Festival Republic, promoter of the Reading and Leeds festivals, is working with research and strategy agency Crowd DNA to launch a research programme offering brands access to more than 65,000 16 to 24-year-old music-lovers.The Sixty Thousand Voices research programme will consist of online and on-site research in the months surrounding the August Bank Holiday of the festivals, to provide insight about the role that brands play in live music and in the lives of those that consume it.
Topline findings will be presented to the industry before and after the festival, while the focus will be on category exclusive research content to be owned by brands that take part.
James Kent, Festival Republic sponsorship manager, said: "In the current climate brands need to work harder to ensure their music sponsorships deliver for them.
"Sixty Thousand Voices will allow them to engage in a long-term dialogue with a key demographic, and as a result help inform those aspects of a campaign that will really deliver ROI."
Andy Crysell, Crowd DNA managing director, said: "We have a huge sample of 16 to 24-year-olds to research; also the scope to develop really innovative methodologies and compelling ways to bring the insight to life.
"Moving beyond traditional approaches to insight, we're looking to develop techniques that allow us to kick-start a potent two-way conversation with the audience."
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