More than a lineup: The importance of bold curation

Have you noticed how many festival lineups this summer feature the same handful of artists? I have, and, crucially, fans are noticing it too. Where festival billings once offered a window into a distinctive scene, today’s lineups are merging into a wave of homogenised big-name experiences. To view festivals through this lens alone, however, is to misunderstand the experience.

Music festivals are about more than catching your favourite artists live. At their best, festivals are cultural hubs where identity, music, and community collide. The furnace where music scenes are forged. That’s why musical curation isn’t just about stacking a lineup with the names du jour; it’s about understanding the underbelly of the scene and the people who live for it.

Largely, promoters understand the differences between scenes and the importance of curation. Yet as musical tastes continue to fragment, they feel growing pressure to ‘play it safe’ by booking broadly appealing artists to mitigate risk. The result, however, is festivals that lack distinction. When festivals lose their identity, fans may enjoy the moment but leave without a deeper connection to the event or the scene itself. So, ironically, playing it safe isn’t really that safe at all.

Why vibe matters

Consider Outlook Origins Festival as an example. Since 2008, Outlook has built its reputation by championing sound system culture. Providing a home for garage, grime and jungle at a time when few others would. The festival didn’t just book artists, it felt like an extension of who they were, curating a world that resonates and felt at one with the people on stage and in the audience. Attendees know exactly what they’re getting: a bass-heavy, underground experience where the music, people, and atmosphere all align.

This level of curation doesn’t happen by accident. Outlook knew its role in the culture – it wasn’t only about putting on a rave but about preserving and elevating a movement. Many UK promoters used to approach festivals with that same mindset. But today, the pressure to fill big stages quickly can make bold curation feel like a gamble.

The decline of decisive booking

Too often, lineups risk becoming box-ticking exercises rather carefully crafted journeys. A big name in one venue isn’t necessary a big name in another, and a culturally attuned promoter knows the difference.

For instance, Tim Reaper – a producer deeply rooted in old-school jungle – fits Outlook’s vibe perfectly. His sound pays homage to the foundations of the scene. On the other hand, an artist like Saint Ludo, while talented, might resonate more elsewhere.

This isn’t to say one artist is better than another; it’s about recognising that different sounds attract different crowds. When festivals blur those distinctions, they start to lose what makes them special.

Promoters know this, but many fear that being too scene-specific limits their audience. The irony is that the opposite is true: clarity of identity builds loyalty. When festivals stand for something, fans come back – and they bring others with them.

Fans are paying more but are they getting more?

The cost of festivals has gone through the roof. A ticket can set you back £200+, before you’ve even thought about travel, food, or accommodation. Fans are being asked to dig deep, yet some festivals aren’t holding up their end of the bargain. If we’re expected to keep supporting IRL events, then promoters need to put in the same effort they’re demanding from the crowd.

That means truly knowing the culture inside out; understanding the scene’s history and what the audience genuinely cares about. It means curating with purpose, avoiding the temptation to simply book whoever is trending, and instead thinking about how each act contributes to the festival’s unique identity. Finally, and importantly, it means respecting the audience and recognising that fans are more than just paying customers. They are the lifeblood of the scene, and they deserve compelling reasons to keep coming back.

Festivals must retain authenticity to retain fans

The most successful festivals thrive because they offer something you can’t get anywhere else. Whether it’s Outlook’s dedication to sound system culture or Glastonbury’s genre-spanning eclecticism. They stay true to their roots while thoughtfully growing.

If we want fans to keep supporting real-life events, then make something worth turning up for. Book with care. Respect the culture. Deliver an experience that’s worth the money. Because at the end of the day, a festival isn’t just about the music – it’s about the people who live for it.

And those people deserve more than just a lineup. They deserve a vibe.