VELD

CANADAS LARGEST MUSIC FESTIVAL

What is veld?

Music festivals are form of entertainment which allows consumers to see their favorite DJs and artists in a single venue. Most music festivals go on for days like Veld which lasts 2 days, or Osheaga which lasts 3 days. According to Hal R. Abramson of concertpromtions.com, the earliest music festivals date back farther than ritual celebrations and ceremonies held in ancient Egypt and Greece. Music festivals are typically social events which large crowds and lots of energy. That being said, music festivals tend to be expensive and tiring. Dehydration is the most common problem at music festivals, so it is important to keep hydrated.


Canada's largest music festival is an annual event held at Downsview Park in Toronto. Sponsored by Ink Entertainment, Live Nation and Deadmau5, VELD rally's up crowds of up to 85,000 (in 2014). This year VELD will be held on July 30th&31st and include over 27 artists and EDM famous DJ's.

Repping the artists

Music festivals are form of entertainment which allows consumers to see their favorite DJs and artists in a single venue. Most music festivals go on for days like Veld which lasts 2 days, or Osheaga which lasts 3 days. According to Hal R. Abramson of concertpromtions.com, the earliest music festivals date back farther than ritual celebrations and ceremonies held in ancient Egypt and Greece. Music festivals are typically social events which large crowds and lots of energy. That being said, music festivals tend to be expensive and tiring. Dehydration is the most common problem at music festivals, so it is important to keep hydrated.


Canada's largest music festival is an annual event held at Downsview Park in Toronto. Sponsored by Ink Entertainment, Live Nation and Deadmau5, VELD rally's up crowds of up to 85,000 (in 2014). This year VELD will be held on July 30th&31st and include over 27 artists and EDM famous DJ's.

LOGOS AND SYMBOLS

This is VELD official 2016 logo, they change it up a little bit every year so you can differentiate each years VELD apart from each other. Right beside the veld logo is a symbol very similar to the VELD logo (that also comes in black) that they use for marketing purposes like digital posters, payment plan posters, and artist announcement posters.

Target Market

The target market for events such as music festivals is so broad. Music festivals are all about inclusion and music and people bonding which is why the target market is large. Their main target market is people between the ages 16 and 25 which includes some of the millennium generation but most of generation x. Music festivals are not targeted towards a certain ethnicity or religion but it is arguable that ravers are a counterculture which marketers tend to target to.


Income is the huge difference in this target market. Music festivals are expensive so people who attend them shell out a couple hundred dollars a night. This usually means they have some sort of income and are employed usually part time. The target age bracket is either in high school or university meaning they can keep a part time job to have some dictionary income. That being said, they choose to spend their money on events and activities verses paying of their education which results in a many features desired and a high expected usage rate. They expect to have a good time, for the show to run smoothly and on time. They want to see everyone that is promised in the line-u and have an easy entrance into the event.


Music festival goers tend to have brand loyalty. Once they have been to a certain festival and had a good experience they tend to return. They say once you start raving you can’t stop because the experiences are amazing which relates with why people whom go to music festivals have a high brand loyalty.

Current promotions, endorsements and sponsorships

Promotions


  • Hotel room packages, you can get hotel rooms and your ticket together and save money by bundling.
  • the Spc discount, for a specific time spc gave an offer to its memebers to get $30 off their ticket.
  • payment plans, you can choose to pay off your ticket in 4 payments. The first is $82.37 at the date of the purchase, the second payment is due May 5th of $39.87, the third payment is due June 5th of $39.88, and the last payment is due July 5th of $39.88.
  • the veld field team ticket selling deal is as follows-
  • 7 Tickets = VELD GA Ticket
  • 10 Tickets = VELD Merch Pack
  • 15 Tickets = VIP Ticket Upgrade
  • 20 Tickets = After Party Ticket
  • 25 = Get featured in the VELD Aftermovie
  • 30 = Solaris Music Festival ticket
  • 50 = Meet & greet with a DJ
  • 100 = FREE TICKETS TO ALL INK EVENTS FOR A YEAR
  • The more tickets you are able to purchase and sell, the better the benefits for yourself.

