Marketing & Audiences

Marketing & Audiences

This week, we focus in on two vital pillars of any successful event: marketing & audiences. We discuss how to package your festival’s unique selling points, find your people, and turn one-off ticket sales into a dedicated community. Harri Rose from Found Festival joins us to share how leaning into being a micro festival can help you cut through a crowded market on a budget. Plus, freelance marketing and audience research consultant Ellie White breaks down data-driven strategies and the often untapped potential of User Generated Content (UGC). Whether launching a new show, or resetting an established brand, this episode is packed with tools to professionalise your festival’s future. Harri Rose - Communications Professional specialising in story-led content and brand identity that builds community. With over a decade of public engagement experience in the third sector, and running her own CIC, she served as Communications Manager for the Association of Independent Festivals before becoming Marketing Manager at Found Festival. Ellie White - Freelance Marketer & Audience Researcher. After five years marketing We Out Here Festival, Ellie now drives strategy for independent events like Love Trails Festival. As the founder of Tune In Research, she helps organisers use audience insights to build stronger communities. Find out more about Found Festival here - www.foundfestival.uk [http://www.foundfestival.uk] Find out more about the Association of Independent Festivals here - www.aiforg.com [http://www.aiforg.com] Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group. Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop [www.bex-pop.com]), produced by Sophie Evans MUSIC (1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

Sustainability & Accessibility

In this episode, we explore how sustainability and accessibility drive festival growth, helping organisers innovate and build new audiences. Shambala Festival and Vision for Sustainable Events Co-Founder Chris Johnson shares how the industry is moving towards sustainable practices, detailing Shambala's meat-free policy and transition to an employee ownership trust. Noteworthy Access consultant Yiska Ansel then provides expert advice on all aspects of event accessibility - from digital communication and extreme-weather planning to building a loyal, inclusive community. Chris Johnson - Co-Founder of Shambala Festival [https://www.shambalafestival.org/], Co-Founder & Chair of Vision For Sustainable Events [https://visionsustainableevents.org/] Yiska Ansel - Founder & Director of Noteworthy Access [https://www.noteworthyaccess.co.uk/] Vision 30 Actions Checklist - visionsustainableevents.org/30-climate-actions-for-live-events [http://visionsustainableevents.org/30-climate-actions-for-live-events] Julie's Bicycle [https://juliesbicycle.org/] - an international non-profit uniting culture, creativity and climate action to drive change. A Greener Future (AGF) [https://www.agreenerfuture.com/] - An industry leader, improving the sustainability of events, venues, festivals, sports and all live sector contributors. Attitude is Everything (AIE) [https://attitudeiseverything.org.uk/]- Breaking down barriers for audiences, artists and professionals. Improving access together. Ticket Tailor / Earth Invest [https://www.tickettailor.com/our-impact]- A B Corp ticketing company that have made giving back to the planet part of their DNA/ AIF StepChange [https://www.aiforg.com/blog-database/aif-launches-sustainability-step-change-fund-with-40000-backing-from-ticket-tailors-earth-invest] - An initiative funded by Ticket Tailor / Earth Invest to support and inspire sustainable practices across AIF member festivals. The Purple Pound - The collective spending power of disabled individuals and their families. In the UK, this represents 20% of the population (one in five people) who often travel and buy tickets in groups. Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group. Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at info@aiforg.com [info@aiforg.com], or message Sophie directly. Find out more about the Association of Independent Festivals here - www.aiforg.com [http://www.aiforg.com] Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop [bex-pop.com]), produced by Sophie Evans MUSIC (1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

Money, Money, Money?

In this episode, we dive into the financial heartbeat of event planning, covering budgeting, ticketing, and ancillary revenue. Shane Daunt, the organiser of Reading's Are You Listening and Down at the Abbey festivals, shares his journey of building sustainable local events, highlighting the realities of ticketing partnerships and bar operations. To complete the picture, finance expert Chris Carter offers crucial advice on tracking real-time costs and managing your financial risks. Shane Daunt - Co-Founder and Managing Director of Are You Listening and Down At The Abbey festivals. downattheabbey.co.uk [https://downattheabbey.co.uk/] / areyoulistening.org.uk [https://www.areyoulistening.org.uk/] Chris Carter - Founder and CEO of Eventwise. An all-in-one financial management platform designed for festivals. eventwise.com [https://www.eventwise.com/] Arts Council England (ACE) - Supporting Grassroots Music Fund: artscouncil.org.uk/supporting-arts-museums-and-libraries/supporting-grassroots-music [http://artscouncil.org.uk/supporting-arts-museums-and-libraries/supporting-grassroots-music] Gigantic Tickets - gigantic.com [http://gigantic.com] Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group. Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at info@aiforg.com [info@aiforg.com], or message Sophie directly. Find out more about the Association of Independent Festivals here - www.aiforg.com [http://www.aiforg.com] Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop [https://bex-pop.com/]), produced by Sophie Evans. MUSIC (1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

