Festival press release Templates
Festival press release templates
Festival press announcements follow a strict hierarchy of moments: initial lineup drops, set time reveals, and post-festival follow-up. Each window requires a different angle and press strategy. These templates help you navigate the competitive noise of festival season, from securing early coverage before the lineup announcement chaos hits, through to leveraging your artist's performance for sustained press momentum after the festival ends.
Festival Lineup Announcement Press Release
When your artist is included in a festival's initial lineup announcement, typically released 6–12 weeks before the event. Use this when the festival itself will announce the full line-up simultaneously across all media.
[ARTIST_NAME] announced for [FESTIVAL_NAME] [DATE]. The [GENRE]-influenced artist joins a line-up including [2–3 COMPARABLE_ARTISTS] at the [VENUE_LOCATION] festival. This marks [ARTIST_NAME]'s [first/second/third] appearance at [FESTIVAL_NAME], following [PREVIOUS_ACHIEVEMENT_AT_FESTIVAL_OR_SEASON]. The performance comes ahead of the release of [UPCOMING_PROJECT/ALBUM] later in [SEASON/MONTH]. Festival passes are available at [LINK]. For press enquiries and interview requests, contact [YOUR_NAME] at [EMAIL].
Keep this tight—you're fighting for column inches against 50+ other artists being announced simultaneously. Lead with the festival name and date. Reference previous festival form or recent achievements. Don't oversell; let the line-up do the work. Customise the 'first/second/third' reference to show festival loyalty.
Exclusive Set Time & Stage Announcement
When festival set times are released (typically 2–4 weeks before the festival), use this to generate a fresh press hook with music journalists. Timing announcements create a natural news peg for interviews and features.
[ARTIST_NAME] will perform at [SET_TIME] on the [STAGE_NAME] stage at [FESTIVAL_NAME]. The announcement comes as the festival releases its full schedule to press, offering journalists a new opportunity to cover the artist's festival appearance. [ARTIST_NAME] describes the set as '[BRIEF_QUOTE_ABOUT_PERFORMANCE_FOCUS_OR_ENERGY].' This timing follows [RECENT_SINGLE_RELEASE/TOUR_ANNOUNCEMENT], positioning [ARTIST_NAME] to reach an estimated [FESTIVAL_ATTENDANCE_FIGURE] audience members during peak festival hours. Photographers and broadcast crews can access credentials via [FESTIVAL_CONTACT/LINK]. Media requests: [YOUR_CONTACT_DETAILS].
Headliners and main stage artists get coverage automatically; use this to create *your own* news peg if you're on a smaller stage. Include a meaningful quote—preferably something specific about the set or the artist's festival history, not generic enthusiasm. Flag photographer/broadcast access early to secure coverage. Emphasise the audience size or timing if it's a strong slot.
Pre-Festival Interview Briefing Document
Sent to journalists 2–3 weeks before the festival when pitching pre-festival interviews. This is your opportunity to secure meaningful coverage before the festival itself generates all the noise.
Subject: Pre-Festival Interview Opportunity – [ARTIST_NAME] at [FESTIVAL_NAME] Dear [JOURNALIST_NAME], [ARTIST_NAME] is performing at [FESTIVAL_NAME] on [DATE] at [TIME]. We're offering exclusive interview slots with [ARTIST_NAME] ahead of the performance, available [WEEK_OF/SPECIFIC_DATES]. Interview angles: – How [ARTIST_NAME]'s sound has evolved since [LAST_FESTIVAL_APPEARANCE/LAST_ALBUM] – The creative process behind [CURRENT_PROJECT], released [DATE] – [ARTIST_NAME]'s relationship with festival audiences and the importance of [FESTIVAL_NAME] to their touring schedule – Behind-the-scenes preparation for a [FESTIVAL_TIER] stage performance [ARTIST_NAME] is available for [DURATION: 20-min phone interview / 30-min in-person / video call]. We can accommodate publication timelines and can provide photography and audio assets separately. Please confirm availability by [DATE]. Contact [YOUR_NAME]: [EMAIL] / [PHONE].
Send this to 8–12 carefully selected journalists (not a blanket blast). Offer specific interview angles tied to recent releases, not generic 'excited about festival' angles. Lock in dates early—feature writers need lead time. Provide audio/photo assets in advance. Flag exclusivity opportunities if you're working with one strong outlet. Follow up once if you don't hear back within 5 days.
