Research

Good Vibes past year’s design

2017
• ​12/8 - 13/8 (4pm - 1am)
• ​The ranch @ Gohtong Jaya
• ​Phoenix, G-eazy, Kodaline, The kooks etc
• ​activities : sign up for UOB YOLO CARD to win passes
: UOB YOLO CARD users able to receive promocode sms
: wave UOB CARD at 5 diff merchants to win pacasses
: U-MOBILE users download promo code from umobile app for special rate
: become their ticket ambassador to earn free tickets + special bonuses
: UNI TOUR : sunway uni, taylor uni,
: pre-party

Early bird 2 Squad goals Phase 1 Phase 2 Phase 3 Single day

day pass (2 day pass) 2 day pass 2 day pass 2 day pass pass

300 1600 @5 325 350 400 250

2 night Sat night Sun night

hotel + hotel + hotel +
festival festival festival

900 800 720

2018
• ​21/7 - 22/7 (3:30pm - 1am)
• ​The ranch @ Gohtong Jaya
• ​ALT-J, Lorde, Odesza, the neighbourhood, Nick Murray
• ​activities : collaboration with TOYOTA
: RIUH art fest
: special activities for promo codes
: special private transfer rm120
: goodies bag redemption
: UNI TOUR : sunway uni, taylor uni,

Early bird 2 Squad goals Phase 1 Phase 2 Phase 3 Single day

day pass (2 day pass) 2 day pass 2 day pass 2 day pass pass

330 1750 @5 360 380 400 250

2 night VIP
hotel + 2 day pass
festival
(2pax)

1100 550
2019
• ​20/7 - 21/7 (3:30pm - 1am)
• ​The ranch @ Gohtong Jaya
• ​6LACK, Anna Lunoe, Cashmere cat
• ​activities : collaboration with various brands
: special activities for promo codes
: special private transfer rm120
: goodies bag redemption
: UNI TOUR : sunway uni, taylor uni,

Early bird 2 Squad goals Phase 1 Phase 2 Phase 3 Single day

day pass (2 day pass) 2 day pass 2 day pass 2 day pass pass

360 1900 @5 390 420 450 250

2 night VIP
hotel + 2 day pass
festival
(2pax)

1500 600
2020 (cancelled)
• ​14/8 , 15/8, 16/8 (3:30pm - 1am)
• ​The ranch @ Gohtong Jaya
• ​activities : selling good vibes masks
WHY THEY RUN A MUSIC FESTIVAL
approximately 74 percent of music streamers lean toward brands that engage them through music
giveaways, sweepstakes, and sponsorships.

a) Encourage social network interactivity

VH1 provided a 10’ by 17’ screen that displayed fans’ Tweets and Instagram Pictures as long as
they tweeted at VH1 with the hashtag, #BestLollaEver. By doing so, VH1 was able to spread
awareness about its brand not only at Lollapalooza, but also through entire social networks

b) Create an experience
Music festivals are more than a destination for live music; they are a place for festival goers to
make memories. By integrating your brand into the experience, you can also integrate your brand
into festival goers' minds. Millennials in particular, are likely to support brands that stay up to date
and participate in popular trends such as music festivals. Positioning your brand ​in new and
engaging ways will be sure to attract Gen Yers​ and can potentially earn you a few thousand more
paying customers. ​(Millennial Marketing, n.d.)

TARGET AUDIENCE
Demographic (The Odyssey Online, 2016)
- Millenialls and Gen Y (potential)
- Female and Male
- Urban Area

Psychographic
- You have a reason to get a group of your friends together for a crazy weekend ​(like to hangout
with friends)
- Music festivals are the perfect place to meet new people ​(like to social)
- crazy stage ideas that will blow your mind. From huge owls, to cathedrals, to waterfalls on stage
and fireworks ​(like the vibes and atmosphere, experience)
- connection comes through the music and its what keeps everyone coming back again and again
(people who loves music)​(The Odyssey Online, 2016)
- Music festivals allow attendees to escape from the day-to-day grind. Surrounding yourself with
new people and enjoying the revelry is entertaining, and relaxing ​(need short escaped from
day-to-day grind) ​(PositivePsychology.com, 2019)

References
Millennial Marketing. (n.d.). ​Marketing at Music Festivals: Playing to the Millennial Crowd.​ [online]
Available at:
http://www.millennialmarketing.com/2014/01/marketing-at-music-festivals-playing-to-the-millennial-cro
wd/​. [Accessed 16 September 2020].
The Odyssey Online. (2016). ​10 Reasons Why You Should Attend A Music Festival​. [online] Available at:
https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival​. [Accessed 16
September 2020].

