This week, we focus in on two vital pillars of any successful event: marketing & audiences. We discuss how to package your festival’s unique selling points, find your people, and turn one-off ticket sales into a dedicated community. Harri Rose from Found Festival joins us to share how leaning into being a micro festival can help you cut through a crowded market on a budget. Plus, freelance marketing and audience research consultant Ellie White breaks down data-driven strategies and the often untapped potential of User Generated Content (UGC). Whether launching a new show, or resetting an established brand, this episode is packed with tools to professionalise your festival’s future.

Harri Rose - Communications Professional specialising in story-led content and brand identity that builds community. With over a decade of public engagement experience in the third sector, and running her own CIC, she served as Communications Manager for the Association of Independent Festivals before becoming Marketing Manager at Found Festival.

Ellie White - Freelance Marketer & Audience Researcher. After five years marketing We Out Here Festival, Ellie now drives strategy for independent events like Love Trails Festival. As the founder of Tune In Research, she helps organisers use audience insights to build stronger communities.

Find out more about Found Festival here - www.foundfestival.uk

Find out more about the Association of Independent Festivals here - www.aiforg.com

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop), produced by Sophie Evans

MUSIC

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

In this episode, we explore how sustainability and accessibility drive festival growth, helping organisers innovate and build new audiences. Shambala Festival and Vision for Sustainable Events Co-Founder Chris Johnson shares how the industry is moving towards sustainable practices, detailing Shambala's meat-free policy and transition to an employee ownership trust. Noteworthy Access consultant Yiska Ansel then provides expert advice on all aspects of event accessibility - from digital communication and extreme-weather planning to building a loyal, inclusive community.

Chris Johnson - Co-Founder of Shambala Festival, Co-Founder & Chair of Vision For Sustainable Events

Yiska Ansel - Founder & Director of Noteworthy Access

Vision 30 Actions Checklist - visionsustainableevents.org/30-climate-actions-for-live-events

Julie's Bicycle - an international non-profit uniting culture, creativity and climate action to drive change.

A Greener Future (AGF) - An industry leader, improving the sustainability of events, venues, festivals, sports and all live sector contributors.

Attitude is Everything (AIE) - Breaking down barriers for audiences, artists and professionals. Improving access together.

Ticket Tailor / Earth Invest - A B Corp ticketing company that have made giving back to the planet part of their DNA/

AIF StepChange - An initiative funded by Ticket Tailor / Earth Invest to support and inspire sustainable practices across AIF member festivals.

The Purple Pound - The collective spending power of disabled individuals and their families. In the UK, this represents 20% of the population (one in five people) who often travel and buy tickets in groups.

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Find out more about the Association of Independent Festivals here - www.aiforg.com

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop), produced by Sophie Evans

MUSIC

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

In this episode, we dive into the financial heartbeat of event planning, covering budgeting, ticketing, and ancillary revenue.

Shane Daunt, the organiser of Reading's Are You Listening and Down at the Abbey festivals, shares his journey of building sustainable local events, highlighting the realities of ticketing partnerships and bar operations. To complete the picture, finance expert Chris Carter offers crucial advice on tracking real-time costs and managing your financial risks.

Shane Daunt - Co-Founder and Managing Director of Are You Listening and Down At The Abbey festivals. downattheabbey.co.uk / areyoulistening.org.uk

Chris Carter - Founder and CEO of Eventwise. An all-in-one financial management platform designed for festivals. eventwise.com

Arts Council England (ACE) - Supporting Grassroots Music Fund: artscouncil.org.uk/supporting-arts-museums-and-libraries/supporting-grassroots-music

Gigantic Tickets - gigantic.com

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Find out more about the Association of Independent Festivals here - www.aiforg.com

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop), produced by Sophie Evans.

MUSIC

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr

(2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

Welcome to our very first Q&A episode! Host John Rostron and Sophie Evans from the Association of Independent Festivals (AIF) team up to answer your questions.

In this session, we unpack actionable strategies for nurturing your festival community from day one, break down the complexities of supplier deals, and explain how service level agreements protect your event from hidden costs.

We also dive into the mechanics of ticket papering and spend some time on PRS tariffs for festivals.

Let's get into it!

GUEST: ROB WILKINSON (Ethical Staffing & My Cause UK) Rob is the director and founder of Ethical Staffing and My Cause UK, specialising in fair and legally sound team management for the events industry. With over a decade of experience, Rob has deployed thousands of volunteers across major UK festivals, helping organisers professionalise their future through expert staffing strategies.

AIF Recommended Suppliers - aiforg.com/supplier

The Purple Guide - thepurpleguide.co.uk

PRS Tariffs - pplprs.co.uk/business/other

Set The Record Straight, Music Venue Trust (MVT) Campaign: musicvenuetrust.com/2026/04/music-venue-trust-launches-set-the-record-straight-campaign-over-prs-licensing-fees-for-grassroots-venues

Podcast Recommendations

When Sh*t Goes Wrong at Events: https://open.spotify.com/show/3VsV1pDp2ayrAxqMYQ80Y6?si=25455d6fa88f4d97

Two Promoters, One Pod: https://pca.st/8nb8rc46

The Price of Music: https://pca.st/djk3c3dt

Sounds Like A Plan: https://pca.st/atuzqf6r

No Tags: https://pca.st/has8yngs

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop), produced by Sophie Evans

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

This week, we focus in on the logistical heartbeat of event planning, exploring how robust production management - and all the associated paperwork - ensures a festival's survival beyond that initial spark of inspiration. We discuss how critical smooth site operations are and you can enjoy a high-stakes account of a last-minute premises licence application! Plus, we discuss tabletops, SAGs and comprehensive Event Management Plans - how can you feel more confident about creating a safe environment for everyone at your festival. This is one very important part of the puzzle when it comes to the long-term success of your festival. So let's get into it!

