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Prove or disprove this hypothesis: A music festival in Bali would be successful?
Bali and other Indonesian cities host numerous popular music festivals each year, but the available data suggests their attendance is somewhat lower than that of the world's largest music festivals. Bali's largest festival, Soundrenaline, has seen crowds of 40,000 to 50,000 in past years. While that pales in comparison to the 130,000 who attend the Glastonbury Festival, it does hold up well against the 50,000 of Burning Man. Attendance at Bali festivals may be smaller than in other locations, but several articles tout Indonesia as a growing international destination for music festivals. Ultra Worldwide, one of the largest music festival producers in the world, has entered the Bali market, suggesting the region is an up-and-coming player on the music festival scene. However, information on the profitability of Bali festivals proved unavailable. Millennials name other cities as their top travel destinations, but Bali is becoming more appealing to this generation as a place to both travel and live because of its affordability and easy lifestyle. Ultimately, while an event the size of Coachella or Glastonbury might be a challenge in Bali, a somewhat smaller music festival would likely be successful.
BALI FESTIVALS
Soundrenaline is touted as the largest music festival in Indonesia, but it is apparently attended largely by Indonesians, rather than an international crowd. This festival tends to focus on local bands, rather than international talent, which may account for the attendance by locals. I found no recent attendance data, but earlier years saw 40,000 to 50,000 attendees.
Dreamfields Electronic Dance Music Festival Bali, appears to be on hiatus at the moment, but its first year, 2015, saw attendance of 25,000, and it is expected to return.
The inaugural Bali Music Week took place in September 2017. The week's highlight was Ultra Beach Bali, part of Ultra Worldwide, the "largest independent, international music festival brand in the world." Ultra Beach Bali sold out with more than 10,000 people in attendance at Potato Head Beach Club. Ultra Worldwide offered 45 music events in "20 countries across 5 continents" in 2017, bringing in over 1 million attendees in total. Ultra Worldwide's decision to enter the Bali market is a good sign that the region is an up-and-coming player on the music festival scene.
Bestival Bali also saw its inaugural event in October 2017, as an offshoot of its popular UK counterpart. While I did not find attendance figures, one report noted that an expected volcano eruption on the island had a negative effect on the tourism industry in the months leading up to the eruption, which ultimately occurred in November 2017. Therefore, attendance at Bestival Bali was lower than expected, though the event got a glowing report from an avid international music festival goer.
The 2017 Sunnyside Up Tropical Festival, a 2-day festival at Potato Head Beach Club, had about 6,000 in attendance. While its scale appears to be smaller than other festivals, it is often touted as one of the best in the region. It has apparently grown from a one-day festival to a two-day event that attracts an international crowd.
Pacha Festival Bali is a weekend music festival at the Anantara Seminyak Bali resort hotel. It features around 20 international acts that attract about 6,000 attendees who are relatively young to early middle age (18-45), well-educated, and affluent.
While not in Bali, the Djakarta Warehouse Project, a music festival in Indonesian capital Jakarta, draws 90,000 attendees.
MILLENNIALS AND TRAVEL DESTINATIONS
According to a 2017 survey, top travel destinations for millennials include primarily European and US cities, such a Liverpool, England; Bordeaux, France; and Portland, Oregon. Most references to millennials and Bali have to do with members of this generation moving to Bali to work remotely while sitting on the beach and enjoying the easygoing, experience-rich lifestyle. However, TripAdvisor listed Bali as the top travel destination in its 2017 Travellers' Choice Awards.
In terms of travel, millennials are looking for adventure and experience. Among the top touted destinations for 2018, Bali ranked fifth in Kayak's most recent travel trends report with searches for the destination up 46% among millennials. Bali's affordability is a likely draw for millennials as well.
I found no demographic data specific to international music festival goers. However, the average age of a music festival attendee is 32. They are affluent (over $75,000 per year) and tend to be male with an affinity for rock and pop music.
CONCLUSION
In conclusion, Bali appears to be an up-and-coming international destination for music festivals with events such as Soundrenaline and Ultra Beach Bali bringing in tens of thousands of attendees. While the largest Bali festival focuses largely on the Indonesian population, other events have a more international feel and attract attendees from around the world. While millennials cite other cities as travel destinations, Bali is growing in popularity because of its affordability and easy lifestyle.