The Odyssey Online. (2016). ​10 Reasons Why You Should Attend A Music Festival​. [online] Available at:
https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival​. [Accessed 16
September 2020].

​PositivePsychology.com. (2019). ​The Benefits of Full Engagement at Music Festivals​. [online] Available
at: ​https://positivepsychology.com/power-of-engagement-at-music-festivals/​. [Accessed 16 September
2020].

​
FOR SLIDE
SWOT
Strength
1. The advantages of the site, Genting Highlands
taking place high up above where the air’s much cooler, surrounded by rolling greenery
(Tan,2019)

2. International artist
found that Malaysians loved watching international acts, and more of these international acts
provide more value for the ticket because we noticed that for other festivals in the region, pull
international crowd to join the party (​Thiagarajan, 2019)

Weakness
1. Engagement on social media audience
Most of the posts are about ticket selling, lack of artist pre-heat, need to read the list of artists
only know who will perform at the music festival (www.facebook.com, n.d.)

Opportunity
1. Collaboration with brands (U-mobile, Toyota, Grab, H&M)
collaboration with grab on transportation​ (​Grab MY, n.d.)

2. The market of music festival in Malaysia is growing

(data images) (Statista, n.d.)

Threats
1. Live stream music festival on Youtube
threaten audience into spending money on paid music event (Eventbrite US Blog, 2016)

References
Tan, A. (2019). ​Good Vibes Festival: Malaysian Music Festival Returns to Genting in July​. [online]
Uncover Asia. Available at: ​https://uncoverasia.com/good-vibes-festival-2019/​ [Accessed 16 Sept. 2020].

Thiagarajan, T. (2019). ​We Spoke With The Organisers Of Good Vibes Festival & Here’s What You Can
Expect This Year!​ [online] WORLD OF BUZZ. Available at:
https://worldofbuzz.com/we-spoke-with-the-organisers-of-good-vibes-festival-heres-what-you-can-expect
-this-year/​ [Accessed 16 Sept. 2020].

www.facebook.com. (n.d.). ​Good Vibes Festival.​ [online] Available at:

https://www.facebook.com/GoodVibesFest/posts/grab-is-the-official-ride-for-gvf2017-grab-rm20-off-x-2
-rides-tofrom-good-vibes-/760530424129997/​ [Accessed 16 Sept. 2020].

Grab MY. (n.d.). ​Grab x Good Vibes Festival 2017.​ [online] Available at:
https://www.grab.com/my/grab-x-good-vibes-festival-2017/​ [Accessed 16 Sept. 2020].
Statista. (n.d.). ​Music Events - Malaysia | Statista Market Forecast.​ [online] Available at:
https://www.statista.com/outlook/273/122/music-events/malaysia​ [Accessed 16 Sept. 2020].

Eventbrite US Blog. (2016). ​5 Myths About Livestreaming an Event — Busted.​ [online] Available at:
https://www.eventbrite.com/blog/livestreaming-an-event-myths-busted-ds00/​ [Accessed 16 Sept. 2020].

