Have you ever realized how weird some music festival names are? Like, who thinks of these?
Up next in the “Social Media Review” series: Lollapalooza in Grant Park, Chicago!
It’s hard for me to describe the vibe that I get after looking at Lolla’s color scheme and general website theme. Almost like urban psychedelic? The cartoonish themes remind me of Foster the People’s Supermodel mural, but the colors add a sort of urban twist to it. I’m sure I made no sense at all and sound just as high as most of the festival’s attendees. As I quickly scroll through Lolla’s social media accounts, I see a healthy mix of videos, photos, and fan engagement. Briefly skimming over the content, I do not see many social equity posts, which help establish brand personality traits. However, Lolla’s selective choice of responding to fans somewhat serve as a quick-fix to this since its responses to fans help build its brand.
- Great use of other forms of media- articles, photos, videos. By posting things other than photos at the actual festival, it keeps the content fresh and exciting.
- Lolla, like Bonnaroo and Coachella, promotes artists featured in the lineup by sharing articles and/or videos featuring the artist.
- The articles the music festival posts and shares do not just relate to the artist, but the entire music industry/community. For example, Lolla posted an article about how science may have discovered why humans make music. Personally, just by following and “liking” Lollapalooza on social media accounts, I have learned so much about music and the industry.
- The Lolla “voice” that I picked up on after reading through some posts was one of sass. Because Lolla promotes it featured artists so much, it can often go through periods of not posting anything else besides that.
- Lolla definitely needs to work on extending its brand personality. Right now, when Lolla posts, I can’t actually attribute a personality trait to the brand.
- More photos and video clips of actually being at the music festival — help me pretend I was there by posting about the experience of it all.
Lollapalooza’s social medias definitely show promising growth, but there was nothing that really *WOW’ed* me. After reviewing 3 other music festival social media accounts, it’s easy to see now how difficult it is to differentiate a music festival from the others. It’s amazing that Lolla posts articles not only relevant to a specific artist, but to any music-lover. However, Lolla definitely has to work on curating more content that helps build the brand.
Overall score: 7 — Once Lolla builds its brand and social media “voice,” its score will definitely increase.