Keeping the Sunset Alive-The Comeback of Music Festivals in 2021

Hannah Medina
4 min readApr 4, 2021
Photo from CLTampa

Pre-Covid-19, the occurrence of music festivals around the world was ever-growing. Each state had its go-to theme and household name. With the events that consumed all of 2020, these events were brought to a massive halt. As 2021 emerged, so did the anticipation of the comeback of these types of festivals. With no surprise, Florida’s state was one of the first places to answer this call.

The Sunset Music Festival is a go-to EDM party set in Tampa, Florida. This year it is set to premiere back on Memorial Day weekend, a well-established beach weekend for most Floridians. In the past, the festival has brought over 50,000 fans in the span of this two-day event. This year tickets seem to be flying off the shelves to speak as the preparation for a significant comeback in the festival arena is in play. As the organizers for this event met with the Tampa city and public health officials to plan out this year’s event, they came away with no changes in the plan, even in light of the COVID-19 pandemic making its appearances.

As this event continues to ramp up, this brand and organization may choose to take many different strategies and paths as they lead up to the actual event. According to Sprout Social, Ben Barnhart, there is a plan to follow for most brands on developing a product launch. Although this is an event we are talking about, the principles may also be applied towards the overall arch of these listed steps.

1. Map out your content calendar and pick your launch goals

2. Focus on creating a buzz with anticipatory content

3. Couple your launch-related posts with a hashtag

4. Get your customers and community talking

5. Keep a close eye on your mentions and customer questions

6. Set up tracking and analytics to assess your ROI from social media

Another writer for Hootsuite highlighted some of these same steps in considering how to hype a new product on social media. These steps align with many of the action steps that appear to be in the marketing teams’ strategy for the Sunset Music Festival.

Suppose a brand, even Sunset Music Festival, followed these steps’ outline before, during, and…