​
4C
Consumer
1. escape from the day-to-day grind
Surrounding yourself with new people and enjoying the revelry is entertaining, and relaxing
(Madhuleena Roy Chowdhury, BA, 2020)

2. meet new people

connection comes through the music and its what keeps everyone coming back again and again
(Brittany Hagedoorn, 2016)

Convenience
1. Transportation
there are two public transport that you can consider, ​like bus and taxi can reach there, Grab also is
a choice
(Tan, 2019)

2. Event drop on weekend

audience are free, no need to take off from work
(Good Vibes Festival, 2019)

Cost
1. Different category of ticket
they have different kinds of packages like squad, individual and vip. Audiences that decide to go
in groups can join with a cheaper price.
(Good Vibes Festival, 2019)

Communication
1. Uni Tour
promote and spread the event in university, suits the target audience
 2. Instagram, Facebook and Youtube
Instagram and Youtube are more on promoting the event, while Facebook is used as an image
gallery of what’s happening on the event.

(Good Vibes Festival, 2019)

References
Madhuleena Roy Chowdhury, BA, 2020. 15 Music Therapy Activities And Tools. [online]
PositivePsychology.com. Available at:
<​https://positivepsychology.com/power-of-engagement-at-music-festivals/​> [Accessed 16 September
2020].

Brittany Hagedoorn, 2016. ​10 Reasons Why You Should Attend A Music Festival​. [online] The Odyssey
Online. Available at:
<​https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival​> [Accessed 16
September 2020].

Tan, A., 2019. ​Good Vibes Festival: Malaysian Music Festival Returns To Genting In July.​ [online]
Uncover Asia. Available at: <​https://uncoverasia.com/good-vibes-festival-2019/​> [Accessed 16
September 2020].

Good Vibes Festival, 2019. ​Login • Instagram​. [online] Instagram.com. Available at:
<​https://www.instagram.com/goodvibesfest/​> [Accessed 16 September 2020].

Good Vibes Festival, 2019. ​Good Vibes Festival.​ [online] Facebook.com. Available at:
<​https://www.facebook.com/GoodVibesFest/​> [Accessed 16 September 2020].
TARGET AUDIENCE
Psychographic
1. like to hangout with friends
You have a reason to get a group of your friends together for a crazy weekend
2. sociable
Music festivals are the perfect place to meet new people
3. love to experience
crazy stage ideas that will blow your mind like fireworks or lights
4. people who loves music
connection comes through the music and its what keeps everyone coming back again and again
(​The Odyssey Online, 2016)
5. want short escape from day-to-day life
Music festivals allow attendees to escape from the day-to-day grind. Surrounding yourself with
new people and enjoying the revelry is entertaining, and relaxing (​PositivePsychology.com, 2019)

Demographic
1. Millenialls​ (main) and ​Gen Y​ (potential) (​Millennial Marketing, n.d.)
2. Female and Male
3. Urban Area​ (​music festivals are a significant urban phenomenon unto themselves) ​(Nrpa.org,
2015)
4. Mid to High Incom​e (need to have disposable income) (Millennial Marketing, n.d.).

References
The Odyssey Online. (2016). ​10 Reasons Why You Should Attend A Music Festival​. [online] Available at:
https://www.theodysseyonline.com/10-reasons-why-you-should-attend-music-festival​. [Accessed 16
September 2020].

PositivePsychology.com. (2019). ​The Benefits of Full Engagement at Music Festivals​. [online] Available
at: ​https://positivepsychology.com/power-of-engagement-at-music-festivals/​. [Accessed 16 September
2020].

Millennial Marketing. (n.d.). ​Marketing at Music Festivals: Playing to the Millennial Crowd.​ [online]
Available at:
http://www.millennialmarketing.com/2014/01/marketing-at-music-festivals-playing-to-the-millennial-cro
wd/​. [Accessed 16 September 2020].

Nrpa.org. (2015). ​Urban Music Festivals, Considered | Feature | Parks and Recreation Magazine |
NRPA.​ [online] Available at:
https://www.nrpa.org/parks-recreation-magazine/2017/december/urban-music-festivals-considered/​.
[Accessed 16 September 2020].

Millennial Marketing. (n.d.). ​Marketing at Music Festivals: Playing to the Millennial Crowd.​ [online]
Available at:
http://www.millennialmarketing.com/2014/01/marketing-at-music-festivals-playing-to-the-millennial-cro
wd/​. [Accessed 16 September 2020].