Music Festivals

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Part
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Music Festivals - Mexico

The top three music festivals based on published attendance numbers are Electric Daisy Carnival Mexico, Vive Latino, and Inception Music Festival. Each festival is an annual event with large attendance numbers and famous musicians. While the events use technology within the event itself, especially EDC, there are no music festivals we could find that currently offer any kind of app or other activations. An in-depth look at each music festival can be found below.

Electric Daisy Carnival Mexico

Electric Daisy Carnival Mexico just held its fifth annual festival this February. It is just one branch of the Electric Daisy Carnival, which has been around since 1997. Attendance numbers are not published for 2018 yet, but 2017 had over 195,000 in attendance. The lineup included major artists such as Zedd, Kill the Noise, Nightstalker, and many more.

EDC Mexico does not have any kind of app for users at this point. They do have social media channels to share information and media regarding the event. It is, however, a heavy user of technology throughout the entire event. The creators state that the event "represents a distinct union of technology and nature". Each themed stage is elaborately designed, with countless lighted sets and props. Performances are accompanied by programmed light shows, and in some cases even fire displays and fireworks. The event also has a large art display that is largely composed of programmed LED light shows within the artworks.

The music festival has other activities for attendees of all ages to enjoy. There is a carnival, as the name suggests, that has many rides that are included in the ticket price. As mentioned above, there is also an elaborate art display that contains larger than life sculptures and interactive art installations. EDC also has their own crew of entertainers that include dancers, circus performers, and other "whimsical characters" that are ornately dressed in full costume and makeup. The team, called "Funkdafied Freaks", performs in the stage shows and entertains attendees throughout the festival grounds.

Vive Latino

Vive Latino will be holding its 19th annual two-day festival this year in Mexico City. Last year, over 160,000 people were in attendance. The festival features rock music artists from around the world and welcomes all ages to attend. The 2018 festival will be held on March 17th-18th at Foro Sol. The lineup includes some world famous bands including Gorillaz, Morrissey, PVRIS, and Queens of the Stone Age. 83 groups in total will be performing over the course of two days. The event has social media pages, but that is the extent of its marketing technology.

Aside from the music, Vive Latino also includes other activities for attendees to enjoy. They have a comedy stage, called Carpa Casa Comedy, where well-known comedians perform standup acts. An area called Carpa Ambulante features documentaries and other films related to music culture. The festival also has numerous areas for attendees to relax and meet up with friends, including some specifically designed for children.

Vive Latino is an evironmentally conscious event. An organization called Pronatura monitors the impacts of the event each year, calculates how much environmental damage was done because of the event, and then in return the festival donates an amount based off of that calcuation to a project called CARBOIN.

Inception Music Festival

Inception Music Festival started in 2013 and is held annually in Cancun, Mexico. Last year, the festival had over 30,000 attendees. This festival is unique in that it runs for a month, though people usually spend 5-7 days there. 2018 dates are March 5th through March 26th. It is also different because the headliners play at different bars and venues around Cancun instead of having one location. Attendees gain access to all the venues when they purchase their tickets, called "party packages". Most of the headliners perform at night, allowing people to enjoy the rest of Cancun during the day. Because of the unique set up of this festival, it has been called the world's largest Spring Break event. Headliners include world-famous artists such as Lil Wayne, Deorro, Danny Avila, Lil Jon, and more.

The festival focuses on the music because its location allows for attendees to experience many other places in Cancun, an already popular vacation spot. Their party packages include access to all venues, open bars, and waived cover charges. IMF does not offer any type of app or other technology for the attendees yet. They do have social media channels used to promote their event and provide information and media.

