Long gone are the days in which the line-up was the only criteria followed to splurge on a music festival.
Early bird gets the worm. As children of the financial crisis and the social networks, Portuguese Millennials don’t let finances get the best of their life experiences. In fact, 2.7 million attendants were brought together at the 311 festivals held in Portugal last year (source).
Long gone are the days in which the line-up was the only criteria followed in deciding to splurge on a music festival. The opportunity to watch the Arctic Monkeys, Lorde or Muse live becomes a must-go social event; a congregation of big crowds, food trucks, and famous figures ambling in their fashion-week worthy outfits.
Brands and promoters are leading this reinvention of festival culture, by crafting unique experiences for an ever so demanding audience. Their goal: getting noticed among a growing battlefield of brands. Some build interactive stands that blend brilliantly into the festive venue, while others, with tighter budgets, find ingenious ways to sneak in their logo and become part of the party.
Overall, brands want their message to be amplified through unique voices in social media. Influencers are given VIP access and are paid to generate images and videos at the venue. From the promoters side, influencers can generate hype before, during, and after the festival weekend. By inviting influencers to their festival, companies are not only making the event to be even more remarkable to attendees but also more enviable to those who scroll the screen.
As festival season 2019 is approaching fast, Primetag has ranked the top 5 Portuguese music festivals that were most mentioned by national influencers in the last year. We also featured sample content of brands that carried influence marketing campaigns.
The following ranking is part of the ‘Social Influence Report Portugal 2018 by Primetag’ [Available for free download]. Primetag analyzed 1,682 Portuguese accounts and more than 354 thousand publications. It’s based on the number of mentions by Portuguese influencer accounts during festival season 2018.
5º Super Bock Super Rock
Super Bock Super Rock is a fan favorite rock festival that takes place in Portugal’s capital, Lisbon. The festival takes place in the middle of July and features an array of artists. In 2018, headliners included The XX, Justice, and Travis Scott. For 2019, Lana Del Rey, Phoenix, and Migos are set to be the festival’s headliners. This is a can’t-miss event and clearly, influencers agree.
4º NOS Primavera Sound
The next most mentioned music festival for 2018 is Nos Primavera Sound. In 2018, this festival took place from June 7 -June 9. NOS Primavera Sound is in Porto, Northern Portugal. 2018 had a variety of shows such as Lorde, Tyler the Creator, and Father John Misty. In 2019, extreme crowds will get gather for Solange, Rosalia, J Balvin, and many more.
3º MEO Sudoeste
Five. whole. days. There is a reason MEO Sudoeste grabs the attention of fans, year after year, for five whole days and that is for the fantastic music and magical atmosphere. In 2018, MEO Sudoeste began on the 7th of August with a grand finale on the 11th. Influencers and their followers alike came together to celebrate artists such as Shawn Mendes, Hardwell, Marshmello, J Balvin, Jason Derulo, and a variety of others at Zambujeira do Mar.
2º NOS Alive
It was all a dream, something fans may say as they say goodbye to a weekend of artistry, electricity, and creativity at NOS Alive in Algés, Portugal. NOS Alive was the second most mentioned music festival during the 2018 season. NOS Alive took place from July 12 to 14 and highlighted artists including Snow Patrol, Khalid, Queens of the Stone Age, The National, Pearl Jam, and so much more talent. Influencers surely did not miss out on NOS Alive and now they are pinching themselves to make sure they didn’t dream the weekend away.
1º Rock In Rio
Wake me up when it’s time for Rock in Rio Lisboa 2020. Our most mentioned 2018 Portuguese Music festival goes to Rock in Rio Lisboa. Muse, Bruno Mars, The Killers, and Katy Perry, just to name a few, all performed at Rock in Rio Lisboa in 2018. Taking place over two June weekends in the heart of Lisbon. This is an obvious beloved event that never disappoints. Influencers lavished in the sunshine, unimaginable moments, and good vibrations for four full days and managed to document in between.
Read more from Primetag’s Social Influence Reports:
10 Best Spanish destinations on Instagram
10 Most Mentioned Fashion Brands by Spanish Influencers on Instagram
