Even if we’ve only met once, or you’ve just seen the six guitars hanging behind me on a Teams call, you probably know I’m into music. After years in the industry, I’ve watched the same routine play out: sponsor a festival, put a logo on the stage, give away some freebies, and call it a “music strategy.” Then people are surprised when it doesn’t make much of a difference.

The issue isn’t the festival itself, the type of music, or even blaming fans who stayed home because of the weather. The real problem is how brands have been taught to approach music. The real value isn’t just in the festival stage for three days. It’s in the artists, the fans, and the culture that surrounds them all year long.

So, as someone who knows a thing or two about this space, consider this a case for helping your Music Strategy suck a little less. Support the art, support the artists, support those CREATING culture.