The Flows Festival, nestled amidst the scenic beauty of pine trees and the Adriatic Sea, is more than a celebration of music; it’s a fusion of melodic beats, personal growth, and deep connections. Flows Festival stands out with its emphasis on community and personal development. It’s a testament to the power of music and shared experiences, especially after the isolation of the COVID period. The festival focuses on a unique blend of progressive house and techno alongside activities like yoga and ecstatic dance, ensuring a rejuvenating experience for its attendees.
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In this exclusive interview, Jernej Pavlič (stage name Jerpa, whose music is linked below) and Manuel W., the head bookers and talent buyers at Flows Festival, shed light on the key components of a successful online presence for artists, the impact of music streaming services, and the role of fan engagement in getting noticed by festival organizers. They also discuss the importance of a musician’s online brand and image in resonating with the festival’s demographics, offering practical advice for artists using social media to reach festival organizers and balance self-promotion with authentic engagement.
Learn More About The Festival At flowsfestival.com.
What are the key components of a successful online presence for artists looking to get booked at festivals?
As a small, intimate festival in the middle of Croatia, we work closely with the underground DJs and producers, so it’s essential for us to introduce artists to our community. They have to match our music policy, but besides that, we’re only looking for the components that help us introduce someone to a new audience.
We mainly give attention to 2 things: videos of their live performances that we can use for ads and promotion and their sets online. This is what our community checks before they decide if they want to listen to someone or not.
What role do music streaming services play in building an artist’s online presence that catches the attention of festival bookers?
I think they play a big role in catching the attention of festival bookers in general, but not so much in our case as we’re a tiny festival. People search for artists where they’re listening to music – which mostly means platforms like Spotify, YouTube music or SoundCloud.
For people who are conscious about the music they want to listen to – that is the best way of introducing somebody new.
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How do online interactions and fan endorsements impact an artist’s booking chances?
I think any engagement helps you make more informative decisions about whether your community will like the artist you’re introducing or not. However, this becomes increasingly more important with the size of your following.
What role does a musician’s online brand and image play in appealing to festival demographics?
As a festival organizer, I’d say a musician’s online brand and image are crucial for connecting with our festival demographics. It’s all about the vibe! Their online presence is like a digital stage, showcasing their style, performance level, and sound. This attracts fans who resonate with the vibe and are the people we want at our festivals. It combines music and identity, creating a unique experience that brings everyone together. Announcing an unknown artist with high-quality videos or great online sets is much easier.
For instance, for our 2024 edition of Flows at Ugljan we ask DJs to send us press material in advance – even before we book them. It’s easier to get a complete picture of an artist like this.
So, yeah, it’s super important!
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What are the dos and don’ts for musicians using social media to reach out to festival organizers?
I think showcasing your authenticity and vibe and highlighting your live performances is essential. This helps build one of the key ingredients when selling tickets: FOMO.
As for dont’s – don’t reach out to festivals or organizers that don’t go with your music or vibe. Keep it authentic and professional!
How can musicians balance self-promotion with authentic engagement on their social media when aiming for festival bookings?
This is a tough one – but I think you must keep showcasing your music or performances, and genuine interactions will follow. Share your journey, respond to fans, and engage in conversations reflecting your identity.
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Will Vance is a professional music producer who has been involved in the industry for the better part of a decade and has been the managing editor at Magnetic Magazine since mid-2022. In that time period, he has published thousands of articles on music production, industry think pieces and educational articles about the music industry. Over the last decade as a professional music producer, Will Vance has also ran multiple successful and highly respected record labels in the industry, including Where The Heart Is Records as well as having launched a new label with a focus on community through Magnetic Magazine. When not running these labels or producing his own music, Vance is likely writing for other top industry sites like Waves or the Hyperbits Masterclass or working on his upcoming book on mindfulness in music production. On the rare chance he's not thinking about music production, he's probably running a game of Dungeons and Dragons with his friends which he has been the dungeon master for for many years.