Conclusion

In conclusion, the top music festivals based on attendance in Mexico are Electric Daisy Carnival Mexico, Vive Latino, and Inception Music Festival. While each event uses technology in their shows and other aspects of the festival, none currently offer any kind of app or other technology directly to the attendees.
Part
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Part
02

Music Festivals - Brazil

INTRODUCTION

The three largest music festivals in Brazil are Rock in Rio, Lollapalooza, and Ultra. Rock in Rio has been using the latest audio system technology, including VTX and I-Tech HD for the first time. They've also introduced cashless payment technology and drones for shows and security. Lollapalooza has also been using cashless payments and access control via wristbands, as well as virtual reality and Live360 video. Ultra has introduced a mobile app for iOS/Android, and new radio shows.

1) ROCK IN RIO

Rock in Rio is the largest music festival in Brazil. In 2017, about 1.5 million people attended the first event, 700,00 attended the second and fourth events, and 1.2 million attended the third event. It has branched into Lisbon, Madrid, and Las Vegas. Past line-ups have included pop stars like Lady Gaga, Maroon 5, and Justin Timberlake as well as rock groups which include Guns n' Roses, Def Leppard, and Fall Out Boy.

Rock in Rio used brand new speakers and amplifiers this past year. Their new audio system used "powered by Crown I-Tech HD amplifiers, marking the first time Rock in Rio used VTX and I-Tech HD." In 2013 Rock in Rio also introduced wristband cashless payments with "Intellitix RFID access control technology" to control who enters the VIP area. Guests in the VIP area could use their wristbands to pay for items. These wristbands auto-top so that guests will not run out of funds and do not have to worry about misplacing cash. Finally, Rock in Rio used drones in 2017 not only as part of a light show, but also to record 4k resolution security images.

2) LOLLAPALOOZA

Lollapalooza had over 125,000 attendees in 2015, making it the second largest music festival in Brazil. This festival is located in São Paulo, and "headliners for the two-day festival in São Paulo [have] included Metallica, The Weeknd, and The Chainsmokers."

Lollapalooza began using wristband technology in 2017 for cashless payments using Intellitix. Lollapalooza organizers say that this new technology has "reduced costs, boosted revenues, and improved the guest experience." It requires that guests link their wristband with a credit card beforehand and requires a PIN number to use at the festival. Lollapalooza is also using virtual reality with a Live360 video broadcast that users can use from home to watch the festival's highlights.

3) ULTRA

With over sixty thousand attendees in 2016, Ultra is the third largest music festival in Brazil. Located in Rio de Janeiro, this "independent electronic music festival" has included headliners such as "Above & Beyond, Dash Berlin, Hardwell, Krewella (Live), Martin Garrix, DJ Snake and Steve Aoki." Furthermore, for the first time, Ultra Brazil was "broadcast live to over 50 million households in 26 countries across the continent." This festival began in 1999 in Miami, Florida and is held all over the world.

In 2016, Ultra introduced Ultra Live, a radio show that includes fan and artist interaction. A UMF radio broadcast also began in 2016, with shows "transmitting live for 8 hours across 50 networks, in 38 countries." In 2017, Ultra introduced an app for iOS/Android users with a news feed, video content, customized filters for pictures, and more.

CONCLUSION

Rock in Rio, Lollapalooza, and Ultra are the three largest music festivals in Brazil based on attendance. They have all begun introducing new technology to their events within the past five years. Lollapalooza and Rock in Rio have both added cashless payment wristband technology. Rock in Rio has also added new audio equipment and introduced drones for security as well as entertainment, while Lollapalooza streams live recordings of shows. Ultra has introduced a mobile app for its guests and Ultra Live and UMF radio shows. New technology is increasingly being used at these festivals to create a more streamlined, unforgettable experience for guests.


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Part
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Music Festivals - United Arab Emirates

The following music festivals are the largest in United Arab Emirates, based on attendance. To compile this list, we used several sources, such as CN Traveller, The Culture Trip, and The National, regarding top music festivals in this country and cross-referenced with other sources to find accurate attendance numbers.

Please note, I did not include any festivals that move venue from country to country every year, even if they have sometimes been help in United Arab Emirates. I've only included festivals that are held in this country every year.

The overall theme with the festivals researched is that they do not really use any kind of integrated technology or leverage other activations to connect with fans.

