Viacom Is Leading The Way As Networks Embrace Festivals

Viacom is leading the way as networks embrace festivals. The Visionary Group weighs in on how to make these festivals successful.As reported by ADWEEK, Viacom is at the forefront of a big movement to create festivals for major network brands. Some of the company’s current network-focused festivals include Comedy Central’s Clusterfest, Nickelodeon Slimefest, and the BET Experience. Along with Viacom’s offerings, other network-centric festivals in the mix are the Adult Swim Festival and a series of TBA live events to be put on by the newly-merged Discovery and Scripps Network. We absolutely love to see TV networks embracing live events in such a big way…but we simultaneously acknowledge that there are plentiful challenges associated with putting on a festival. It’s essential that the festival host gives attendees something they haven’t seen before – something they’ll want to rave about on social media, and (most importantly) something that will reinforce brand/network loyalty on a larger level. As long as the brand throwing the festival is willing to invest the resources (and finances) to do it the right way, we think this can be a hugely fruitful (and profitable) undertaking. We do not recommend putting on a festival if you’re not all in. You need to surround yourself with an experienced team who understands how (and why) to put on a festival, logistically and creatively.

We’ve all seen what happens when festivals go wrong…