stand out, be different, find your niche

Anyone remember Sweetwaters?

Back in the day, it used to pretty much be the only music festival in the country. These days, outdoor summer music festivals are cropping up everywhere: from the highly lauded low-key, lo-fi Camp A Low Hum in the hills behind Wainuiomata to the increasingly mainstream sounds coming from Gisborne’s popular Rhythm and Vines and a myriad of other events of all musical flavours. Choosing your dates and saving your dollars for your favourite events must be no small decision for festival fans.

And it’s the same in the UK where the behemoth that is Glastonbury is now rivaled by a summer calendar packed full of outdoor events. Attracting the punters in such a crowded market place means concert promoters must be as adept at marketing as they are at finding the right sounds.

Which is way I like the concept of this festival – Indietracks: a mix of indie bands and steam trains, and quite possibly the mostly the most eccentric festival theme ever. I wouldn’t want to go to it but as an example of a niche product and a fund raising event (for steam train restoration) finding and connecting with an audience, I like it.