Dubai Jazz Festival

The undisputed leader in music festival attendance in United Arab Emirates is the Duabi Jazz Festival, which had 36,000 attendees as of 2016. This festival notes on their website that they sell out every year after starting in January 2003 when they only sold 1,200 tickets. In total since its inception, this over 500,000 fans have attended this festival.

In 2018, their headliners were Duran Duran, John Legend, and Ricky Martin. Previous artists included Tom Jones, Mariah Carey, Enrique Inglesias, Santana, Sting, Chris Botti, David Gray, James Blunt, and many other international artists.

In 2018, their title sponsor was Emirates, and key sponsors were Bank of Sharjah, Mastercard, Marriot Rewards, and Habtoor Grand Resort.

Although this event does not have an official mobile app, they did use technology in 2018 to connect with fans from around the world through a live stream of the entire event. They also publish videos after every event on their website.

Dubai Jazz Festival is produced by Chillout Productions, which is the "longest-running event agency in the region," according to the company's website.

RedFest DXB

Over the past four years, more than 75,000 fans have attended RedFest DXB, which is the second biggest music festival in United Arab Emirates. This means that the annual average for RedFest DXB has been 18,750 attendees (75,000/4=18,750), though I could not find specific annual numbers to indicate whether this event is growing, declining, or holding steady.

RedFest DBX is a two-day event, with performing artists that have included The Lumineers, Jessie J, Demi Lovato, Sean Paul, Mike Posner, The Script, Iggy Azalea, Tinie Tempah, Bastille, Rita Ora, Adam Lambert, Fifth Harmony, Mark Ronson, Zane Lowe, Gorgon City, Wilkinson, and Steve Aoki. In 2018, their headliners were The Chainsmokers, Kesha, and Dany Neville.

RedFest DBX is presented by Virgin Mobile and Virgin Radio 104.4, with major sponsors including Emirates, Splash and Pringles.

RedFest DBX's website includes a streaming radio page, where fans can listen to music from artists that are part of the event lineup. They also publish an after-festival video on YouTube annually.

In 2016, Virgin Mobile and the event production company Done Events announced a partnership with Live Nation, which strategically aligned the companies to offer high-quality artists along with better ticketing, event marketing, and event operations.

Done Events is a relatively small production company, with less than $1,000,000 in revenue and 10 employees, as estimated by Owler.

Party in the Park Dubai

Party in the Park, presented by What's On, is attended by over 10,000 people annually, according to their media kit.

This festival's most recent headliners included Liam Gallagher, The Chemical Brothers, and Temples. 2017 sponsors included African+Eastern, Platinumlist, McGettigan's, Fred Perry, and Dell. One of the things that sets this festival apart is that they open the doors relatively early at 2 PM in order to feature an all-you-can-eat BBQ brunch with view of the main stage in the dining area.

Although this one-day festival ends relatively early at midnight, they do have an official after party, which is presented in conjunction with Step On Dubai. Attendees can use their Party in the Park wristband to get int the after party for free.

This festival does not have an official app and organizers haven't integrated with other forms of technology.

Other Music Festivals in United Arab EmerAtes

The above three festivals are the only in United Arab Emerates with a confirmed attendance of over 10,000 people. However, we did find some smaller music festivals in this country as well, as listed below with the most recent attendence numbers:

- Cairo Sound Music Festival: attended by 7,500 in 2017
- Step Music: attended by more than 6,000 in 2017
- Piknic Electronik Dubai: attended by 6,000 in 2015
- Wasla Festival: attended by 4,000 in 2017
- Destination Dawn: attended by 2,200 in 2017

United Arab Emerates is also home to Unite with Tomorrowland Dubai and Groove on the Grass, though attendance for these two festivals is undisclosed.

Again, based on our research, the three more popular music festivals do not really leverage any activations or technology such as mobile apps. However, in a few cases, as noted above, they use streaming to help bring the festival to fans not able to attend.