Post-Festival Performance Follow-Up Release
Sent within 48 hours of your artist's performance to capitalise on any momentum, highlight press coverage, and secure post-festival features or reviews.
[ARTIST_NAME] performed at [FESTIVAL_NAME] on [DATE], delivering [BRIEF_DESCRIPTION: energetic/genre-defining/unexpected] set to [ESTIMATED_CROWD_SIZE/TIME_SLOT_CONTEXT]. The performance generated [COVERAGE_DETAIL: 'widespread social media engagement' / 'estimated reach of X thousand' / 'coverage from Y publications'], with [SPECIFIC_OUTLET] noting '[BRIEF_POSITIVE_QUOTE_FROM_COVERAGE].' Video clips from the set are available here: [LINK]. This performance marks a significant moment for [ARTIST_NAME], coming off the success of [RECENT_ACHIEVEMENT], and precedes [UPCOMING_TOUR_DATES/RELEASES]. [ARTIST_NAME] is available for post-festival interviews and reflection pieces. Photography and live footage available on request. Contact: [YOUR_CONTACT].
Send this to press who didn't cover the pre-festival announcement or those who cover festival reviews. Lead with crowd size or timing if impressive. Include actual quotes from published coverage (even brief ones) to add authority. Provide video clips and photography immediately—journalists are working fast. This is your chance to convert a one-off festival slot into sustained coverage.
Festival Stage/Tier-Specific Press Pitch
For emerging or tent-stage artists where the festival itself won't drive headline coverage. Pitch directly to music journalists and blogs focused on new artist discovery or the specific genre.
Subject: Watch [ARTIST_NAME] at [FESTIVAL_NAME] – [GENRE] Artist to See [ARTIST_NAME] is performing at [FESTIVAL_NAME] on [DATE] at [TIME] on the [STAGE_NAME] stage. If you're covering emerging talent at [FESTIVAL_NAME], [ARTIST_NAME] represents [SPECIFIC_ANGLE: 'the current wave of UK bass music' / 'a fresh take on indie folk' / 'the evolving sound of London's electronic scene']. Why cover [ARTIST_NAME]: – Released [RECENT_SINGLE/EP] on [LABEL], gaining [STREAMING_STAT/RADIO_PLAY] in [TIMEFRAME] – Previous festival appearances at [OTHER_FESTIVALS] drew [SPECIFIC_FEEDBACK or CROWD_RESPONSE] – [ARTIST_NAME] represents [CULTURAL_MOMENT/TREND] in [GENRE] We can arrange interviews, photography, or simply point you toward their set time. Many outlets use festival coverage as a springboard for artist profiles later in the year. Available for: [YOUR_OPTIONS]. Confirm interest by [DATE]. [YOUR_CONTACT].
Don't position emerging artists against headline acts—instead, pitch them as the discovery story. Reference actual stats (streams, radio play, other festival credits) not vague praise. Angle toward editors covering 'ones to watch' or emerging artist features. Acknowledge that many journalists use festival coverage as research for later profile pieces. Keep the ask small—'point you to their set' or a 15-minute interview, not a full feature commitment.
Festival Partner/Sponsor Announcement (Cross-Promotion)
When your artist has secured a branded partnership at the festival (branded stage, artist-in-residence, sponsored performance). Coordinate with the festival's PR before sending.
[ARTIST_NAME] and [BRAND_NAME] announce [PARTNERSHIP_DETAIL: 'artist residency' / 'curated stage experience' / 'exclusive performance series'] at [FESTIVAL_NAME] [DATE]. The partnership reflects both parties' commitment to [BRAND_VALUES/MUSIC_FOCUS], bringing together [ARTIST_NAME]'s creative vision with [BRAND_NAME]'s [BRAND_POSITIONING]. [ARTIST_NAME] will perform at [TIME], and the partnership includes [SPECIFIC_ACTIVATION: meet-and-greets / content creation / live streaming / exclusive merchandise]. [QUOTE_FROM_ARTIST_OR_BRAND_REP]. This collaboration extends beyond the festival, with [ARTIST_NAME] and [BRAND_NAME] continuing to [NEXT_PHASE_OR_PROJECT]. Press accreditation and partnership details: [CONTACT].
Coordinate the announcement date and timing with the festival and brand—don't unilaterally announce partnerships. Ensure the brand partnership is genuinely meaningful (not just sponsorship visibility). Include a quote that explains *why* the partnership works, not just that it exists. Flag that the partnership has legs beyond the festival weekend. Send to both music press and trade press interested in brand partnerships in music.
