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.