Video: Superfly Presents' Rick Farman Talks Bonnaroo, Outside Lands, Interactive Festival Experiences @ FutureSound
Video: Superfly Presents' Rick Farman Talks Bonnaroo, Outside Lands, Interactive Festival Experiences @ FutureSound

Speaking to Billboard.biz at the 2011 FutureSound conference, Superfly Presents co-founder and partner Rick Farman revealed how his company approaches entertainment and how they look to make festivals more interactive.

Already well-known for their Bonnaroo and Outside Lands festivals, Superfly Presents looks to take that festival experience beyond those particular weekends. "We've got two divisions of the company: one side is an event based entertainment company that creates properties in the entertainment space," explains Farman.

"The real sort of development in that side of the business is taking those brands and making them 365 endeavors. So using the physical event as really the connection to an audience and building authenticity to them and then creating sort of media properties off of that [to interact] with fans that are interested in the sort of offerings of those events all year around."

But Superfly Presents also wants the entertainment experience to include those who just can't make it to the festivals. "The other side of the business is an entertainment based marketing agency. We really focus on strategy and execution for the brand world that wants to use entertainment for their marketing mix," elaborates Farman.

"We're reaching millions and millions of people each year through these brands so we have a unique opportunity to extend these relationships through people who aren't just at the festivals, but who are interested in the type of programming what we're doing."

Farman and Superfly have some big ideas to create a more interactive festival experience for fans, including increased mobile interactivity to allow fans to better plan their festival experience and share it with others. "[We're interested in] things that are related to navigating and making the physical event better for fans."

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