Splendour Festival takes place each year in July and is one of Nottingham’s best-established music festivals. When we first started working with promoter DHP Family over five years ago, the festival was enjoying crowds of between 10,000 and 15,000 each year. Fast forward to 2018 and the festival now regularly attracts audiences in excess of 20,000, with a record sell-out of 25,000 in 2017.
So how has that happened? Much as we’d love to claim it’s all our hard work, it’s more a combination of things, including the massive spike in media coverage since we started working together. Our plan starts early in the year, building momentum with the drip, drip release of press information about artists securing column inches and sending social media into a swirl.
Press accreditations are a big part of our role too. We work with DHP Family and Nottingham City Council to sense check who has applied – from journalists to photographers to vloggers and bloggers. We want to achieve high quality, relevant coverage so we have to be discerning.
Then there’s the day itself. We run the festival press office, managing interviews with artists and making sure that people are in the right place at the right time to meet the media. And all of this is designed to attract new audiences for the following year’s festival. So the cycle never stops! Roll on the next one.