A CDN study analyzed reports to show the festival’s exposure to entertainment, behavior and ESG topics
A study carried out by CDN revealed that this year’s edition of Lollapalooza generated R$ 291 million in spontaneous exposure in the press. This value was measured by the IQEM-V (Quality and Media Exposure Index), the agency’s proprietary indicator that values and qualifies exposure in the press and social networks.
The survey showed coverage in the country’s main press vehicles went beyond the musical universe, generating agendas, subjects, debates and comments for the public and influencers also on fashion, behavior and working conditions.
For this survey, 1020 publications in Brazilian press vehicles (printed and online) between the 1st and 27th of March were analyzed. The articles were classified in 16 parameters and more than 30 criteria and with an exclusive customization for the analysis of the 10th edition of the festival.
According to IQEM, the entertainment theme (line-up and program about concerts) was responsible for 70% of the festival’s exposure.
The participation of fashion and style guidelines, categorized as behavior, stands out, with 4.5% of the total participation of the editorial space. The looks chosen for the festival won pages, featured by men and photo galleries in the analyzed vehicles.
The presence of influencers in the articles about the event reached 8.7% of the exposure. The Top 3 news influencers during #LollaBR were Bruna Marquezine, Anitta and Sabrina Sato.
ESG
The CDN also analyzed the articles from an ESG point of view and in this criterion the exposure was negative for the festival, mainly due to the news about bad working conditions for workers who participated in the organization of the event.
In an inspection carried out at the event’s location, the Ministry of Labor found five employees of Yellow Stripe, a company hired by the organization of the festival, who were said to be in conditions analogous to slavery.
Responsible for the festival, Time4Fun had to issue a release to the press and the public, as did the sponsors.
Even with the methodology that evaluates the balance of visibility, weighing positive and negative news, the exposure of the festival and its sponsors, under the ESG aspect, was negative by BRL 2 million, according to the CDN survey.
End of partnership
Last Thursday (30), Lollapalooza Brasil and Time For Fun announced the end of their partnership. According to the press release, Live Nation, the controlling shareholder of Rock World (organizer of Rock in Rio) and C3 Presents, in a global business strategy decision, opted to centralize the operation of all its festivals in Brazil with the Rock World.
T4F’s partnership with Lollapalooza Brasil has revolutionized the festival market in our country. We are very proud of the path we have taken together and for having transformed LollaBR into a brand loved by Brazilians. It was a pleasure to lead this brand and contribute to its growth, said Fernando Alterio, founder and CEO of Time For Fun, last week.
