Frukt releases sixth annual Field Work report

Frukt works with brands such as Jägermeister at music festivals
Frukt works with brands such as Jägermeister at music festivals

Agency Frukt has unveiled its music festival focused Field Work report today (20 April), which this year hones in on the 'three ages of festival activations'.

Field Work: The New Transparency includes a discussion of the silent, covert and transparent generations of festival-goers, and identifies key trends from last year's festival circuit. These include destination activations, maker statements and the pre-festival journey.

It also includes insight from festival promoters and brand managers on the ground at these events, as well as statistics and charts that highlight key trends. 

Members of the Frukt team arrived at the report after visiting 18 festivals, which spanned a total of eight countries and four continents.

Key statistics include:

  • 96% of festival promoters feel the quality of brand activations has improved over the last 10 years
  • 88% of festival promoters agree that brands have a vital role to play in the on-going evolution of music festivals
  • 85% of brands agree that music festivals offer a unique environment to engage with people when they are at their most passionate
  • 82% of brands are set to increase their involvement with music festivals in the coming year

Dom Hodge, managing director at Frukt said: "Moving forward, transparency and candour are set to be the underlying themes of the evolving festival activation space. We’re now entering into the third wave of festival activations - the ‘Transparent Generation’ - where brands put their hands up and approach festival fans with honesty and integrity."

Check out Event's own festival report here.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Follow @brea__carter

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free