The first thing that usually comes to mind when picturing festivals is rockers on a field of sloppy grass, but that was far from how things were at conception. Originating in Ancient Greece, during the Phythian Games, which took place every four years circa 582 BC, early festivals involved poetry, reading, speeches and musical instruments such as the flute. Hardly hair-raising.
Festivals now come in many forms, but in essence, they’re cultural and social events that bring people together to celebrate an occasion; religious, artistic, or otherwise. We’ve all been a part of one somehow. Chinese New Year and Christmas are two of the most widely celebrated festivals in the world. But to be a real festival goer it’s all about niche; connecting with like-minded people and actively partaking.
For a while, I was all about the quintessential music and dance festivals. I didn’t really go for the artists, but more for the party vibe. Sometimes, I didn’t even see the main act. My friends and I figured out ways to smuggle in booze, share tickets, and get up to mischief. The things that happened beyond the gates? Too explicit to reveal. What happens at the festival stays at the festival.
When I did surface from group carnage, I saw the likes of Amy Winehouse, Jay-Z, M.I.A., and Charli XCX before the invention of Brat Green. These were the glory days of the 2010s, but like Brat Summer, all good things must come to an end, especially when stamina can’t keep up.
It’s 2025 and I’m a daylight festival geek. Well, mostly. I’ll stay just after sundown to see the main act belt out a few tracks, but the last thing I want is to be caught in a pile-up home. Being massively into K-pop, I’m glad that live music in South Korea is very considerate of its audience, and acts seem to carry that ethos when travelling abroad. K-pop artists often skip the support act, and start their show within an hour after doors open. I recently saw Tomorrow x Together, who came on stage at The O2 promptly at 7:30pm. By contrast, in the US, I’ve waited till 10pm for artists like Lauryn Hill to appear… and she was half asleep too. Not fun when you have work the next day. And so, festivals and gigs involving K-pop artists especially appeal to me, not just for the music but also for timing.
I also know that when the act I’m going for isn’t the main headliner, there’s an almost certain chance they will be on way before the show ends. Take All Points East. The headline act is Raye, with Tyla, Doechii and Jade below her on the bill. I love all of these artists, and the plan is to enjoy some drinks and festival food (if there’s a decent food truck) over the latter three performers, catch the beginning of Raye’s set as I finish up my last plastic cup of wine, and then be comfortably on my way home by 9pm.
I’m like that for non-music festivals, too. June sees the daytime Motor Valley Festival take place in Emilia Romagna, Italy. The region has two nicknames; the first being “Food Valley” thanks to its culinary specialities that have shaped the world, and the second being “Motor Valley”, hence the festival name. This is the home of Ferrari, Lamborghini, Maserati… need I say more? So, while the old me couldn’t care less where a festival was held, or what kind of food was served in the park, the current me cares a hell of a lot about those two things. In fact, those factors are the deal breaker. I want to explore the destination (the city of Modena is a UNESCO World Heritage Site) and scoff as much Prosciutto di Parma as I can stomach, both in and out of the badge grounds. The place of festivity should have cultural draws since I have no plans to pass out with strangers.
Strangers or no strangers, the post-Covid world has been valuing group experiences over things, and that is why the festival sector is booming. The music festival market in particular continues to grow exponentially. I wonder if this is because festivals generally have improved. It’s more glamping and less camping, and the variety on offer caters to a myriad of tastes and situations. There are festivals for families, for oldies, for wellness, and like the MVF, for sports car enthusiasts. The food’s got better (except in Moderna where it’s always been stellar) and accessibility and on-site facilities have generally improved across the board too. We don’t all have to get our boots wet like the indie kids in Glastonbury to be part of the festival club, nor do we need to be 25. The demographic has evolved and it’s more inclusive.
My year in festivals is cultural, whether Motor Valley or Oktoberfest, punctuated with music events in the calendar. If it’s an effort to get to, I’ll book a hotel rather than camp on festival grounds, and I’ll definitely plan ahead when it comes to dining and exploring the local area. Upping my festival game means really taking in the experience and all that comes with it. It’s discovering the destination, being a present spectator, and walking around with a crafted cappuccino in hand rather than a cheap vodka and mixer. I have grown up and I may not have the same stamina but based on volume I’m still a festival person… just not the kind you used to know.
