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Euro festival bosses preview ‘challenging’ 2024 season

Festival stalwarts discuss hurdles including spiralling costs, a lack of headliners and fluctuating ticket sales

By Lisa Henderson on 30 Apr 2024

68,000 people attended Hurricane 2019 a day

European festival bosses have reflected on mixed fortunes for the 2024 festival season.

While some events have reported bumper sales and speedy sellouts, others have been forced to take a break or call it quits altogether.

Regardless of boom or bust, the challenges of staging a festival in the current climate are being felt across the board.

In 2024, organisers are grappling with a laundry list of problems, from extreme weather to spiralling costs and a lack of headliners to unpredictable ticket sales.

“Sales are okay but not outstanding compared to 2022 or 2023,” says Christof Huber, director of festivals at Gadget in Switzerland and chair of European festival association Yourope.

“There are a little less stadium shows compared to 2023 which helps”

“There are a little less stadium shows compared to 2023 which helps, but it’s also needed for this festival season.”

Stephan Thanscheidt, CEO of FKP Scorpio, adds “The overall conditions of the festival market remain very challenging. Frankly, it has become very challenging to promote festivals in a way that keeps pushing things forward and is economically viable.”

Skyrocketing costs have been a primary concern for festival organisers and, according to Thanscheidt, that’s not set to change.

“Tight margins are by far our biggest challenge,” he tells IQ. “The costs in virtually every area of festival production have risen considerably since the pandemic with no signs of slacking off.

“Exploding costs in all areas paired with cautious purchasing behaviour are keeping all promoters on their toes. Of course, we do not want to simply pass these costs on to our guests. Music and culture must stay as affordable as possible, and I consider it our duty to find ways to mitigate this troubling development, both by cross-financing as well as using synergies across our group.”

“People rewarded our booking efforts with a high demand”

Whilst acknowledging spiralling costs, Jim King, CEO of European Festivals for AEG Presents, urged festival organisers to “concentrate more on value than they do on cost”.

“The first natural reaction when costs go up is to have fewer stages and smaller production,” he told delegates during February’s ILMC 36.

“But if you reduce the value, you reduce the experience and then you’re on a downward spiral. If you look at the most successful festivals, they’re actually adding more value to the ticket. We worry too much about ticket price and not enough about the value of the ticket.”

Indeed, festivals that have adopted the “go big or go home” attitude with booking lineups and enhancing experiences have prospered in the challenging climate.

“It’s great to see that strong festival brands like Paléo Festival Nyon or Lowlands, which have created great lineups and also are famous for their unique experiences, have sold out right after going on sale,” says Huber.

“The demand is there, it’s supply that’s an issue”

FKP Scorpio’s Southside and Hurricane festivals are also set to sell out, thanks to blockbuster lineups led by Ed Sheeran, K.I.Z, Bring Me The Horizon, Avril Lavigne and Deichkind.

“People rewarded our booking efforts with a high demand,” he says. “Especially in these challenging times, I’m very grateful for the continued trust of our festivalgoers. We consider ourselves very lucky that our festival brands continue to be successful.”

Other festivals that have been rewarded for first-class lineups include Reading & Leeds, which has reported a sell-out Saturday headlined by Lana Del Rey and Fred Again.., as well as the 20th anniversary of Tomorrowland Belgium, the return of Germany’s Wacken Open Air, the Netherlands’ Down The Rabbit Hole and (of course) the UK’s Glastonbury Festival.

While these major festivals have delivered impressive lineups against all odds, securing headliners has been no mean feat.

“The challenge across all my UK business has been the availability of headline talent,” King said at ILMC. “When they’re prepared to confirm, how we can get that show announced and then the sales window that we’re dealing with. The shows we’re putting up are selling very strongly. The demand is there, it’s supply that’s an issue.”

“The challenge across all my UK business has been the availability of headline talent”

Download Festival boss Andy Copping has echoed those challenges, telling Planet Rock that the 2024 edition was the “hardest year” to secure a line-up, having approached 21 bands to find headliners.

Huber says the drought of headliners could be a symptom of increased domestic touring during the pandemic. “A lot of domestic artists took breaks after touring intensively after Corona,” he explains. “Therefore, the competition for international artists was quite intense.”

Another challenge that has become more prominent in recent years is the impact of extreme weather on festivals, which in turn has driven up insurance premiums.

In the last 12 months, a raft of major events have been hindered due to extreme weather including Primavera Sound Madrid, Awakenings in the Netherlands, Bluedot in the UK, Slovenia’s MetalDays, the UK’s Kaleidoscope, shows by Louis Tomlinson show and Ed Sheeran in the US, Burning Man, Taylor Swift in Brazil, Elton John in New Zealand, Wacken Open Air in Germany, Sol Blume in the US.

In the US, adverse weather coverage has “increased significantly” in the last five years, according to Jeff Torda from Higginbotham. Backing this point, a recent Billboard article claimed premiums in North America had tripled in recent years.

“There will be more shows that fail because the barrier to entry, financially, is so high and the risk point is so high”

While in the UK market, Martin Goebells at Miller Insurance says, “Today additional premiums for adverse weather are 50% higher than eight years ago.”

Another major source of cancellations has been the challenging economic climate, in the UK and Australia in particular.

In the UK, PennFest, 110 Above Festival, NASS Festival and Barn On The Farm have been called off due to financial challenges, while Connect Music Festival, Leopollooza, Long Division and Splendour were called off for varying reasons. A further 100 festivals are at permanent risk without action, according to trade body the Association of Independent Festivals.

Meanwhile, Australia’s festival sector is “in crisis” after cancellations from Splendour in the Grass, Groovin The Moo, Coastal Jam, Summerground, Vintage Vibes, Tent Pole: A Musical Jamboree and ValleyWays. A first-of-its-kind report found that only half of the country’s festivals are profitable.

King says that unfortunately festivals failing is part and parcel of the business: “The attrition rate is always going to be high. There will be more shows that fail because the barrier to entry, financially, is so high and the risk point is so high. I think it’s devastating. But that’s the direction of travel. I think it’s very difficult to change.”

The coming months may prove challenging for some but with the consistently high demand for live music experiences, many festivals are looking forward to their biggest and best editions yet.

 


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