The Moïse 1er Chronicle Advice for festivals — signed Moïse 1er

Festivals: you have the artists, but have you made people want to come?

A line-up grabs attention. But what makes people actually make the trip? Three examples, from Glastonbury to Avignon via Montreal, to look at your communication in a new light.

By Moïse 1er, founder of Festival TV Article n° 264 Column The Moïse 1er Chronicle

The Festival d'Avignon audience, packed into the Cour d'honneur of the Palais des papes at night — The Cour d'honneur of the Palais des papes, packed to the rafters: the Festival d'Avignon audience — a festival that makes people want to come. Official photo © Festival d'Avignon.

When I look at a festival's communication, I look for a simple answer: what am I going to experience there?

The names on the poster matter, of course. But I also want to understand the atmosphere, discover the place, and know whether I can come with my family or bring along friends who don't know any of the artists.

My advice to organisers: show what makes your event desirable beyond the stage.

“Your poster presents the artists. Your communication must also give the audience its place.”

Show what happens between the shows

Glastonbury presents, on its website, spaces with distinct identities and invites visitors to explore the discoveries on offer around the main stages, notably theatre and circus. (glastonburyfestivals.co.uk)

I see in this a lead to adapt to your own scale: also tell the encounters, the food, the activities and the places where people can gather. Show what deserves arriving earlier for, or staying on between two concerts.

Give proof for your promises

The Montreal International Jazz Festival presents family activities as well as information on access, services and adapted facilities. These details allow visitors to prepare their visit. (montrealjazzfest.com)

For me, calling your festival “family-friendly” or “accessible” commits you to explaining what is actually planned. Which activities? Which spaces? Which services? That is useful material for your posts.

“A festival promise must be something you can live on site, not just read on a poster.”

Speak also to those who don't know you yet

The Festival d'Avignon offers a “Première fois” (“First time”) scheme, with a discovery notebook including games and practical advice to guide new spectators. (festival-avignon.com)

It's an approach that inspires me: welcoming the audience also begins with how you speak to them. Introduce your artists in simple words, suggest a discovery path, and explain how to prepare for the visit.

Before your next post, ask your team this question:

“If I don't know any artist in our line-up, does our communication still make me want to come?”

The answer can help you find what you haven't shown enough yet.