At times, it was more like the terraces of Old Trafford than the plush basement of the 5* Royal Garden Hotel in Kensington, as FRUKT's Group Account Director Jim Robinson chaired a lively panel of debate on Friday evening about the role of brands at live music events.
Unlike the usual format that tends to focus on the brand or promoter's point of view, this time we invited students onto the panel to give their opinion of sponsorship and brand involvement. As you'd expect, they had a word or two to say.
Interestingly though, the overriding sentiment that surfaced was that rarely did a brand leave a negative impression on the festival goers, more often it was fairly neutral and sometimes very positive. Crucially, the brands that did leave a positive impression were the ones that actually added value, content and really engaged with the festival goer. These passionate young festivals goers pay their money to see the music and share an experience with friends, not because they receive a free breakfast (although it does help!).
Thanks to Freddie Griffiths Jones (Sponsorship Manager, Vodafone), Jeremy Patterson (MD, Sports Vision), Stuart Galbraith (CEO, Kilimanjaro live), Rosa Martinez (MD Backbeat), Jonathan, Elena, Helena and Jorgen, for contributing to a great panel.