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Find Your Music Event Niche.

Andy Robertson

With such a competitive environment for events it’s really important to differentiate your event from the plethora of other events out there. From small venue events to ambitious music festivals it is super important that you stand out from the rest if you are going to maximise you ticket sales. 

Firstly, do your research and determine where the demand lies, what do people want and what is the potential reach for your specific niche. Who are your key competitors and establish their location and event dates? Ask potential event customers what they want, when and where and start to build something that matches potential demand. 

If it’s a music event consider a niche like Jazz, rock, indie rock, pop, EDM etc as this will drive a specific audience and perhaps has more chance of success against the established music festivals. If you go for a wider audience with varied genres you are competing against events like Glastonbury, and that is a big ask. Better to stick with a smaller potential crowd and specialise to find your niche. 

It is highly likely that music event customers will follow a particular artist or music genre so that’s probably a good place to start. Take a look at the Rebellion (Blackpool) festival for example, an event purely for old punk rock and post punk live music bands successfully running since 1996 in various guises. They have stuck to their genre and format to make a successful 2-day niche music festival attracting a paying audience of 3,000 and is still independently run. Their audience is not young (mostly Generation X) because most acts have been performing for at least 40 years so they have an older more moneyed crowd.  

Once you found your niche start exploring potential artist costs, anyone who is currently very popular and in demand could be cost prohibitive. Find a niche that has a hard core following for music that is more underground and you can save a fortune on your artists fees and this means you can potentially increase the number of acts and add to the appeal. 

Having established your niche enables you to do highly targeted marketing and it helps you narrow down your target sponsors and vendors. Target all related media and social media influencers in that genre niche to help promote your event. In finding your niche it is going to help if you and your events team have an enthusiastic interest in that particular genre of music.

Aside from selecting a specific music genre you can consider how your event can be differentiated in other ways. Can you pick another popular theme that will attract interest? How about giving it an ‘environmentally friendly’ theme by donating a percentage of profits to a related good cause and encouraging eco-friendly vendors and sponsors. Consider an F&B theme that could be vegan only food and drinks for example?  

Using an event software solution like FestivalPro you can manage every aspect of your event leaving you to focus on marketing your event. The guys who are responsible for this software have been in the front line of event management for many years and are performance artists themselves. Using FestivalPro will simplify and automate many manual tasks freeing up your time to focus on making your event a hit.

Photo by Vova Krasilnikov from Pexels

Andy Robertson
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