CONCLUSION

In summary, some of the top music festivals in the United Arab Emirates are the Duabi Jazz Festival, RedFest DXB, and Party in the Park. The Dubai Jazz Festival is the most popular, with 36,000 attendees in 2016. Other festivals of interest include Cairo Sound Music Festival, Step Music, Piknic Electronik Dubai, Wasla Festival, and Destination Dawn.
Part
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Part
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Music Festivals - Saudi Arabia

The music scene in Saudi Arabia is extremely subdued compared to that in other countries. "Concerts have long been an underground affair in Saudi Arabia, where official adherence to the severe Wahhabi school of Sunni Islam puts music in murky legal territory."
In February 2017, in fact, the country hosted its first two concerts in over 7 years, which were both open only to male attendees. Unfortunately, this does mean that there are no music festivals held in Saudi Arabia currently.

Although music entertainment in any form has been all but banned in Saudia Arabia due to the kingdom's religious regime, this is changing due to one prince who identified entertainment as an area of opportunity for economic growth. In late 2018, the country plans to hold a jazz festival in King Abdullah Economic City (KAEC), which is located on the coast near Jeddah. Plans as of 2017 noted that although they hoped to bring international musicians to this festival, Saudia Arabia's via requirements would likely not allow many foreign music fans to attend. Around 7,000 people live in KAEC, though attendance information or expectations has not been publicized.

The closest thing Saudia Arabia currently has to a music festival is the
Jenadriyah Heritage and Cultural Festival, which is organized by the National Guard under direction from the Crown Prince and attended by over a million citizens annually. This festival has a cultural musical component, featuring traditional artists from across the country, but it is not a music festival in the typical sense and technology does not play a role in promoting or organizing this festival.

The country does also host some smaller heritage- or religious-themed local festivals, where local artists play traditional music, such as the Eastern Summer Festival. However, once again, these are not music festivals in the traditional sense; they simply might feature a few very traditional musicians as part of the festival, under strict direction from whichever prince is directing the festival.
Part
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Part
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Music Festivals - South Korea

Using a variety of pre-compiled lists, travel guides, media mentions, and social media pages, I have determined the top five music festivals in South Korea based on attendance are Jarasum International Jazz Festival, ULTRA Music Festival Korea, Jisan Valley Rock Festival, Spectrum Dance Music Festival, and Incheon Pentaport Rock Festival. A deeper look at these festivals is below.

Methodology

To find the top five music festivals in South Korea, I consulted a variety of pre-compiled lists and searched for attendance numbers on event websites and in press coverage for each event listed. As there were a few festivals for which attendance numbers were not available, it is possible I missed a smaller festival. However, given that the most well-attended festivals typically advertise their attendance numbers, I am confident I have found the largest music festivals in South Korea.

That being said, the World DJ Festival may have a higher attendance than one or more of the festivals on this list, but, as it went on hiatus for seven years, it only just returned in 2017, and attendance numbers for that festival have not been released. In 2009, though, the festival boasted an attendance of 90,000 people, so it is possible that it could be included in the top five. However, since I could not confirm its most recent year's attendance, I elected not to place it on the list.

Jarasum International Jazz Festival

Date: Three days in October
Location: Jaraseom Island in Gapyeong, South Korea
Attendance: 200,000 – 250,000 over three days
Overview:
In its 15th year, the Jarasum International Jazz Festival hosts world-renowned jazz artists on multiple stages and "presents a blend of jazz and world music, local and international acts, crowd-pleasing and crowd-challenging sounds." In 2016, 989 jazz artists from 559 countries performed at the festival, making it truly an international event. In fact, "Jarasum's most striking programming feature is its globalism," and each year's festival features a "country focus," which is designed to introduce other countries' music to a Korean audience. Jarasum's organizers estimate that in 2015, 88% of its audience was under age 40, when in most countries, jazz festival audiences run older, at an average age of 50 and sometimes even 60.

Unfortunately, despite searching through the festival's website, press coverage, and social media, I was unable to find any information on activations or technology such as the integration of apps.

