Festivals

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. 

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TRUSTED BY THE WORLD'S LEADING FESTIVALS
Sonus Festival Logo
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Sonus Festival Logo
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Industry leaders in festival marketing

Music festivals
Food and drink festivals
Comedy festivals
Family festivals
Destination festivals
Film festivals
Arts & culture festivals
Camping festivals

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.

Truck Festival 4
In a moment of transition and growth for the festival, working with Mustard provided invaluable insights. The results we’ve seen this year have been exceptional and we’re looking to build on this for the coming years.
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Sam Harris

Head of Marketing, Truck Festival
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Working with Mustard since launching our 2025 tickets has been a dream. We’re +125% YTD and have already sold over 75% of tickets before Christmas, which is a phenomenal start towards a sell-out year.
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Simon Maltas

Director, 2000trees Festival
Working with Mustard has been transformative. They’re always quick to adapt to trends and results, giving us regular updates and suggestions to make sure we’re spending effectively. Their dramatic increase in our TikTok results won us an award!
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Millie Morris

Marketing Manager, Reading & Leeds
The team are brilliant to work with, the strategy had a real impact. We had a hugely successful pre-sale campaign which led to the largest day of sales in Kendal Calling history and a remarkably fast sell-out during a very tough year for our sector.
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Sam Feeley

Head of Marketing, Kendal Calling
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Bestival
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FAQS

Got a question? We'd love to chat.

Do you work with festivals targeting an international audience?

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. 

Do you only work with music festivals?

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. 

Do you work alongside our internal team or replace it?

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.

Is my festival too small to work with?

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.

When is the best time to engage with you for my festival campaign?

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.  

Our core services

Growth Partnerships

Explore 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. 

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Performance & Intelligence

Explore 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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Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

Built to Fill

The forefront of
experience growth

news & press

The news and views that cut the mustard

Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy.

Sign-up to reserve your space for our upcoming webinars and read the latest news & insights across the experience economy.