Aloompa Festival Demand Report

Leveraging Festival App Data To Understand Artist Demand Foreword

Aloompa is the leading provider of turn-key mobile applications for music, food, sports and community focused events. In 2013, Aloompa became the first company to complete a large-scale Bluetooth beacon deployment at a music festival, and has since made a commitment to providing never-before seen insights on consumer behavior.

AT A GLANCE Aloompa saw these trends proven correct this year, as we saw an average fest app download rate of 53% for We compiled user schedule data from the Top 50 most US festivals with reported attendance over 100,000. popular festival apps in 2015. Additionally, we tracked over 55 million sessions in Aloompa apps, totaling more than 4.8 million hours spent in our apps. Using the data, we created a proprietary scoring system that In that amount of time, we could go to Pluto and back on the measured the relative demand of artists throughout the Galileo Spacecraft 35 times! 2015 festival season. Our position as one of the leading festival mobile app Odesza experienced the most growth in 2015, with a 438% providers allows us to have a unique view on the industry raise in demand over the course of the year. that many don’t. In 2010, we released a feature to begin keeping track of user’s behavior in aggregate form. In an In the future, we will continue to release the Festival event app, this could be an attendee liking or scheduling Demand Report on a quarterly basis. an artist. In a few cases, we exposed this data in the apps themselves as a feature that had festival-specific leaderboards/top charts. Not only did attendees think the BACKGROUND feature was interesting, but we soon learned that many Technology innovation in the event industry has been industry professionals took notice. Since 2010, we’ve the core goal of Aloompa since our inception. Founded in continued to hear feedback that this data was becoming Nashville, TN, in 2009, our product and relationships have more insightful in helping events inform a portion of their been heavily influenced by the music-centric culture which decision based on users behavior in an event app. surrounds us. It has always been our mission to deliver an When looking throughout the industry, it has become incredible attendee experience with mobile apps as our easier to find charts ranking song streaming totals, album base, while also giving our clients an opportunity to learn downloads, total tickets sold, and data from social networks, and grow from their tech-savvy attendees. but a key source of entertainment, the growing market of large scale events, has been left out. Why do so many Since the start of our company, music festivals have grown millennials attend festivals? What artists are they there to exponentially in number and popularity. On April 22, 2015, see? How did they choose to spend their time? Our research Billboard published that 32 million people go to at least one led us to creating what we are calling, the Aloompa 2015 festival in the US every year. Nearly half of that population Festival Demand Report. are made up of millennials (14.7 million). At the same time, a study by Harris Interactive revealed that 31% of millennials use their phones for half a festival or longer, while only 15% say they never touch it while there.

