon, some of which will change how we interact forever...
TABLER MAGAZINE * JAN 2021
One of the many devastating effects of Covid19 included the cancellation of all our festival mainstays – from Glastonbury to Latitude – leaving the UK’s 5.4m festival attendees without a spiritual home at which to unite.
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Meanwhile, with music touring out of the window, high profile album cancellations ensued, and we experienced a great cultural chasm. Yet, the urge to meet for special occasions did not diminish. The challenge was, how? Some of the world’s most innovative companies led the way in championing virtual and physical events alike. Secret Cinema, famed for its immersive pop-up movie experiences, was quick to cotton on to the creative restrictions of
social distancing, and reimagined the automobile as a great beacon of freedom. Its 'Summer at Goodwood Motor Circuit: The Drive-In' in partnership with ice cream brand Häagen-Dazs created an attendee experience that starts with the online purchase of the ticket, where characters that form part of the event’s storytelling are introduced. Costumes and vehicle modifications later form part of the outdoor fun, where films are shown from the safety of your car, include automotive themed outings like Cars, and Rush as well as popular fare like Fight Club and The Hunger Games. Looking further into the future, Covid has hailed a resurgence of ‘the Metaverse’, the concept of bringing people together in a virtual immersive 3D environment. Initially envisioned in the 1980s, technology has moved on considerably, with gaming environments already being used for concerts, parties and get togethers.
As 'Zoom' and 'HouseParty' became verbs, companies including Roblox enshrined their status as a public square, heightened by events including a virtual performance by rapper Lil Nas X in November, which was viewed 33m times, while in April, a similar event on Fortnite saw musician Travis Scott’s performance viewed more than 45m times. Physical aids for safety are also being rolled out to enable hybrid events. Thermo scanners, interactive wristbands that vibrate to mark a lack of social distancing, and rapid on-site testing are all being considered by music festivals to ensure the 2021 season goes ahead despite the Covid-19 crisis. Meanwhile, the festival and events industry is lobbying government for support via organisations including #WeMakeEvents. In the meantime, let’s hope the vaccines and a bit of luck hail the return of our national pastime once again.
