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For years, brands showed up at festivals the same way they showed up everywhere else: loudly, visibly, with logos front and centre. Presence was the goal. Reach was the metric. Volume was the strategy. That approach no longer works. Today’s festival-goer doesn’t experience a music festival as a media channel, they experience it as a cultural space. And cultural spaces have rules. You don’t interrupt. You don’t dominate. And you don’t arrive without adding something meaningful