Whether you're launching a new festival or growing an established festival brand, our team provides the expertise needed to make ticket sales & growth predictable.
mustard was born from festival marketing, selling out our own festivals and 80,000 capacity events. For the past 13 years we've worked with the world's leading festival brands in the UK, Europe, North America and Australia. We help launch new festivals into the market, scale festivals into new markets, bring in new international audiences through festival tourism and help legacy festivals continue to find new audiences year on year.
Sam Harris
Simon Maltas
Millie Morris
Sam Feeley
Yes, we work with many destination festivals targeting audiences from multiple different countries. We have experience in driving uplifts in ticket sales for both domestic audiences within countries across Europe, North America and Australia, as well as attracting new audiences from countries outside of the host festival's location.
We work across all music genres — from country and rock to techno and house, as well as food and drink, comedy, family, sports and cultural festivals.
Alongside. We're an extension of your resource, not a replacement for it, and we work alongside your team as growth & performance specialists. The goal is to make your team stronger and more commercially confident.
We work with first-year events, single-day festivals and independents alongside the biggest names in the festival calendar. We're happy to discuss your budgets, capacity and goals and we can advise from there, get in touch.
We work with festivals throughout the whole campaign, from line-up launch through to your event and post-event on-sale. Your launches and early on-sales are the biggest indicidator of a campaign's success, so we prefer to begin working at least 2-4 weeks out from those dates. We can also come in mid-campaign to get sales on track and set the foundations for your next campaign, however we will always be honest about whether there is sufficient time before your event takes place.
Growth Partnerships
We build structured, year-round growth strategies for experience brands. Our Growth Partnerships operate at the intersection of brand, audience and commercial discipline. We strategise milestone campaigns whilst also building the systems and infrastructure you need to drive predictable booking revenue. Work with a specialist senior strategy team to hold your brand goals, ticket sales and bookings targets accountable.
Performance & Intelligence
Our Performance Suite combines hands on paid media execution with peformance creative & intelligence across paid channels and email as one connected system for experience brands. Our performance is built on our Experience Economics approach, born from our own operator-led experience and commercial discipline. Every channel is briefed from the same booker intelligence and booker journey mapping.
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