ALOOMPA FESTIVAL DEMAND REPORT 2015 2 BEHIND THE NUMBERS thinking Miranda Lambert is more popular than X pop act if To begin our process, we chose a group of our Top 50 most you just don’t like country music, yet. popular festivals based on total app sessions, general festival size, and festival type. Next, we aggregated the BREAKOUT ARTIST OF THE YEAR schedule data from each attendee’s ‘My Schedule’ section. An outcome of our research was the ability to watch an Within each Aloompa app, an attendee has the ability to artist’s demand increase and decrease throughout the create their own schedule. This functionality makes it easy 2015 festival season. After looking across the entire Top for attendees to keep track of the artists they are most 50 festivals we analyzed , we quickly spotted an artist excited to see. Using this data, we developed a proprietary whose growth was notably substantial. In total, ODESZA’s weighted score that takes into account the number of weighted score grew 438% at festivals in 2015, making attendees that added an artist to their schedule, the number them our Breakout Artist of 2015. of total schedules created, and the total number of festivals played in 2015. The result allowed us to see an artist’s THE FUTURE “Popularity Share” of a festival lineup, the most “In Demand” As Aloompa begins the 2016 festival season, all of us artists across an entire genre, and an aggregated Top 100. are excited to continue looking forward. In addition to Overall, EDM led all genres with 31% of total artists, but continuing our work of providing the most advanced quickly followed by Country and Pop. This parity re- mobile apps in the industry, we are focusing our growth on enforces the changing landscape of music festivals that we providing data-driven results. As a commitment to this we are all experiencing in the multi-faceted lineups. While one are excited to announce that we will continue to publish the genre may dominate a particular festival, gone are the days Aloompa Festival Demand Report on a quarterly basis. The of a festival with a single genre; there is now something for data will allow the decision makers in the industry to get everyone to enjoy. tangible visibility into the growth of artists throughout the year, and see how these artists stack up against one another. When reviewing these charts, it’s important to remember Our hope is that this will become just another tool that the a couple of items that may cause you to, rightly, question industry can utilize to make smart decisions and we will their contents. Aloompa is the first to admit that we continue our work towards adding more advanced metrics have embarked on a journey of answering questions in a along the way. defensible way, NOT making headline grabbing declarations. Starting with a defensible base, we are actively working to Presence is Aloompa’s proximity solution, which utilizes improve our methods and weighted score to further refine bluetooth beacons and geofences to allow festivals and the results. events to track how attendees interact and experience live · The data shows an artist share of the total attendee events. We spent a large portion of 2015 mastering the schedules created at the Top 50 festivals. It does not science that goes into a Presence deployment at over 30 measure the complete popularity of an artist overall in festivals and live events. In total, we deployed over 2,000 the universe, but it does measure their relative demand to beacons at festivals, 300 geofences, and collected over 20 other artists on that lineup. million proximity data points. By using proximity sensors deployed correctly, an event can begin to bridge the gap · Certain artists weight “could” be affected by outlying between what an attendees said they were going to do to factors. For example, Paul McCartney fans could be less what they actually did (and for how long). See the chart on likely to use an app compared to Imagine Dragon fans. the next page with the Top 5 Artists By Audience Retention Other factors could include: festival size, performance slot, at festivals of 2015. festival location, genre, etc. · Viewing by genre is the safe way to begin the exploration of the data today. We don’t want you to get caught up in

ALOOMPA FESTIVAL DEMAND REPORT 2015 3 2015 TOP 5 ARTISTS BY AUDIENCE RETENTION In 2015, we completed over 33 Presence deployments and began tracking the average amount of time attendees spent actively listening to artist sets. The following are the top 5 sets, ordered by percent of set length spent actively listening. More information coming soon!

We believe these types of metrics will be an integral part of of how the music industry will make decisions in the future. This data showcases actual behaviors of attendees at an event, which gives insight into behavior we have never seen before. Our hope is to aid the industry as a whole to better understand the relationship between the artist, the fan and the festival. We’re excited to continue down the path and share our findings with you along the way!

ALOOMPA FESTIVAL DEMAND REPORT 2015 4 Top 25 - Pop Top 25 - EDM

1. 1.

Mumford & Sons NAME 67.18 Calvin Harris NAME 65.43

NAME SCORE NAME SCORE

2. The Killers 64.53 2. Skrillex 57.85

3. Elton John 63.00 3. Hardwell 57.70

4. Imagine Dragons 61.25 4. Above & Beyond 57.50

5. Paul McCartney 60.09 5. Tiësto 56.89

6. Foster The People 57.51 6. Deadmau5 53.57

7. Hozier 56.43 7. Showtek 52.38

8. CHVRCHES 51.23 8. Armin Van Buuren 51.21

9. Passion Pit 50.89 9. Martin Garrix 49.70

10. Florence + The Machine 50.80 10. Jack Ü 47.63

11. Bastille 50.48 11. Knife Party 46.95

12. Pharrell Williams 49.44 12. Afrojack 45.99

13. Sam Smith 47.92 13. Avicii 45.99

14. No Doubt 47.67 14. Kaskade 45.54

15. Of Monsters and Men 47.18 15. Alesso 45.16

16. Walk The Moon 46.53 16. Flume 45.06

17. Lenny Kravitz 46.47 17. Bassnectar 44.48

18. Paramore 45.56 18. Benny Benassi 44.42

19. Billy Idol 43.94 19. David Guetta 44.03

20. Robert Plant And The Sensational Space Shifters 40.48 20. Bingo Players 43.16

21. Tove Lo 40.42 21. DVBBS 42.47

22. Twenty One Pilots 37.48 22. Break Science 42.17

23. The Tallest Man on Earth 36.45 23. ODESZA 41.73

24. Brandon Flowers 35.95 24. Lotus 39.94

25. Young the Giant 33.62 25. Dimitri Vegas & Like Mike 39.41

The Aloompa Festival Demand Report reflects the overall demand of an artist at festivals in 2015. The proprietary weighted score was created using a formula that takes into account the number of attendees that added an artist to their personal schedule, the number of total schedules created, and the total number of festivals played in 2015. To be included, artists have to have performed at two or more Aloompa events in 2015.