Ultra Music festival Korea

Location: Seoul, South Korea
Attendance: 150,000 over three days
Overview:
The ULTRA Music Festival was originally founded in Miami, Florida in 1999, but it has expanded to become a global electronic outdoor music festival, with a growing annual attendance. The festival makes a stop in Seoul, South Korea every June and is now the "longest running ULTRA Worldwide event outside of Miami." It is also considered the "go-to EDM Festival in Asia" by MTV Asia and was "rated as one of the seven best festivals in Asia by the South China Morning Post in 2016."

Although there are no specific activations or mentions of app integration for the ULTRA Music Festival, there is a VIP experience that "provides festival goers a celebrity experience of hospitality and service." This experience gives attendees a private table and sofa inside the "VVIP Zone," access to bottle service, access to the venue via an "exclusive red carpeted VVIP entrance," exclusive valet parking, and "access to VVIP-only private restrooms." Other benefits are available for additional charges, including catering, an unlimited cocktail bar, and private butler service.

Moreover, the festival is streamed live on YouTube and V Live where an additional 730,000 people attended the event. In 2016, ULTRA debuted a 4K Aftermovie that "tracks a group of young break-dancers and a long-boarder as they travel to the festival, accompanied by gliding shots that vividly capture the energy of the bustling and vibrant city that is Seoul."

Jisan Valley Rock Festival

Attendance: 60,000 over three days
Overview:
Widely considered "one of South Korea's biggest summer outdoor music festivals," the Jisan Valley Rock Festival "combines today's most popular rock music with the scenic beauty of Jisan Forest Resort." Although still one of the most heavily attended music events in South Korea, its 2017 attendance saw a 33% decline over its 90,000 attendees in 2016. Organizers believe this is because other music festivals are drawing away potential attendees from the Jisan Valley Rock Festival. This event is one of the few in South Korea that combines art with music for a full cultural experience.

I was unable to find any information on activations or app integration for the Jisan Valley Rock Festival. I searched through the website, but it is mostly in Korean and despite using a translator, I was not able to fully translate all pages. In addition, the event's Facebook page, press coverage, and event guides do not mention any type of activation or app for the festival.

Spectrum Dance Music festival

Date: October (2018 dates coming soon)
Location: Seoul, South Korea
Attendance: 60,000
Overview:
The Spectrum Dance Music Festival is a "mega music festival produced by S.M. Entertainment's affiliate group DreamMaker Entertainment." This festival features KPop, but in 2017, it combined a variety of musical genres including"60 artists from across the EDM, hip hop and, of course, K-pop."

There is very little information about activations for this event, as its website is not currently up and running. It appears to be under construction for the 2018 edition of the event. However, since "the most remarkable feature of the festival was the cutting-edge technology used to create amazing visual expression across its four stages," it is very possible there will be integrated technology for concert goers. Unfortunately, there isn't any information on the event's website, Facebook page, or in press coverage that verifies its existence.

Incheon Pentaport Rock Festival

Date: August (2018 dates coming soon)
Attendance: 50,000 over three days
Overview:
The Incheon Pentaport Rock Festival is "an annual three-day summer music festival, organized primarily by Yescom Entertainment" and is "the largest open-air music festival in the country and features more than 60 Korean and international acts." This is one of the best-known music festivals in South Korea and was recently named a "2017 Promising Cultural and Tourism Festival" by the Korean Ministry of Culture, Sports and Tourism. In addition, it is listed as one of the "world's 'must-see festivals' by British entertainment magazine 'TimeOut'." Musical acts in 2017 included Bastille, a British indie band; Justice, a French electronic duo; Dua Lipa, an English singer; and 5 Seconds of Summer, an Australian band.

As with most other festivals on this list, there is no information on activations or app integrations. The event's website is "coming soon" and its Facebook page is mostly in Korean and seems to only include videos from past events.