Multi-Artist/Label Festival Announcement
When you're promoting multiple artists from the same label or management company performing at the same festival. Coordinate with festival PR to avoid multiple competing releases.
[LABEL_NAME/ARTIST_COLLECTIVE] brings [NUMBER] artists to [FESTIVAL_NAME] [DATE]. Performing across the line-up are [ARTIST_NAME_1], [ARTIST_NAME_2], and [ARTIST_NAME_3], each on [STAGE_TIER/TIMES]. This concentration of [LABEL_NAME] talent at [FESTIVAL_NAME] reflects [LABEL_POSITIONING/ARTIST_ROSTER_STRENGTH], with each artist offering a distinct [GENRE/STYLE] perspective. Festival-goers will experience [BRIEF_DESCRIPTION_OF_COLLECTIVE_SOUND]. [ARTIST_NAME_1] performs at [TIME], [ARTIST_NAME_2] at [TIME], and [ARTIST_NAME_3] at [TIME]. Media passes and interview requests: [CONTACT].
Only use this approach if you have at least 3 artists across meaningful stage tiers (not all tent stage). This helps you create a 'story' around your roster rather than individual announcements getting lost. Ensure the press release emphasises diversity within your line-up—don't position it as a monolithic block. Offer journalists the option to cover them individually or as a collective piece.
Festival No-Show/Last-Minute Cancellation Protocol
When your artist must withdraw from the festival due to illness, scheduling conflict, or emergency. Speed and coordination with festival PR is essential.
[ARTIST_NAME] has regrettably withdrawn from [FESTIVAL_NAME] due to [BRIEF_REASON: 'illness' / 'unforeseen scheduling conflict' / 'personal circumstances']. The artist and festival team have worked together to facilitate the withdrawal, and [REPLACEMENT_ARTIST_NAME/FESTIVAL_ADJUSTMENT] will [DETAIL]. [ARTIST_NAME] expresses their apologies to fans and the festival team. [ARTIST_NAME] remains committed to [UPCOMING_TOUR_DATES/FESTIVAL_APPEARANCES] and looks forward to performing at [FESTIVAL_NAME/ALTERNATIVE_VENUE] in the future. For updated festival information, visit [FESTIVAL_LINK]. [YOUR_CONTACT] for press enquiries.
Coordinate *directly* with the festival's PR team before releasing anything—they need to manage the cancellation on their end too. Keep the reason brief and professional; over-explaining breeds speculation. Immediately reference upcoming tour dates to shift focus forward. Send the release out during business hours so you can respond to follow-up enquiries quickly. This isn't ideal, but handling it professionally protects your artist's reputation.
Frequently asked questions
How far in advance should I brief journalists on my artist's festival performance?
Pitch pre-festival interviews 3–4 weeks before the festival, once set times are released. This gives feature writers lead time whilst the festival is still newsworthy but not yet dominated by festival coverage itself. Avoid pitching before the festival's official lineup announcement, as journalists often won't engage until the full event is public.
Should I send a separate press release for every moment (lineup, set times, post-festival)?
Yes, but only if each moment has genuine news value. A headline or main stage artist's set time announcement justifies a separate release; an emerging artist's set time may not. Overloading press with multiple weak releases dilutes credibility. Assess each moment: does this create a new interview opportunity or press hook? If yes, release it; if no, fold it into a later announcement.
How do I handle festival PR coordination without appearing to bypass the festival's own PR team?
Align with festival PR early—ask them when they prefer external artist announcements (before, during, or after their official lineup drop) and what format they want. Some festivals ban simultaneous releases; others welcome them. Treating festival PR as collaborators rather than gatekeepers builds goodwill and ensures your announcements don't conflict with theirs.
What's the best way to secure post-festival press coverage if my artist's performance wasn't heavily covered live?
Pitch post-festival reflection pieces or artist deep-dives to outlets that didn't cover the festival itself. Use the performance as a research moment for later profile features, not as the main story. Provide video clips, photography, and a specific interview angle (e.g., 'How playing festivals influences my next record') to make the pitch more compelling than a generic live review.
How do I handle press releases when my artist is on a tent stage or emerging artist billing?
Avoid leading with the festival name; instead, lead with the discovery angle ('One to watch at [Festival]') or genre significance. Pitch directly to specialist blogs, playlist curators, and emerging artist journalists rather than mainstream music press. Position the festival as a milestone for the artist's trajectory, not as the main story.
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