ALOOMPA FESTIVAL DEMAND REPORT 2015 5 Top 25 - Country Top 25 - Hip Hop

1. 1.

Miranda Lambert 75.75 Ms. Lauryn Hill 65.82

NAME SCORE NAME SCORE

2. Justin Moore 67.29 2. Kendrick Lamar 64.86

3. Luke Bryan 59.76 3. Macklemore & Ryan Lewis 58.60

4. Florida Georgia Line 58.63 4. Kid Cudi 55.19

5. Chris Young 58.08 5. Kelis 55.01

6. The Band Perry 57.72 6. Snoop Dogg 54.44

7. Eric Church 57.40 7. Fetty Wap 47.90

8. Brad Paisley 56.98 8. Drake 47.22

9. Keith Urban 55.44 9. The Weeknd 42.68

10. Dierks Bentley 54.33 10. The Roots 40.60

11. Dustin Lynch 53.26 11. A$AP Rocky 40.07

12. Rascal Flatts 53.11 12. Chiddy Bang 36.73

13. Kellie Pickler 52.63 13. Miguel 35.11

14. Thomas Rhett 52.15 14. Dirty Heads 34.18

15. Lady Antebellum 51.52 15. A$AP Ferg 33.55

16. Scotty McCreery 50.74 16. Childish Gambino 33.21

17. Sam Hunt 48.89 17. CYPRESS HILL 32.76

18. Old Crow Medicine Show 46.13 18. Matisyahu 32.43

19. Zac Brown Band 43.23 19. Chance The Rapper 32.34

20. Hunter Hayes 40.97 20. Schoolboy Q 31.94

21. Frankie Ballard 40.90 21. RL Grime 31.16

22. The Avett Brothers 39.85 22. Danny Brown 28.84

23. Gary Allan 39.76 23. G-Eazy 25.62

24. Maddie & Tae 39.09 24. Young Thug 18.93

25. Parmalee 34.05 25. Tyler, The Creator 18.30

The Aloompa Festival Demand Report reflects the overall demand of an artist at festivals in 2015. The proprietary weighted score was created using a formula that takes into account the number of attendees that added an artist to their personal schedule, the number of total schedules created, and the total number of festivals played in 2015. To be included,. artists have to have performed at two or more Aloompa events in 2015.

ALOOMPA FESTIVAL DEMAND REPORT 2015 6 Top 25 - Rock

Modest Mouse 68.96

NAME SCORE

2. Cage the Elephant 62.30

3. Kings of Leon 60.01

4. The Kooks 52.93

5. The Black Keys 50.41

6. The Smashing Pumpkins 47.48

7. Alt-J 45.86

8. Alabama Shakes 45.05

9. Portugal. The Man 43.55

10. Cold War Kids 42.99

11. Gregg Allman 42.74

12. Jack White 42.68

13. The Strokes 41.92

14. AWOLNATION 40.97

15. My Morning Jacket 40.91

16. Spoon 39.27

17. Beck 37.84

18. Ben Howard 37.41

19. 311 36.62

20. Kasabian 35.09

21. Metallica 33.90

22. Daughter 32.82

23. TV on the Radio 32.24

24. Interpol 30.38

25. Milky Chance 29.14

ALOOMPA FESTIVAL DEMAND REPORT 2015 7 Top 10 Overall Artists

The following charts reflect an aggregation of the previous genre charts. The safest way to begin exploring this data is by genre, because attendee behaviors may differ depending on festival type.

RANK NAME GENRE SCORE

1. Miranda Lambert Country 75.75

2. Modest Mouse Rock 68.96

3. Justin Moore Country 67.29

4. Mumford & Sons Pop 67.18

5. Calvin Harris EDM 65.24

6. Kendrick Lamar Hip Hop 64.86

7. The Killers Pop 64.53

8. Elton John Pop 63.00

9. Cage the Elephant Rock 62.30

10. Imagine Dragons Pop 59.84

ALOOMPA FESTIVAL DEMAND REPORT 2015 8 Top 100 Overall Artists

The following charts reflect an aggregation of the previous genre charts. The safest way to begin exploring this data is by genre, because attendee behaviors may differ depending on festival type.

