Not Just the Headliners: Why PR Is the Real Star of Festival Season

When you think about music festivals, what comes to mind? The massive crowds, the headliners, the colorful outfits, and those sunsets over the giant stages. But what most people don’t see behind the glamour is the carefully crafted public relations strategy that holds everything together. When that strategy fails, the consequences can be just as unforgettable.

Setting the Stage: Building Hype That Lasts

The buzz around a festival starts long before the gates open. Announcing a lineup isn’t just about dropping names — it’s about creating a moment that fans feel they’re part of. From sneak peeks on social media to surprise collaborations with brands and artists, a good PR team knows how to build anticipation that goes beyond the event itself. A successful campaign makes people feel like they can’t miss it, which keeps fans coming back year after year. Authenticity is key; when expectations aren’t met, trust can vanish in an instant.

The Power of Branding: Turning Moments into Movements

Branding is everything in today’s crowded festival scene. It's not just about who’s performing; it's about how the festival makes fans feel before they even set foot on the grounds. Coachella, for example, got it right this year with their branding around Charli XCX’s album BRAT. The festival capitalized on Charli’s influence and her album’s culture by releasing fun social media videos of the festival grounds overtaken by BRAT green. These short clips built an entire narrative, engaging fans and aligning the festival’s branding with what attendees were anticipating to see, while also bringing us back to BRAT summer of 2024.

Effective branding like this helps festivals stay fresh and relevant. It's not just about selling tickets — it's about selling an experience that people want to be part of. When your branding taps into the cultural pulse, it becomes more than just an event; it becomes a movement that everyone wants to be a part of.

When Crisis Hits: Lessons from Coachella 2025

As much as a PR team builds excitement, it also has to handle the inevitable hiccups. And Coachella 2025 is a prime example of how crises can unravel a festival’s reputation, even one that has been going on as long as Coachella.

Coachella has faced drama before. In 2023, Frank Ocean’s performance was cut short, and his canceled second-weekend set left fans frustrated. The lack of clear communication from organizers fueled rumors and anger online. Fast-forward to 2025, and the issues didn’t end there.

This year, car camping — a staple for many festival-goers — turned into another PR headache.

Traffic backed up for hours, leaving thousands stranded in the desert heat. Complaints flooded social media, and the hashtag #CoachellaFail quickly went viral.

In festival PR, speed and transparency are survival skills. When Coachella’s organizers failed to communicate promptly about the delays and chaos, fans created their own narrative, fueling frustration and eroding trust. If Coachella had acted faster, communicated clearly, and acknowledged mistakes, it could have softened the blow and shown fans they cared about their experience, even when things went off track.

Designing the Full Experience

PR isn’t just about making the big moments shine; it’s about ensuring the entire experience is smooth. From the moment tickets go on sale to the final encore, everything matters. Think about it: if guests are stuck in long security lines with no water, that’s what they’ll remember, not the performances. Successful PR teams focus on the “in-between” moments — the little things that don’t make headlines but leave lasting impressions.

Conclusion: Reputation Is a Long Game

Festivals don’t just sell tickets — they sell trust. Fans come back year after year not just because of who’s performing, but because they trust the experience will be worth it. PR plays a massive role in building that trust. It’s about consistency, transparency, and delivering on promises — even when things don’t go perfectly.

Coachella’s struggles this year serve as a reminder that no amount of star power can cover up broken trust. If festivals prioritize open communication and consider their audience’s experience as a whole, even the toughest crises can become opportunities to reinforce why fans should keep coming back.

So, whether you're heading to your first festival or you’re a seasoned fan, remember that it’s not just the music that makes a festival legendary — it’s the story you’ll tell after it’s over. And that story begins with PR.

About Tamar Sebesta

Tamar Sebesta is a Journalism and Public Relations student at California State University, Northridge. She is passionate about entertainment PR and has contributed to campaigns in the live events, music and film/TV industries. Tamar aspires to combine her love for creative storytelling in entertainment, where she can develop innovative visions and strategies. When she’s not hustling, you can find her in the crowd at live shows, taking on adventurous side quests, and drawing inspiration from creative directors across various fields.