Secret Sounds agency, the vehicle behind Splendour in the Grass and Falls Festival, has pivoted from music sponsorship to a full-service agency model.
Previously, the touring company worked to increase artists profiles across Australia, including the organisation and brand management of large-scale events such as Byron Bay-based Splendour.
“We have deep experience across music and entertainment, so apply a more native and instinctive lens to the same creative agency process, which works hard for our partners,” Secret Sounds agency business director Andy Walsh said.
“Unlike a traditional campaign we have a guaranteed hyper-engaged audience, so success comes from ensuring we leverage the festival brand equity to drive deeper engagement to a much wider audience outside the festival."
The full-service agency will continue to work on creating immersive experiences, including establishing Falls Festival as Australia’s biggest annual music festival. It was the agency behind Splendour's pivot to a more premium brand experience.
“We love creating experiences for music fans where they can detach from their digital world and re-connect with like-minded people. We are storytellers, so experiences start with passionate stories and come to life through powerful real-life environments,” Walsh said.
This year’s Falls Festival has pulled impressive talent, including Toto, CHVRCHES and Vance Joy, while Splendour in the Grass sold out in 21 minutes as 35,000 festival goers descended on the Byron Bay event.
Falls Festival newest brand partners include Visa, The Iconic and The University of Tasmania while returning partners Jack Daniels, Smirnoff, Rimmel, Strongbow and Red Bull remain on board.
Secret Sounds managing director Kristy Rosser said brand partnerships have evolved in recent years with clients looking for a more collaborative approach.
"The industry has seen major evolutions in both sponsorship and how brands engage their audience, which has directly impacted our business," she said.
"Sponsor campaigns in and around our festivals are an important and valued part of the fan journey and experience. We have built a full-service agency model to ensure our partners generate key results while staying true to this huge and passionate audience.
"To succeed in today’s climate we must create thoughtful experiences that earn a place in music culture, enabling us to drive large reach to a wide audience."
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