Conclusion

The largest music festival in South Korea is the Jarasum International Jazz Festival, with an attendance of between 200,000 and 250,000 over three days. This is followed by ULTRA Music Festival Korea, with an attendance of 150,000 over three days.
Part
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Part
06

Music Festivals - Chile

Chile is home to a number of internationally-recognized music festivals across several genres. To find the most popular for your request, we used pre-compiled lists such as this one from The Culture Trip, and cross-referenced with the events' websites and other authoritative sources to find the number of attendees for each conference.

Please note, this list does not include events that are not held in Chile every year. Some events move from location to location, and although they may have been held in Chile in the past, they are not held there every year, so cannot be fully considered a Chilean festival.

Festival de Viña del Mar

The biggest music festival in South America, Festival de Viña del Mar (also known as the Viña del Mar International Song Festival), is held annually in Chile since 1961 and is attended by 15,000 music fans.

This festival is held at the Quinta Vergara in Viña del Mar, and has featured artists such as Maluma, Camila, Sin Bandera, Lali Espósito, Americo, Los Fabulosos Cadillacs, Río Roma, Auténticos Decadentes, Mon Laferte.

Festival de Viña del Mar is produced by ChileVision, which is a Chilean television network and media company. So, in addition to thousands of fans who attend the event live, this festival also has 150 million media viewers from around the world, which makes it one of the biggest music events in the world. In addition to ChileVision broadcasts, this festival is broadcast on HTV and TNT. The festival also partnered with CNN to highlight the best parts of the festival as part of the Café CNN show.

ChileVision also has their own mobile app called miCHV, which they use to promote and give fans a way to connect with the festival.

Lollapalooza Chile

Although Festival de Viña del Mar is the largest music festival in Chile based on live and broadcast viewers, Lollapalooza Chile has more live attendees. This event is an offshoot of the main Lollapalooza event, which now has satellite festivals around the world. In 2014, the most recent data available, the Chile version of this festival had 110,920 attendees and grossed $16.8 million.

Lollapalooza Chile's 2018 line-up features artists including Pearl Jam, Red Hot Chile Peppers, The Killers, Imagine Dragons, King's Wool, LCD Soundsystem, Chance the Rapper, Wiz Khalifa, DJ Snake, Kygo, Hardwell, and The National. Fans can use the interactive Lollapalooza website to learn more about all event artists and hear their music. Fans can also log in to the MyFest website via Spotify, Facebook, or email to customize their experience.

Presenting sponsors for this festival are VTR and Itau, with other major sponsors such as Acer, Pepsi, Red Compra, and Costanera.

In addition, to an interactive website, Lollapalooza Chile has its own app, which fans can use to connect with the festival. Most of the features of this app can be accessed without a wireless or cellular network connection, which allows fans to take advantage of app features during the festival itself when the number of fans connecting can make wireless and cell networks run slowly.

Ultra Chile

The most recent data available reports that 20,000 people attended Ultra Chile in 2015. Like Lollapalooza, this festival is a satellite EDM event for the main Ultra festival, which now has several locations around the world. In 2017, Ultra Chile sold out, as noted on their live stream page.

2017's Ultra Chile lineup included DJ headliners Alesso and Marshmello, with sponsors that included Feed Me and Malaa.

Although Ultra Chile does not have its own app, the Ultra festival does have a mobile app available in both the App Store and Google Play. This app allows users to customize a personal schedule to make sure you don't miss any favorite artists, as well as learn about all current performers, view video content, listen to music from featured artists, and more. The app also integrates with Uber for a safe ride home, and has a camera filter feature and stick pack extension. In the future, the app will also have a 24/7 music stream and a GPS-coordinated map to help attendees navigate the festival.

Ultra Chile also live streams the festival on YouTube via UMFTV for fans who could not attend. The 2017 live stream was sponsored by Paramount/Dreamworks "Ghost in the Shell" and Guitar Center and included sets that were live streamed in 360 degrees, in order to give fans a "live" experience.

