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
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
- 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
OVO FEST
Electric Elements
Ever After
Osheaga
VELD positioning
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.
Perceptual map
Perceptual map explanation
Competitors positioning
VELDs positioning
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