Survival of the Fittest: The Future of Music Festivals with Seth Hurwitz
The music festival scene is undergoing a seismic shift as the market becomes increasingly crowded and competitive. Once a niche offering for music enthusiasts, festivals have exploded in number and scale, saturating the market with a dizzying array of choices. This proliferation, while initially seen as a sign of industry health and creativity, has led to significant challenges. As more festivals vie for the same audience, the uniqueness and quality that once set individual events apart are now at risk of being diluted.
As festivals increasingly book the same big-name acts, attendees are finding fewer reasons to travel or attend multiple events. This repetition extends beyond the lineups, affecting the overall themes and atmospheres of the festivals, which have become quite similar. As a result, the once-distinctive character of each festival is fading, leading fans to be much more selective about which events they choose to invest in. The festival scene is becoming a sea of sameness, and fans are looking harder for experiences that really offer something special.
“Festivals that are well-thought-out and have a clear vision will succeed and perform well, and the ones that seem to exist simply because the organizers wanted to jump on the festival bandwagon without offering anything unique will not,” said Seth Hurwitz, a music promoter in the D.C. area. “Everything will shake out— it will be survival of the fittest as usual.”
The Problem of Oversaturation
The growth of music festivals in recent times is fueled by a rising passion for live music among audiences and the attractive business opportunities that come with hosting such events. As traditional album sales have diminished, live performances increasingly became a cornerstone for artist revenue in the digital age. Both musicians and promoters spotted a beneficial trend to tap into, leading to a booming festival circuit.
“There are too many festivals, and bands are spreading themselves thin. Booking costs have gone up. It’s just way oversaturated,” said Hurwitz.
This surge is not just about the number of events, but also their scale and the diversity of experiences they offer. Festivals have evolved from simple music concerts to elaborate multi-day events that include art installations, culinary experiences, and interactive activities.
Moreover, the economic impact of these festivals can be substantial, influencing local economies by drawing tourists, creating jobs, and boosting local businesses. The promise of economic benefits encourages cities and sponsors to support such events, further fueling the growth of the festival market.
With only a limited number of headline-worthy acts available, many of the top-tier artists end up performing at multiple major festivals throughout the season. This results in a repetitive lineup across different events, which can dilute the unique appeal that each festival might otherwise have. As a result, the overall festival experience can start to feel uniform, no matter the location or theme promised by organizers.
This lack of differentiation is problematic for festivals as they strive to draw in crowds and remain financially viable. When festival-goers notice that they can see the same artists at several nearby events, their incentive to choose one festival over another diminishes.
Homogeneity and Lack of Uniqueness
As the number of festivals has increased, many end up featuring the same popular bands and headliners, making them feel less unique. Fans might notice that the same big names are showing up whether they go to a festival in Los Angeles or New York, which reduces the excitement of attending different events.
This repetition happens because there are only a few top artists that can draw large crowds, and they are often booked by multiple festivals. Artists themselves also want to perform as much as possible during the festival season to reach more fans and boost their earnings, which leads to the same acts appearing everywhere.
“The problem with festivals is so many promoters want to do one now, because they look easy—they’re not,” said Hurwitz. “So promoters book these festivals without putting much thought or curation into them, and suddenly you can find the same lineup at dozens of different festivals across the country. When it was just the big festivals —Lollapalooza, Bonnaroo, ACL, and Coachella—if you wanted to see all your favorite bands in one place you had to travel.”
Traditionally, one of the main attractions of a music festival was its unique local charm—both in the music and the overall experience. This uniqueness often encouraged fans to travel long distances to enjoy something special they couldn’t find at home. However, as more festivals feature similar lineups, this local appeal is fading, and it’s affecting how many people choose to attend.
When festivals in different locations offer very similar experiences, the reason to travel to another city or state diminishes. Fans are less likely to justify the expense and effort of traveling if they can get the same experience close to home. This can lead to a drop in out-of-town visitors, as the appeal of traveling for a unique event is reduced when the event feels like it’s available everywhere.
Economic and Strategic Challenges
As the demand for top-tier artists and popular headliners continues to rise, the costs associated with booking these high-profile acts have surged. These increased expenses are often passed on to festival-goers, leading to higher ticket prices, which can affect the accessibility of festivals for many fans.
For many fans, these increased costs can limit their ability to attend multiple festivals or even a single event. This reduction in accessibility can affect ticket sales and overall festival attendance, as potential attendees may opt out of purchasing tickets due to prohibitive prices. Festivals that fail to manage these high costs effectively may face challenges in maintaining their audience base and ensuring long-term sustainability.
Moreover, Hurwitz points out that high ticket prices can change the way audiences engage with festivals. When attendees pay premium prices, their expectations correspondingly increase. This shift can lead to a more transactional relationship between festivals and attendees, where the emphasis is on ‘getting one’s money’s worth’ rather than simply enjoying the music and atmosphere. This mindset can diminish the communal and spontaneous spirit that has traditionally been a hallmark of the festival experience, leading to a more calculated and less enjoyable engagement.
The Importance of Quality
The rush of new festivals entering the market was initially sparked by the success of early festivals, which showcased the potential for substantial earnings. This led to a gold rush of sorts, with new festivals emerging rapidly, hoping to capture some of the success. However, as the number of festivals increased, the specialness of each event began to fade, leading to a diluted festival experience across the board.
Blaming individual festival organizers for the competitive climate doesn’t quite address the root of the problem. “You can’t really blame a shark for biting someone’s leg off, can you?” Hurwitz said. This behavior is simply a response to the intense competition and the inherent need to stand out.
Seth Hurwitz believes that in today’s crowded festival scene, the festivals that will thrive in the long run are those with a clear, unique vision, rather than those that simply jumped on the trend for quick profits. He argues that festivals which truly stand out have a distinct identity and offer something special that goes beyond just having a big lineup of popular acts.
As less unique and visionary festivals fail to attract and retain audiences, the oversaturation in the festival market will naturally decrease. The festivals that will remain successful will be those that consistently offer a special experience and stand out from the crowd, proving that having a clear and compelling vision is key to enduring success in the festival industry.