As well as being a cultural experience, summer music festivals are also a significant platform for brands and companies to showcase themselves. Whilst the largest Czech events attract tens of thousands of visitors, they offer partners the opportunity to engage with the audience through experiences, culinary concepts, activations or long-term alignment with the values of a particular festival.
Following the start of the festival season at Rock for People, the programme continues this coming weekend with two distinctly different events. Prague will host the Metronome Prague festival, which is strengthening its international ambitions this year, whilst Moravia will host the traditional Valašský špalíček, which builds on a long-standing community of visitors and regional ties.
Valašský špalíček relies on regional partners
The Valašský špalíček festival, which has been held in Valašské Meziříčí since 1983, has long maintained its profile as an event focused on alternative music, original projects and links to the visual arts. This year, for example, it will feature a performance by the Irish singer and Oscar-winning artist Glen Hansard, as well as a thematic programme dedicated to Polish blues.
From the partners’ perspective, it is particularly interesting for its regional roots. The festival is supported by companies based in Moravia which also operate in international markets. Key sponsors include CS Cabot, Robe, Deza and Spedos. Funding is supplemented by public sources from the Zlín Region, the Ministry of Culture, the town of Valašské Meziříčí and the local cultural centre Kázatko.
Metronome expands its partner ecosystem
Metronome Prague, which has been running since 2016, has teamed up this year with the promoter Live Nation and moved to a larger venue at Prague Letňany Airport. The line-up, featuring stars such as Sting and Nick Cave, is intended to support the festival’s ambition to establish itself as one of Europe’s leading music events.
This is reflected in the structure of its partners. Among the main ones are the ČEZ Group, the car brand Cupra and the Ploom brand. The City of Prague has also provided financial support.
The festival also offers opportunities for media partners. These include Rádio Impuls, Prima, iDnes.cz, Extra.cz, the music television channel Óčko and Rádio Beat.
Gastronomy also plays a significant role in this year’s Metronome festival. A new catering concept is being spearheaded by Fresh Festival, which the organisers are promoting under the slogan ‘Music that tastes good’.
Food and gastronomy brands are also getting involved in the programme. Heinz has set up the Heinz Grill Academy zone, whilst the Asian concept Wok & Spices will offer cuisine from various parts of Asia, including establishments linked to Prague’s Sapa market. The line-up will also feature festival branches of the Yamaya and Dian restaurants.
Alongside its gastronomic activities, the festival is also developing its digital presence. Visitors can use the Metronome Friends! app, which enhances the programme with competitions and other interactive features.
Source: mediaguru.cz