When we looked at the prospects for live music in 2021, the creators were just starting to offer their audience the live enjoyment they were longing for. A year after, the music event scene is booming again-but that doesn’t mean there aren’t ongoing effects of the recent times to keep in mind. Visitors who used to be content to buy tickets months in advance are now more hesitant, and different regions have different security considerations to take into account.

Last year we introduced a number of creators who have adapted to the new landscape of music events. This year, we contacted the creators of the Beanstalk Music Festival again to see how they are planning concerts in 2022.

What has changed?
Beanstalk was the first festival in North America to switch to a drive-in format in 2020, and it was a huge success thanks to its focus on safety. Last year, the creators of Beanstalk told us: “The June 2020 drive-in event was greeted with some uncertainty because we were still very much in the recent times. But we had a good safety plan and he was still exhausted within a few hours.”The 2021 festival, which was a social distancing camping event, sold out in a minute.

This year, Ryan Noel, co-owner and director of the Beanstalk Music Festival, is excited to once again expand the scope of their events. “We are able to double our capacity compared to last year’s limited capacity event.”The limited capacity forced many fans to miss the event. “It’s nice to know that we can serve all our fans this year,” he says. The place is celebrating its 10th anniversary this summer with a full-capacity event.

“What I’ve noticed the most since the recent times,” Noel says, “is the reluctance of fans to buy tickets in advance [due to] the uncertainty [about whether] the event will take place and how long it would take to get refunds.”This hesitation leads to stress when promoting an event, because there is not so much urgency to buy tickets in advance. “We had a two-day event in February that would lose about $5,000 on the first day. We increased pre-sales by 300% on both days and we ended up doing well — but it just shows what’s going on in the minds of ticket buyers.”

More than ever, venues and promoters need to give visitors a good reason to show up on the day of the show. It is also important to make sure that your refund and cancellation policies are clearly communicated on your event page so that guests feel less uncertainty.

A step-by-step guide to planning music events
When planning a concert or other musical event, there are many details to keep in mind. Stay organized with our checklist, which will guide you in planning a music event in 2022.

  • Determine your goals
    Whether you’re hosting an annual festival or a one-off event, or if you’re a venue that wants to book artists for upcoming dates, you need to have clear goals before the music event planning process can even begin. Every festival needs a big theme that potential visitors will respond to, and venues need to book artists that appeal to local audiences. Decide whether your goal is to create an devote event for hardcore fans of an artist or a large outdoor festival. Then you can set expectations and shape your event.
  • Set a realistic budget
    When it comes to making a budget, you can’t just estimate how many people you think will be there and multiply that by the ticket price — especially when so many visitors are waiting until the last minute to get their tickets. Think about what you need to make this event happen and what it will cost, and be sure to keep 10-30% of your money unallocated in matter of unforeseen expenses or unforeseen events.
  • Find the right artists
    The musicians who perform at your event attract your audience the most. Find out about your local music scene and the music genres and artists that are most likely to attract potential visitors who have the easiest access to your venue. When planning a festival, make sure that the artists you book make sense with the chosen theme and that all artists are related in some way, either by the genre they play or by the issues that interest them.
  • Key trends in music event planning for 2022
    Some of the trends observed by designers in 2021 are here to stay, and others are still evolving in 2022. We’ve rounded up some of the top music event planning themes and trends to keep in mind for the coming year.
  • Hybrid events are here to stay
    In 2021, the creators of the AFROPUNK festival predicted that streaming would not disappear anytime soon: “What 2020 has shown us is that virtual events are here to stay and we have adapted our model to be a hybrid of IRL and digital with broadcasting as the mainstay of our events — you just reach more people and there is a beauty to that.”
  • Hybrid events allow you to attract two different audiences: local fans who are comfortable attending events in person and fans who may not be able to get to the venue or who are not ready to be around large groups of people but still want to see the show. Please note that the price of tickets should reflect the type of experience for which visitors are paying. You can add extras or add-ons for virtual visitors. The virtual component of a hybrid event should receive as much attention as the live component. Otherwise, you peril disappointing your virtual fans.
  • Technology is the key
    High-quality video and sound are essential for a successful live concert. As online events will continue to be a big part of how people will be able to experience live music in 2022, it may be time to invest in better tools.

Ready to promote your next music event?
Sign up for Eventbrite today and create an event page. You can connect your page to Facebook and allow your visitors to buy tickets without ever leaving the site.

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