FIRST Q&A

Welcome to our very first Q&A episode! Host John Rostron and Sophie Evans from the Association of Independent Festivals (AIF) team up to answer your questions. In this session, we unpack actionable strategies for nurturing your festival community from day one, break down the complexities of supplier deals, and explain how service level agreements protect your event from hidden costs. We also dive into the mechanics of ticket papering and spend some time on PRS tariffs for festivals. Let's get into it! GUEST: ROB WILKINSON (Ethical Staffing & My Cause UK) Rob is the director and founder of Ethical Staffing and My Cause UK, specialising in fair and legally sound team management for the events industry. With over a decade of experience, Rob has deployed thousands of volunteers across major UK festivals, helping organisers professionalise their future through expert staffing strategies. AIF Recommended Suppliers - aiforg.com/supplier [http://aiforg.com/supplier] The Purple Guide - thepurpleguide.co.uk [http://thepurpleguide.co.uk] PRS Tariffs - pplprs.co.uk/business/other [http://pplprs.co.uk/business/other] Set The Record Straight, Music Venue Trust (MVT) Campaign: musicvenuetrust.com/2026/04/music-venue-trust-launches-set-the-record-straight-campaign-over-prs-licensing-fees-for-grassroots-venues [http://musicvenuetrust.com/2026/04/music-venue-trust-launches-set-the-record-straight-campaign-over-prs-licensing-fees-for-grassroots-venues] Podcast Recommendations When Sh*t Goes Wrong at Events: https://open.spotify.com/show/3VsV1pDp2ayrAxqMYQ80Y6?si=25455d6fa88f4d97 [https://open.spotify.com/show/3VsV1pDp2ayrAxqMYQ80Y6?si=25455d6fa88f4d97] Two Promoters, One Pod: https://pca.st/8nb8rc46 [https://pca.st/8nb8rc46] The Price of Music: https://pca.st/djk3c3dt [https://pca.st/djk3c3dt] Sounds Like A Plan: https://pca.st/atuzqf6r [https://pca.st/atuzqf6r] No Tags: https://pca.st/has8yngs [https://pca.st/has8yngs] Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group. Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at info@aiforg.com [info@aiforg.com], or message Sophie directly. Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop [https://bex-pop.com/]), produced by Sophie Evans (1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

The Power of Production & Paperwork

This week, we focus in on the logistical heartbeat of event planning, exploring how robust production management - and all the associated paperwork - ensures a festival's survival beyond that initial spark of inspiration. We discuss how critical smooth site operations are and you can enjoy a high-stakes account of a last-minute premises licence application! Plus, we discuss tabletops, SAGs and comprehensive Event Management Plans - how can you feel more confident about creating a safe environment for everyone at your festival. This is one very important part of the puzzle when it comes to the long-term success of your festival. So let's get into it! Millie Devereux: Director of Festivals & Places (a new title since the time of record!) at award-winning agency We Are The Fair. Millie specialises in delivering comprehensive production planning and strategy for major events. Sam Morgan: Sam is a Partner at PullUp Recordings and a Founder of GemFest; bringing a background in project management to the commercial and operational growth of the festival. EMP (Event Management Plan): A core document detailing every operational aspect of a festival. Used to show relevant authorities that the event is safe and well-managed, and to clearly communicate and set consistent procedures for relevant staff. ESAG / SAG (Event Safety Advisory Group): A committee of local authority and emergency service representatives who review festival plans to ensure public safety and will ask you questions to stress test your planning. Remember, they are an 'Advisory' group! Tabletop Session: A rehearsal exercise where the event team and stakeholders talk through hypothetical emergency scenarios to test their communication and response protocols. EHO (Environmental Health Officer): Local council officers who monitor factors like noise levels and food safety to ensure the festival complies with regulations. TLT: A specialist law firm noted in this episode for their expertise in handling complex festival licensing applications - www.tlt.com [http://www.tlt.com] Find out more about the Association of Independent Festivals here - www.aiforg.com [http://www.aiforg.com] Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group. Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at info@aiforg.com [info@aiforg.com], or message Sophie directly. Don't miss an episode. Subscribe or Follow for the very latest chat Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop [https://bex-pop.com/]), produced by Sophie Evans (1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership