Branding, sponsorship and the music festival

Research output: Chapter in Book/Report/Published conference proceedingChapter

Abstract

This chapter explores the relationship between outdoor rock and pop music festivals and the sponsorship of commercial brands. Drawing on the UK market, it discusses the increasing importance of sponsorship deals to many festival organisers and defines, historicises and explores various forms of sponsorship activity in terms of leveraging and activation. Three main strategies are then suggested through which festival organisers deal (or not) with commercial sponsors. It also draws on the notion of the ‘countercultural carnivalesque’ to examine why sponsorship and branding at outdoor rock and pop music festivals may be viewed with suspicion by some festival organisers, commentators and audiences, and then draws briefly on postmodern arguments to help understand why sponsorship deals have become accepted by other types of audience.
Original languageEnglish
Title of host publicationThe Pop Festival: History, Music, Media, Culture
EditorsGeorge McKay
Place of PublicationNew York and London
PublisherBloomsbury Publishing
Pages199-212
ISBN (Print)978-1-62356-959-4
Publication statusPublished - 2015

Fingerprint

Branding
Music
Sponsorship
Sponsor
Activation
Suspicion

Cite this

Anderton, C. (2015). Branding, sponsorship and the music festival. In G. McKay (Ed.), The Pop Festival: History, Music, Media, Culture (pp. 199-212). New York and London: Bloomsbury Publishing.
Anderton, Christopher. / Branding, sponsorship and the music festival. The Pop Festival: History, Music, Media, Culture. editor / George McKay. New York and London : Bloomsbury Publishing, 2015. pp. 199-212
@inbook{f147252358b943118b133df79017e04c,
title = "Branding, sponsorship and the music festival",
abstract = "This chapter explores the relationship between outdoor rock and pop music festivals and the sponsorship of commercial brands. Drawing on the UK market, it discusses the increasing importance of sponsorship deals to many festival organisers and defines, historicises and explores various forms of sponsorship activity in terms of leveraging and activation. Three main strategies are then suggested through which festival organisers deal (or not) with commercial sponsors. It also draws on the notion of the ‘countercultural carnivalesque’ to examine why sponsorship and branding at outdoor rock and pop music festivals may be viewed with suspicion by some festival organisers, commentators and audiences, and then draws briefly on postmodern arguments to help understand why sponsorship deals have become accepted by other types of audience.",
author = "Christopher Anderton",
year = "2015",
language = "English",
isbn = "978-1-62356-959-4",
pages = "199--212",
editor = "George McKay",
booktitle = "The Pop Festival: History, Music, Media, Culture",
publisher = "Bloomsbury Publishing",
address = "United Kingdom",

}

Anderton, C 2015, Branding, sponsorship and the music festival. in G McKay (ed.), The Pop Festival: History, Music, Media, Culture. Bloomsbury Publishing, New York and London, pp. 199-212.

Branding, sponsorship and the music festival. / Anderton, Christopher.

The Pop Festival: History, Music, Media, Culture. ed. / George McKay. New York and London : Bloomsbury Publishing, 2015. p. 199-212.

Research output: Chapter in Book/Report/Published conference proceedingChapter

TY - CHAP

T1 - Branding, sponsorship and the music festival

AU - Anderton, Christopher

PY - 2015

Y1 - 2015

N2 - This chapter explores the relationship between outdoor rock and pop music festivals and the sponsorship of commercial brands. Drawing on the UK market, it discusses the increasing importance of sponsorship deals to many festival organisers and defines, historicises and explores various forms of sponsorship activity in terms of leveraging and activation. Three main strategies are then suggested through which festival organisers deal (or not) with commercial sponsors. It also draws on the notion of the ‘countercultural carnivalesque’ to examine why sponsorship and branding at outdoor rock and pop music festivals may be viewed with suspicion by some festival organisers, commentators and audiences, and then draws briefly on postmodern arguments to help understand why sponsorship deals have become accepted by other types of audience.

AB - This chapter explores the relationship between outdoor rock and pop music festivals and the sponsorship of commercial brands. Drawing on the UK market, it discusses the increasing importance of sponsorship deals to many festival organisers and defines, historicises and explores various forms of sponsorship activity in terms of leveraging and activation. Three main strategies are then suggested through which festival organisers deal (or not) with commercial sponsors. It also draws on the notion of the ‘countercultural carnivalesque’ to examine why sponsorship and branding at outdoor rock and pop music festivals may be viewed with suspicion by some festival organisers, commentators and audiences, and then draws briefly on postmodern arguments to help understand why sponsorship deals have become accepted by other types of audience.

M3 - Chapter

SN - 978-1-62356-959-4

SP - 199

EP - 212

BT - The Pop Festival: History, Music, Media, Culture

A2 - McKay, George

PB - Bloomsbury Publishing

CY - New York and London

ER -

Anderton C. Branding, sponsorship and the music festival. In McKay G, editor, The Pop Festival: History, Music, Media, Culture. New York and London: Bloomsbury Publishing. 2015. p. 199-212