This article analyzes the concept of music festivals as brands themselves, specifically as they are defined through their featured artists, local communities and brand partners. The authors behind this article evaluated these factors among a variety of festivals in the Netherlands. Interestingly, the authors found that higher brand diversity (specifically meaning the number of musical genres present at the festival) generally results in decreased ticket sales. In other words, more consumers are looking to attend festivals that cater to specific types of musical genres and audiences versus more generally-marketed festivals. While not directly referencing brand experiential marketing activities at music festivals, this article raises questions of whether too broad a field of digital and experiential activations (e.g. activations across a variety of industries versus a niche few) may actually result in lower festival attendance.