Sponsorships


  • INK entertainment
  • Live Nation
  • Deadmau5

Competitors

Digital Dreams

July 2-3rd, Budlight is hosting the Digital Dreams music festival at the flats of Ontario place. Tickets range between $180 (GA) and $310 (VIP). The artists and DJs attending Digital dreams include Above&Beyond, Armin Van burden, Axwell A Ingrosso, Bassnector, Borgore, Danny Tanaglia, Knife and party, pendulum, Lmek, 3Lau, Chocolate puma, CID, cosmic gate, Damian Lazarus, Destructo, Griz, Hannah Wants, Infected mushroom, Steven Lions, TIGA, Tritonal and many more. The event is also sponsordered by Ink Entertainment and Live Nation but unlike VELD, Digitals dreams main sponsor is Barcardi. Similarly to VELD, Digital dreams also has promotions. There are layaway plans, hotel bundles, and street team. Unlike VELD, DD has apparel which could increase marketing. They are also donating $1 from every ticket sold to support Musicounts, a charity which helps to keep music alive in schools and communities in Canada.
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OVO FEST

The seventh annual OVO fest will go down August 1st-3rd, 2016 at the Molson Canadian Amphitheatre. OVO stands for Octobers very own, and is founded by Drake, Noah 40 Shebib and Oliver El-Khataib. The festival is famous for special guests which Drake brings down to Toronto. OVO also has its own clothing line which originally started with roots, then he collaborated with the Raptors, and now they have their own store decided to just OVO merch. This year the lineup includes Kevin Hart, J Cole, Big Sean, Jeremih and plenty more of Drakes special guests. The competitive advantage OVO has is the tremendous drake backup. This event is less like a music festival and more like a concert because of the big artists, musical festivals tend to have more EDM music and DJs. That being said it can do really well because of the Drake influence and city pride which OVO fest has.
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Electric Elements

Electric elements is a one day festival which is held at Wasaga beach during the famous may 2-4 weekend. This year’s festival is held on May 22nd 2016 and tickets sell for around $115. Electric elements has many features over VELD, for example they have the electric express which is a party bus you can pay for to take you to Electric Elements venue from specific locations near you. They also have a street team similar to VELD and Digital but they are sponsored by Smiroff. It is highly promoted through social media to reach its target market and is a direct competitor to VELD. The lineup this year include DJ Snake, W&W, Laidbackluke, Dondiablo, DJ Tommy trash, and Destro. Electric elements similarly to VELD and Digital are all about the music and atmosphere.
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Ever After

Ever after music festival is a three day music festival held in Kitchener, Ontario from June 3rd-5th. The lineup includes big EDM djs such as Skrillex, ZEDD, Flux avilion, Getter, Autoerotique, Team EZY, Advanture club, RL Grime, Marshmellow, Cashmere cat, Ghastly, SNBRN, Sami Sound Boy, Minzone Strong, Dillion Francis, Zin boy, Shiba San, REZZ, sleepy tom, and ANEVO. Ever after is similar to digital, electric and veld in terms of music and atmosphere, however they are not as aggressive on social media and ticket selling and do not have thing like a street team and party buses. Although not as large as VELD, ever has a waterpark and camping grounds to stay and party overnight. GA tickets for 3 days are about $200 and GA tickets with camping grounds range in the $400s. Ever After competes with the other music festivals because it has the camping competitive advantage and because of the waterparks, June tends to get warmer and thus people enjoy the waterpark aspect in an outdoor festival.
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Osheaga

Osheaga is a little different in nature from your typical music festival or rave. Virgin Mobile and Candian Molson present the 11th annual music and arts festival during July 29th-31st at parc jean-drapeau in Montreal. The park has 5 stages set up and involves national and international artists. The festival features artists like Lana Del Rey, Tory Lanez, and Post Malone alongside national artists which get a chance to be recognized. Last year the festival brought in about 135000 music lovers from the United States and Europe. Tickets are on the pricy side starting at about $360 for GA. The competitive advantage Osheaga has over other festivals is that it is a showcase for new young, undiscovered, talent which many prefer over large, overhyped, EDM djs.
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VELD positioning

As we can see from the other music festivals, VELD is trying to be the perfect inbetween long festivals, short festivals, camping festivals and water festivals and they are trying to market to the teenager to adult age group. VELD wants to be viewed as the largest festival with the largest EDM artists in the heart of Toronto. They used to just focus on the event and allowing people to have a great time, now they are going the extra mile to ensure people have a great time by adding Ferris Wheels and many more famous EDM artists.

Current positioning of the brand

Direct


  • Digital Dreams
  • Electric Elements
  • Ever After


These three events are direct competitors with VELD because they are true Music Festivals/Raves in nature. Digital dreams and electric elements are 1 day events which feature some of the same artists, and ever after is the longer festival which is also based over EDM and a festival experience. The advantage Digital Dreams has is their reputation, people whom have gone to DD have enjoyed themselves and convinced more friends to go the next year. They also carry apparel which is basically free marketing for Digital Dreams which VELD does not have but is currently working on. Electric Elements has a competitive advantage because they are on a long weekend and are on a beach. Although the Music festival isn’t directly linked to the beach, people can still go around and get access to the beach. Lastly Ever After is a 3 day EDM camping festival. With a lot of the same artists as VELD Ever After is targeted to the same market. These 3 are all direct competitors because they are raves and are focused around plur, having a good time and the music.


