Three chaotic days of peace, music, mud and free love helped immortalize the 196...
LOS ANGELES - Three chaotic days of peace, music, mud and free love helped immortalize the 1969 Woodstock festival as the touchstone of Sixties counterculture.
Businesses are investing in more than 800 music festivals in the United States alone, drawn by hard-to-reach audiences of millennials who seek experiences along with music. Gone are the days when music fans slept in the open air, survived on junk food and put up with smelly porta potties. “You see elements of art or food working their way into music festivals to give a broader cultural experience,” Gordon said.
Brands spent more than $1.6 billion in 2018 on sponsoring U.S. music festivals, tours and venues, up from $1.2 billion in 2011, according to estimates from IEG, global sponsorship consultants. The Coachella festival grossed $114.6 million in 2017 over two weekends, according to the most recent figures reported by Billboard Boxscore, which said revenue had jumped seven fold from 2007. The 1969 Woodstock festival incurred debts of about $1.4 million.
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