Access All Areas October 2019 - Page 5

OCTOBER | WELCOME Colophon EDITOR Tom Hall CONTRIBUTORS Martin Fullard NEWS REPORTER Stuart Wood SALES DIRECTOR SENIOR DESIGNER James Linin Sean Wyatt-Livesley PRODUCTION MANAGER SUBSCRIPTIONS EXECUTIVE Elizabeth Nixon Matthew Williams PUBLISHING DIRECTOR Duncan Siegle PUBLISHED BY MASH MEDIA GROUP Second Floor, Applemarket House, 17 Union Street, Kingston Upon Thames KT1 1RP. Tel: +44 (0)20 8481 11 22 SUBSCRIPTION: Free to qualified readers within UK, Non-qualified readers within UK - £50, Readers in Europe/Eire - £70, Worldwide - £105. SUBSCRIPTION ENQUIRIES: Tel: 020 8481 11 28. Address: Access All Areas, Second Floor, Applemarket House, 17 Union Street, Kingston-upon-Thames KT1 1RP. The opinions expressed by contributors to this publication are not always a reflection of the opinions or the policy of the publishers. Information on services or products contained within editorial sections does not imply recommendation by Access All Areas. No part of this publication can be reproduced in any form without written authority of Mash Media. B ack in the Nineties, when ‘going viral’ required a clinician and a hashtag was a label attached to a bag of weed (probably), suggesting increased branding at a festival was akin to offering a high-five to the Queen. Naomi Klein’s book No Logo went on to inspire a backlash against the perceived corporate intrusion at events, with Radiohead completing an advertisement-free tour, presumably to prevent us mindless automatons from rushing out and buying stuff willy-nilly. Flash forward to 2019, and there’s barely a festival without a sponsored area, experiential activation or brand tie-in. Rob Da Bank, whose Sunday Best record label and DJ career took off in the Nineties, once told me that attitudes have softened towards branding, providing it is done authentically. I think that’s spot on. For me, the in your face uber-branding of Coachella, where Ye (formerly Kanye West, keep up) sold $50 pairs of socks, is all a bit much. But at the same time, it is interesting as space to test new innovations and the boundaries of what consumers will embrace. This issue we discover tasteful brand activations from the likes of Strongbow (p8), and talk to Notting Hill Carnival’s boss (p28) about balancing sponsorship with the event’s legacy. Hopefully we can sell out our events without selling out. Tom Hall, Editor Subscribe on Keep up to date by visiting: @access_aa @access_aa 05