August 10, 2022

Founder of FestWorld on launching a music magazine in the digital age

Music magazines, like most print publications, fall faster than autumn leaves in a hurricane, and most of their online successors have minimal resources. Into this landscape comes the launch of FestWorld magazine, the print sister to online music festival site FestPop.

By Juliet Jagger from CelebrityAccess

In a climate where few print magazines survive let alone launch, a magazine called Fest World announced that its first edition will hit retail shelves next March.

Founded by digital media marketing entrepreneur Scotty Moore, who is best known as the mastermind behind the festival’s travel website FestPopthe quarterly magazine is expected to feature engaging and informative exclusive content related to all aspects of music festivals, from travel and food to fashion, art and, of course, music.

FestWorld, which is supported by Kevin Lyman, founder of Warped Tour and FestWorld Full Energy partner organization No Drugs, will be available at airports and music festivals around the world.

We recently caught up with Moore via email to chat a bit about what festival-goers and music lovers can expect from the magazine when it launches in a few months.

CA: Although music festival culture came of age in the 1960s, it really took off in the digital age. Talk about why it is.

Moore: The 60s was a very communal culture inside and outside of the music festival community. Fast forward to 2019 and we have too much cultural tribalism outside of music festivals. I really believe that’s why music festivals are even more popular today. Once we step into this utopian music festival community, we all come together. We are all connected by the music, the atmosphere and the culture of this music festival. Everyone watches over each other. Music festivals are truly humanity at its best.

In 2019, most would say traditional print media has been abandoned. Why is it a good time for the world’s first printed festival lifestyle magazine and where do you see FestWorld fitting into today’s festival ethos?

I agree 100%. My philosophy is that there are too many magazines for one subject that it is difficult to create value. For example, there are more than 100 automotive and fashion magazines. FestWorld is the world’s first and only lifestyle magazine for music festival fans, so we are officially the RollingStone magazine for music festival fans and a 100% endemic editorial for music festivals. Additionally, based on strong empirical evidence, print ad campaigns that include print + online have a 10% improved persuasion metric and print + TV campaigns have a 17% improved purchase intent. When you open a magazine, it’s prime time. Consumers are 100% focused on the content of this magazine. Savvy marketers know the power of print. I wondered if millennials liked magazines, but they do. Just as vinyl records return, magazines return, but those that survive will bring value, purpose, and a sense of community to their readers and an enviable audience to their advertisers.

With over 20 years of advertising experience in print and digital media under your belt, you are also the founder of FestPop.com, which is the premier website dedicated to music festival discovery, as well as a full-service travel booking platform. I imagine FestPop provided a rather illuminating, top-down view of the nuances of festival culture, not to mention festival-goer demographics, musical preferences, likes, dislikes, habits, and more. ? Talk it over. Do you see the two interacting at all?

Festpop is our travel arm so we will definitely be integrating travel packages. Half the fun of any music festival is going with your friends. Yes, we know the DNA of music festivals. We know that the older you get, the more priority the experience takes. The food must be of good quality. More portable toilets – flush toilets are mandatory. Ease of parking, etc. In contrast, when you are in your twenties, you are more motivated by the queue.

FestPop has long distinguished itself from other festival discovery and travel booking sites by recognizing the importance of high quality and engaging editorial content. FestWorld Magazine seems like a natural progression from that. True?

Very true. FestWorld is a way to educate and encourage non-core music festival fans to experience a music festival for the first time, regardless of age, race, creed or culture. We are not for spectators. FestWorld Magazine is specifically aimed at music festival fans, who are a different breed from spectators. Spectators want to stay local. Music festival fans want to travel and meet people from 100 countries.

https://www.youtube.com/watch?v=yxO6BaTJcyQ

Apart from the digital model, how do you intend to engage festival-goers and get them to read the magazine before and during the events?

For the first year, we will distribute copies free of charge at music festivals.

Will the magazine specifically target major festivals like Coachella, Lollapalooza, Download, Bestival, etc.? or will it also be available at smaller, more specialized events?

All the foregoing. For example, we organize a small boutique music festival.

According to FestWorld Magazine’s press release, the publication will have a guaranteed circulation of 350,000 copies and will be available at airports and music festivals around the world. Which festivals has FestWorld partnered with so far?

The list is too long to share, but an exciting distribution partner is with SixthMan Productionsa subsidiary of norwegian cruise line managed independently by Anthony Diaz, CEO. Sixthman produces 17 genre-themed music festival cruises, so we’ll have a copy of FestWorld in every cabin. I’m excited about this partnership because music cruise fans travel from all corners of the globe, so in essence we’ve expanded our global distribution footprint by 17,000.

How many issues of FestWorld Magazine will you publish each year?

4 times a year in 2019 then monthly in 2020.

What is the editorial plan? Will the questions be thematic and global or will you do full reports on specific festivals?

Each issue of FestWorld Magazine will feature eight key editorial anchors (festival reviews, festival travel guides, festival artist interviews, festival producer interviews, festival fashion interviews, festival art, festival food and gear/ festival essentials), plus an editorial article on the Opioid Crisis with the goal of serving communities on the ground by supporting treatment and recovery efforts while simultaneously contributing to research and education.

The FestWorld Foundation has formed a strategic alliance with National Opioid Action Coalition (NOAC) and Kevin Lyman (founder of WARPED Tour, Full energy, no drugs) to support this cause.

$2 FROM EVERY SUBSCRIPTION GOES TO HELP END THE OPIOID EPIDEMIC, so I encourage your readers to subscribe: https://www.festworldmag.com/subscribe/

What type of strategic partnerships do you foresee for FestWorld? For example, how will FestWorld bridge the gap between the traditional editorial, digital and live concert experience?

Only, FestWorld Magazine will not have a digital or iPad version. FestPop is our digital arm. The only way to access the content of FestWorld Magazine is to subscribe, purchase an issue at an airport newsstand, or obtain the magazine at a music festival.

FestWorld Magazine is set to launch on March 9, 2019.