Association of Independent Festivals (AIF) launches ‘twins towns’ concept for festivals.
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The Association of Independent Festivals (AIF) has launched an initiative to link British events with counterparts abroad. Based on the twin towns concept, participating festivals will help promote their partner locally, and be encouraged to facilitate artist exchanges/talent discussions to help co-ordinate bookings of international artists and stimulate conversations with local music authorities for investment.
They will also be obliged to include links to their twin’s site, and details on flyers, marketing materials and in their PR campaigns to local media. And once their own event has sold out, help market their notable other via their own media channels.
The scheme has already partnered Bestival, Isle Of Wight with Melt, Ferropolis, Germany, Summer Sundae Weekender, Leicester with Bergenfest, Norway, Glade Festival, Winchester with Symbiosis Gathering, California, and more besides.
“Independent festival organisers have often taken inspiration from other events with a similar ethos, vision and maverick style,” Rob Challice, AIF co-founder and director of Summer Sundae Weekender, said. “We can formally acknowledge this by ‘twinning’ our events and hope that it leads to many creative partnerships.”
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