Big Crowds, Bigger Impact: How to Tap into Music Festival Season

For millions across the country, they’ve spent months waiting in digital queues with their credit cards in hand, fangirling over announcements about headliners and researching glamping 101. It’s all led up to this moment: Music festival season. Whether fans are dancing in the Coachella desert to Justin Bieber or crowdsurfing to Tiësto at EDC, there’s a music festival that fits the vibe and preferences of any listener. 

Despite the post-pandemic years seeing a slowdown in the industry, live events are seeing a major resurgence. Live Nation reported that in Q2 2025, global attendance for live music was up 14%, 130M tickets were sold, and $7B was seen in quarterly revenue. 1This momentum will only continue, what with the global music festival market expected to exceed $24.5B by 2034. 2

Whether your target listeners are Stagecoach attendees, Bonnaroo fans, or Lollapalooza die-hards, learn how you can reach them this music festival season—and how you can be the headliner in your audience’s next ad break. 

Live events are back and bigger than ever 

In the last few years, we’ve seen concerts become more than one-night experiences but social currency and once-in-a-lifetime events. Think back to Taylor Swift’s Eras tour, Oasis’ reunion, or Bad Bunny’s world tour. They all share that element of “We might never get this again,” whether it’s an artist playing their entire discography, a group reuniting for potentially the last time, or a singer performing a career-defining album. 

With music festivals occurring annually and offering a stage for multiple artists that listeners love, hefty ticket prices can feel more worth the cost. Speaking of cost, despite the current economic uncertainty, US consumers are less likely to cut back on concerts, festivals, and other live events in 2026. In fact, seven in 10 people prefer to splurge on an experience over material goods, and 21-35-year-olds are 1.4x more likely to say event spending is a high priority. 3 Gen Z is leading the charge by spending more on live event tickets in the US compared to other generations. 4

Just look at how these consumer shifts and preferences have translated into music festivals. For Coachella, a record was made when both weekends sold out within 45 minutes—the fastest sellout in the festival’s 25-year history. Meanwhile, EDC sold out in under 24 hours, too. Fans are determined to get their IRL experiences, and wherever they go, brands should follow.

Our listeners are more likely to attend music festivals 

Looking for music festival attendees? Check. How about ad-receptive listeners? That, too. Your ideal, music-loving audience can be found here, at 76M streaming audio listeners on mobile and desktop. 5That translates to the attendees of 656 Coachella festivals. Festival culture doesn’t just live on stage, it lives on via audio platforms. For instance, SoundCloud listeners are +52% more likely to have attended a music festival in the last year than the average American. Additionally, they’re 26% more likely than Spotify listeners to have attended a music festival in the past year. 6 Don’t discount podcasts, either. Weekly podcast listeners are +62% more likely to attend live music events compared to the average American. 4

How to activate during music festival season 

When you partner with us, your brand doesn’t just show up—it takes center stage and connects with music lovers wherever they’re tuning in. Just as fans don’t have to be at a music festival to get in on the hype, your brand doesn’t have to, either. 

Advertise on Pandora’s sponsored stations 

Pandora houses music festivals’ headliners and rising acts alike. Fans flood Pandora to stream today’s hottest artists, whether it’s a +900% boost in station adds for Nettspend after taking the stage at Rolling Loud, a +214% increase in station adds for Olivia Dean after performing at the Grammys, or a +479% increase in station adds for Jennie after debuting her studio album. Where there’s a music festival fan, there’s a Pandora station that they love. 7

• For Lollapalooza, Coachella, or Gov Ball fans, reach them on: Pop Space: Today's Hits, Today’s Hits, Today's Hip Hop and Pop Hits

• For EDC or Beyond Wonderland fans, reach them on: EDM Hits, Chill House, EDM Festival Bass

• For Rolling Loud or Summer Smash fans, reach them on: VIP Radio, Hip Hop Forever, R&B Love Songs

• For Stagecoach or CMA Fest fans, reach them on: Backroads, Blue Sky: Country Pop, The 615: Today's Country 

• For Sueños or Besame Mucho fans, reach them on: Del Corazón or El Pulso 

Leverage first- and third-party audience segments 

Across Pandora, SoundCloud, and podcasts, you can strategically target your ideal audience—far beyond just basic demographics. On Pandora, target audience segments like festival music enthusiasts, live concert enthusiasts, and music enthusiasts. On SoundCloud, you can reach creators on SoundCloud, concert and festival goers, live concert enthusiasts, and more. And on podcasts, you can leverage predictive audience targeting like entertainment big spenders, music, and society and culture. 

Lean into our other live events 

If your target audience includes fans who are on a budget, we’ve got them covered too. We offer a star-studded lineup of live events at no cost to attendees, giving the VIP experience to both fans and advertisers. 

Live podcast tapings 

Listening to podcasts is no longer limited to one’s headphones or car speakers. Podcasts are now IRL, too, and shows like SmartLess are using these new experiences to turn listeners into loyal consumers. Beyond the main event on stage, the 2025 show was armed with major sponsors like Ashley, Skinny Pop, and Starbucks, with fans enjoying brand activations like photo booths, cafe experiences, and VIP lounges for a select few. Over 500 guests attended, and the event generated over 222K impressions across social media. 7

El Pulso 

Each year, we offer the El Pulso concert, bringing together major sponsors and Latin music fans. Last summer, we gathered in Miami and brought out the Latin Grammy-nominated artist Manuel Turizo to deliver an unforgettable show for 1.4K fans. Fans enjoyed more than just the concert, getting to take home Amazon branded bluetooth speakers and tote bags from AT&T while experiencing tasting stations courtesy of Gatorade—plus much more. Experiences like these are a win-win for fans and brands, with 61% of attendees leaving the night with a more positive opinion of all the sponsors who were there. 7

Conquer music festival season with SiriusXM Media 

The music (and campaigns) don’t stop running once music festival season ends, and you don’t need boots on the ground to get in on the buzz. Our content is loved by fans year-round. And whether they’re vibing in the crowd at El Pulso or listening to Pandora solo at home, they’re receptive to the brands and messages that align with their favorite platforms. 

Ready to join the fun this music festival season (and beyond)? Let’s chat.

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