NAME GENRE SCORE NAME GENRE SCORE

11. Paul McCartney Pop 60.09 56. Old Crow Medicine Show Country 46.13 12. Kings of Leon Rock 60.01 57. Afrojack EDM 45.99 13. Luke Bryan Country 59.76 58. Avicii EDM 45.99 14. Florida Georgia Line Country 58.63 59. Alt-J Rock 45.86 15. Chris Young Country 58.08 60. Paramore Pop 45.56 16. Skrillex EDM 57.85 61. Kaskade EDM 45.54 17. The Band Perry Country 57.72 62. Robert Plant & The Sensational Space Shifters Rock 40.48 18. Hardwell EDM 57.70 63. Alesso EDM 45.16 19. Foster The People Pop 57.51 64. Flume EDM 45.06 20. Above & Beyond EDM 57.50 65. Alabama Shakes Rock 45.05 21. Eric Church Country 57.40 66. Bassnectar EDM 44.48 22. Brad Paisley Country 56.98 67. Benny Benassi EDM 44.42 23. Tiësto EDM 56.89 68. David Guetta EDM 44.03 24. Hozier Pop 56.43 69. Billy Idol Pop 43.94 25. Keith Urban Country 55.44 70. Portugal. The Man Rock 43.55 26. Kid Cudi Hip Hop 55.19 71. Zac Brown Band Country 43.23 27. Snoop Dogg Hip Hop 54.44 72. Bingo Players EDM 43.16 28. Dierks Bentley Country 54.33 73. Cold War Kids Rock 42.99 29. Deadmau5 EDM 53.57 74. Gregg Allman Rock 42.74 30. Dustin Lynch Country 53.26 75. Jack White Rock 42.68 31. Rascal Flatts Country 53.11 76. The Weeknd Hip Hop 42.68 32. The Kooks Rock 52.93 77. DVBBS EDM 42.47 33. Kellie Pickler Country 52.63 78. Break Science EDM 42.17 34 Showtek EDM 52.38 79. The Strokes Rock 41.92 35. Thomas Rhett Country 52.15 80. ODESZA EDM 41.73 36 Lady Antebellum Country 51.52 81. AWOLNATION Rock 40.97 37 CHVRCHES Pop 51.23 82. Hunter Hayes Country 40.97 38. Armin Van Buuren EDM 51.21 83. My Morning Jacket Rock 40.91 39. Passion Pit Pop 50.89 84. Frankie Ballard Country 40.90 40. Florence + The Machine Pop 50.80 85. Tove Lo Pop 40.42 41. Scotty McCreery Country 50.74 86. Lotus EDM 39.94 42. Bastille Pop 50.48 87. The Avett Brothers Country 39.85 43. The Black Keys Rock 50.41 88. Gary Allan Country 39.76 44. Martin Garrix EDM 49.70 89. Dimitri Vegas & Like Mike EDM 39.41 45. Pharrell Williams Pop 49.44 90. Spoon Rock 39.27 46. Sam Hunt Country 48.89 91. Maddie & Tae Country 39.09 47. Sam Smith Pop 47.92 92. Steve Aoki EDM 38.52 48. No Doubt Pop 47.67 93. Dash Berlin EDM 38.12 49. Jack Ü EDM 47.63 94. Beck Rock 37.84 50. The Smashing Pumpkins Rock 47.48 95. Twenty One Pilots Pop 37.48 51. Drake Hip Hop 47.22 96. Ben Howard Rock 37.41 52. Of Monsters and Men Pop 47.18 97. Adventure Club EDM 37.39 53. Knife Party EDM 46.95 98. Zedd EDM 37.23 54. Walk The Moon Pop 46.53 99. Girl Talk EDM 36.84 55. Lenny Kravitz Pop 46.47 100. Bro Safari EDM 36.76

ALOOMPA FESTIVAL DEMAND REPORT 2015 9 Questions or feedback about this report?

Please contact: Brannon Desseyn [email protected]