Indirect


  • OVO Fest
  • Osheaga


OVO Fest and Osheaga are indirect competitors with VELD because OVO fest is put on more concert style with one large stage and famous pop/rap artists, and Osheaga is more of an arts festival for growing talent. OVO fest, hosted by Drake is targeted towards the target market which listens to Drake. OVO is a true outdoor concert in nature and does not have the same plur experience. Osheaga is created for national talent to be discovered which is very different from VELD, Digital and Ever After because they are after only the big EDM names.

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Perceptual map

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Perceptual map explanation

I decided to use price and artists quality to create a perpetual map for music festivals. Low artist quality means not as much EDM, pop/rap artists and not too many known artists. High artist quality means the biggest EDM music festival artists and the greater amount of them the high the artist’s quality. Lastly high and low price which is pretty self-explanatory however I took into consideration the length of the music festival because per-day you might be paying less than an expensive 1 day festival. I put VELD right at the top right meaning they have high artist quality because they have many famous EDM artists like the Chainsmokers and Martin Garrix. They are also expensive, for about $250 for the tickets they are considered pretty expensive. Right underneath by keeping with the high price is OVO Fest. As I mentioned before the OVO Fest is a competitor because of the dates and the outdoor aspect, however it is not a true music festival and they do not have many/if any EDM artists. Going further down but to the left a little is Osheaga. Similarly to OVO Fest, Osheaga is an arts show/music festival so they do have a couple main artists, which are not in EDM, but they have many small national artists making them have a low artist quality. For about $360, they are on the higher price side, but we have to keep in mind they are a longer show. Going up and towards the left is Digital Dreams. Digital dreams has famous EDM artists and is a music festival which is why it has a high artist quality. However, being a one-day event, for $200 Digital dreams is on the pricey side of music festivals. Closest to the middle of the chart is Ever After, Ever After has some famous EDM artists, not many which is why it is in the middle and for a price of $200 for a 3 day festival they are pretty affordable. Lastly, closest to the left is Electric elements, they are placed at the low price side because the tickets are about $80-100 for a one day festival which is not bad. They also have some famous EDM artists attending but not the most famous like VELD with the Chainsmokers.

Competitors positioning

OVO Fest wants to be perceived as an outdoor summer concert with many pop/rap artists. Digital dreams wants to be similar to Solaris but outdoors, basically a one night rave which is half indoors/outdoors. Electric elements want to be viewed as the best long weekend beach rave ever. They want to been seen as a fun, outdoor summer rave, whereas Ever After wants to be seen as a fun, outdoor, camping rave. Lastly, Osheaga is known for the upcoming artists which is why it is viewed as an arts/music festival.

VELDs positioning

VELD has a head-to-head positioning because they promote themselves as a true rave the same technique which Digital Dreams, Electric Elements and Ever After are doing. They post similar pictures on social media to promote the festival and have similar promotions like the street team. VELD however has fault which could hinder their attendance and ticket sales this year. Last year day two of VELD was canceled due to a summer storm with heavy rains and lightening. With ticket prices so high, VELD issued a 40% refund but it could not make up for the disappointed consumers which were looking forward to the festival. Now they are keeping their hopes up and promising a better year. Although people are more hesitant on purchasing tickets, VELD still has a competitive advantage to other festivals because it is in the heart of Toronto is it is one of the largest festivals in Canada space wise, attendance wise, and artists wise. This will allow them to continue with the success and rise above the competitors even though they had a bad year last year.

Works cited


About Osheaga. (n.d.). Retrieved May 08, 2016, from http://info.osheaga.com/customer/en/portal/articles/1469331-about-osheaga


Bud Light Digital Dreams | July 2 & 3. (n.d.). Retrieved May 08, 2016, from https://digitaldreams.frontgatetickets.com/


Drake Announces 6th Annual OVO Fest Lineup: Big Sean, J. Cole, YG & More. (n.d.). Retrieved May 08, 2016, from http://www.billboard.com/articles/columns/the-juice/6502374/drake-6th-annual-ovo-fest-lineup-2015


Electric Elements Music Festival | Events | (CIQB FM) B101. (n.d.). Retrieved May 08, 2016, from http://www.b101fm.com/events/7109


Ever After Music Festival 2016. (n.d.). Retrieved May 08, 2016, from http://everaftermusicfest.electrostub.com/event.cfm?cart


Information About Music Festivals. (n.d.). Retrieved May 08, 2016, from http://traveltips.usatoday.com/information-music-festivals-14962.html


News, C. (2015). Veld to issue 40% refund after festival cancelled due to storm. Retrieved May 08, 2016, from http://www.cbc.ca/news/canada/toronto/veld-to-issue-40-refund-after-festival-cancelled-due-to-storm-1.3180221