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VIBRANCY STUDIOS // INSIGHTS // VOL 2// "Beyond the Music: A New Era for Festivals"

Melissa Kapitao
When I think of festivals, I think of the people I have met and the unforgettable memories I  have made. Festivals are no longer just for entertainment —they are cultural spaces where music, art, and community collide.

MELISSA KAPITAO



85% of Gen Z believe that festivals are essential spaces for connection, authenticity, and creativity. In a time when connections increasingly happen through screens, festivals remind us of something deeply human: the need to gather, celebrate, and share experiences in real life. However, the landscape is shifting: Rising costs, the pressure to innovate and shifting audience expectations have forced many events to either adapt or disappear entirely. 









As we explore this cultural shift, brands have a unique opportunity to lead the change with bold, thoughtful activations that redefine what it means to gather and to connect with engaged, value-driven audiences. 

In this whitepaper we uncover the trends shaping tomorrow’s festivals.









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