The modern music festival summed up in one PR email
The first rule of Collapse Board was “No news” and having content that’s not PR email-after-PR email obviously makes us better than all those other Australian music website sites. You know the ones, the ones where 40% of their content is copy and pasting PR emails, 40% is copying and pasting from social media and 10% is copying and pasting video clips from US chat shows.
But the rules are there to be broken and sometimes we just can’t resist.
We got this beauty last week. I’ve put my favourite bit in bold text. As last year, it sounds like ‘authentically connecting with people’ didn’t extend to the bus service or the volume of the PA. My second favourite thing is that this article about SxSW from earlier this year notes that ‘The Austin, Texas-based festival has become a hub for innovative, immersive marketing…’
Splendour in the Grass will once again feature outstanding experiential marketing activations from leading Australian and global brands. Secret Sounds Connect, the exclusive brand partnerships agency for Splendour in the Grass and purveyors of brand music activations, give you the run down of what you can expect to see in branded entertainment at this year’s festival.
Founder and MD of Secret Sounds Connect Kristy Rosser says, “Splendour has become a hub for innovative, immersive marketing and unique branded experiences. In a festival environment, brand messaging is relatable and tactile, which allows brands to authentically connect with people.”
Optus joins Splendour in the Grass in 2016 as official Telecommunications Sponsor, forming part of a strategic move to increase their support of and presence in music. In a Splendour first, Secret Sounds Connect and Optus will deliver an exclusive content series following the journey of one artist as they prepare to take to the main stage at the festival. Delivered entirely in 360-degree virtual reality, the series will take fans behind the scenes to share intimate moments with the artist. Keep an eye on Optus’ and Splendour in the Grass’ social media channels for pre festival content in the coming days.
This year’s Red Bull Bar will be lighting the Mix Up oval with incredible large format 3D animated video projection mapping.
To coincide with the launch of Contiki’s new route to India, Marigold Majestic Presented By Contiki will draw on the cultural delights of India. Festival goers will experience traditional flower ceremonies, vibrant colour parties, Indian dance, drumming, Bollywood inspired yoga, and henna art. At night, the stage will showcase performances from the cream of Australia’s electronic scene including Kato, Jayteehazard, Frames, Tyler Touche, L-Fresh the Lion, the nightly Beyond Bollywood AV Show by Sampology and heaps more.
Global streaming force Pandora Radio are the official Digital Music Streaming Sponsor of Splendour, continuing their Australian alignment with, and in support of live music in a multi-year deal. Pandora will be showcasing their Boom Box activation at Splendour in which people share their first gig experiences which is then turned into an animated GIF. Pandora will also be interviewing the hottest Splendour artists and serving up tunes from their official Splendour in the Grass playlist.
Smirnoff will return for 11th year, turning things upside down with the two-story Smirnoff House party hosted by your Nanna. There will be cocktails, the country’s coolest club nights in residence, a Sunday roast and everything including Nanna’s kitchen sink.
In the Very Small Suburb we will be recreating the best of a modern lifestyle precinct, with pop ups from brands including Messina, Bourke St Bakery, Sulis Aveda Lifestyle Salon, Sydney’s Unicorn Hotel, Doughnut Time, Single Origin Coffee, Afends and Mr. Simple.
Iconic Australian fashion and lifestyle brand Mambo will be producing a limited edition festival shirt featuring a bespoke Mambo x Splendour yardage print. Mambo will also bring to life their satirical designs with a Giant Guitar art installation that will see people sliding through the guitar and down an oversized tongue. Mambo ambassador Blake Thornton will be taking some artists surfing, and we’ll be capturing the experience exclusively for Mambo’s content channels.
Carlton Dry is throwing the ultimate Australian backyard party, serving up cold beers, a warm fire and banging tunes all weekend. Plus they’re keeping things interesting and mixing up some margarita inspired “Dry- Garitas.” This will be a new activation from the Event’s longstanding sponsors Carlton & United Breweries.
Kiehl’s Since 1851 will deliver some major indulgence to camp-weary patrons in the Kiehl’s Rocks Skin Retreat, where festivalgoers will be treated to signature facial treatments using the beautifully crafted Kiehl’s skincare range.
Rimmel London will be ensuring people are looking fab and photo-ready in the buzzing Rimmel Room, where patrons will be offered professional make up services using Rimmel’s range of colourful, contemporary, and high-quality products.
Yak Ales are returning to Splendour with the Yaks Watering Hole featuring craft beer on tap, the Laziest Bucking Yak and lots of fun and games.
The Moet & Chandon Champagne Bar will cater to festivalgoers looking for a little refinery and indulgence. They’ll be conducting Moet master classes and offering decadent cheese and wine pairings all weekend long.
Grill’d Burger Park will be serving up their famous burgers that not only taste good but are good for you too. Grill’d burgers are made from love and the freshest locally sourced ingredients. They’ll be Grill’n breakfast, lunch and dinner for patrons to get their burger fix over the festival
Splendour in the Craft is proudly supported by Spotlight, and will be back again with more glitter, pompoms and body paint than ever before, providing a craftastic array of workshops from some of Australia’s premier craft freedom fighters. Spotlight will be once again manning the Mend it Like Beckham stall where festivalgoers can get their mending done over the festival for free!
As official education partner, students from SAE Creative Media Institute will be putting their skills to work over three jam-packed days. As part of their degree and diploma, these talented students will be working the stages and also capturing some of the country’s most inspiring speakers at the Splendour Forum.
Social platform Twitter will be ensuring that no selfie, tweet or photo moment is missed by connecting patrons on ground with free WIFI over the weekend.