Other Music Festivals

The above three music festivals are the biggest in Chile based on publicized numbers. However, Chile is home to several smaller festivals, including Festival Nomade, which caps attendance at 600 people, as well as Festival del Huaso de Olmué, Womad Chile, Frutillar Musical Week, and Festival Surfbeats, which do not publicize attendee numbers.

In conclusion, Festival de Viña del Mar is the largest Chilean music festival in terms of live attendees plus broadcast viewers, while Lollapalooza Chile is the most popular event to attend live. Ultra Chile comes in third place but does have the most interactive app and live experience activation to help fans connect with the festival.
Part
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Part
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Music Festivals - China

The music festival market in China is booming, with one promoter having a ~240% increase in festival attendance from 2015 to 2016. Research has also shown that wealthier people from China are even more likely than their American counterparts to spend money on live music. Chinese people are expected to spend around $57 trillion USD in the coming 10 years on live shows. To identify the top music festivals in China, we searched music industry reports, events listings and news websites from both China and the rest of the world. The festivals chosen were those with the highest attendance figures. Often, these festivals came up on multiple lists.

We have included only those festivals in mainland China, though if Hong Kong is of interest please see Sonar Hong Kong. Detailed information for many festivals was scarce, and attendance figures or guarantees that the events will return in the coming years for some festivals were not possible to find. We have included three major festivals that will return in 2018, and that we could find sufficient detail to be of interest. Other festivals that have been popular in the past but had scant recent information on their future and/or attendance figures were Strawberry, Midi Modern Music Festival and the Great Wall Festival.

Storm Music Festival

Storm is an electronic dance music (EDM) festival held across several cities in China. The show has experienced tremendous growth, from around 20,000 people in 2013 to attendance figures of over 250,000 in 2016 across its venues. It was expanded into 11 cities in China, and Sydney, Australia in 2017.

The festival has used more creative marketing campaigns than many other Chinese festivals. This includes imagery and video of what the festival will be like rather than just the names of DJ's which may be unfamiliar to Chinese fans. Gamification of ticket sales has proved successful — e.g. they used a digital platform where people could line up to purchase tickets, but could jump ahead in the queue by doing tasks like sharing the festival on social media. The promoter is also heavily active in the EDM scene in China, helping to establish it as one of China's most popular music genres.

ISY 2018

Another large dance music festival we found is ISY2018, held in Sanya, Hainan province. It will have over 100 international and Chinese artists and DJ's, and expect 50,000 tickets to be sold for each of the festival's three days. The founder of the festival stated that she wished to use the event to make Sanya the "Ibiza of China". The festival attracted $12 billion in investments from one China-based investments firm, and there are further plans to invest in two major music theme parks in the town, costing several billion yuan.

ISY has a Facebook account which posts regular pictures and videos throughout the event. Since the event date was announced, ISY have been actively posting countdown and ticket reminders together with videos and photos of the artists and other items of interest including the stage being built.

Ultra Music Festival China

Ultra Music Festival is a worldwide event, taking in several countries. It has recently expanded to China, where attendance was around 40,000 people for the multi day festival in 2017. There is currently no lineup or date for the 2018 edition, but based on earlier years it is likely to include many top international EDM and techno DJ's. Apart from traditional marketing in music blogs, Ultra Music Festival has a YouTube documentary series commemorating its 20 years of existence. Ultra is well-known for live streaming its festivals around the world, and in 2017 saw 25,000,000 views of the Asia tour, an increase of 20,000,000 over last year.

conclusion and limitations

It is important to note that due to the internet firewall in place, it is difficult for people living in China to access music and information in the traditional way (i.e. Soundcloud, Instagram, YouTube, etc.) and thus marketing efforts must be within allowable Chinese channels. Given these restrictions, the festivals we have chosen are those that have sufficient information and history to be of interest.

In summary, the three largest music festivals in China are all in the EDM/dance music genre. They are ISY2018, Ultra Music Festival China, and Storm Music Festival.
Sources
Sources

From Part 05