Millie Devereux: Director of Festivals & Places (a new title since the time of record!) at award-winning agency We Are The Fair. Millie specialises in delivering comprehensive production planning and strategy for major events.

Sam Morgan: Sam is a Partner at PullUp Recordings and a Founder of GemFest; bringing a background in project management to the commercial and operational growth of the festival.

EMP (Event Management Plan): A core document detailing every operational aspect of a festival. Used to show relevant authorities that the event is safe and well-managed, and to clearly communicate and set consistent procedures for relevant staff.

ESAG / SAG (Event Safety Advisory Group): A committee of local authority and emergency service representatives who review festival plans to ensure public safety and will ask you questions to stress test your planning. Remember, they are an 'Advisory' group!

Tabletop Session: A rehearsal exercise where the event team and stakeholders talk through hypothetical emergency scenarios to test their communication and response protocols.

EHO (Environmental Health Officer): Local council officers who monitor factors like noise levels and food safety to ensure the festival complies with regulations.

TLT: A specialist law firm noted in this episode for their expertise in handling complex festival licensing applications - www.tlt.com

Find out more about the Association of Independent Festivals here - www.aiforg.com

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Don't miss an episode. Subscribe or Follow for the very latest chat

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex.pop), produced by Sophie Evans

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr

(2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

Let's explore the lifeblood of any event - the People that make it happen. In this episode we're joined by Sue Brand, founder of the mission-led TestFest, as she charts their journey from a small party in a field to a successful music festival dedicated to testicular cancer awareness. The discussion covers the importance of staying true to your purpose, the nuances of building an entirely volunteer-led team, and the massive social impact achievable through small, intimate events. In the second half, industry expert Rob Wilkinson joins the show to share his wisdom in volunteer management, legal staffing frameworks, and why expectation management is the most critical tool for keeping your festival teams happy and sustainable.

SUE BRAND (Test Fest)

Sue is the founder and organiser of TestFest, a festival built around the vital mission of saving lives through music and community. Based in the South West, Sue has developed a dedicated following for her charity, Its in the Bag, by using quirky awareness campaigns to engage young men in vital health conversations that helps saves lives - itsinthebag.org.uk/test-fest-2026

ROB WILKINSON (Ethical Staffing & My Cause UK)

Rob is the director and founder of Ethical Staffing and My Cause UK, specialising in fair and legally sound team management for the events industry. With over a decade of experience, Rob has deployed thousands of volunteers across major UK festivals, helping organisers professionalise their future through expert staffing strategies - ethicalstaff.co.uk & mycauseuk.com

NCVO (National Council for Voluntary Organisations): A key resource for legal guidance and volunteer management frameworks - ncvo.org.uk

Association of Volunteer Managers (AVM): A professional network offering support for those managing volunteer teams - volunteermanagers.org.uk

Find out more about the Association of Independent Festivals here - aiforg.com

Take a look at new UK independent festival discovery platform - here.live

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Don't miss an episode. Subscribe or Follow for the very latest chat!

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (bex-pop), produced by Sophie Evans

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership

Let's explore the foundational spark of any event - The Vision. In this episode we are joined by Leon Cole, co-founder of the legendary rave festival Field Maneuvers, as he charts their transition from a party for 300 to a near 2,000 capacity 'no-frills' success story. The discussion covers the importance of staying true to your creative roots, the steep learning curves of festival economics, and the art of slow and sustainable growth. In the second half, industry expert Dulcie Horn joins the show to reflect on Leon's story and share some of her expertise in brand positioning, community building, and why telling your story is the most powerful marketing tool a small festival has.

LEON COLE (Field Maneuvers)

Leon is one of the co-founders and directors of Field Maneuvers, a festival renowned for its high-spec rave ethos and intimate atmosphere. Alongside co-directors Ele and Henry, Leon helped launch the event in 2013 as a reaction to the over-branding and 'boutique-ation' of larger festivals. He is a staunch advocate for focusing on the dance floor and the wellbeing of the audience above all else, ditching corporate expansion for lazers, lazers, lazers - fieldmaneuvers.com

DULCIE HORN (Chuffed Digital)

Dulcie Horn is the founder of Chuffed Digital, a creative agency specialising in social-first content and organic marketing for festivals and retreats. With over a decade of experience, Dulcie’s career began in the nightlife culture of Bristol before she spent five years leading digital marketing at Boomtown. She now focuses on helping smaller events find their unique voice and build lasting connections with their communities through authentic storytelling - chuffed.digital

Find out more about the Association of Independent Festivals here - aiforg.com

Take a look at new UK independent festival discovery platform - here.live

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Don't miss an episode! Subscribe or Follow for the very latest chat.

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (Bex-Pop), produced by Sophie Evans

In this introductory episode, John Rostron (AIF CEO) and Sophie Evans (AIF Campaigns & Resources) reveal what you can expect from the First Festival podcast. They talk about the origins and purpose of the AIF, share their own First Festival memories, and outline the key topics the podcast will tackle - all designed to support emerging micro and very small festival organisers professionalise and sustain their festivals.

Guests

John Rostron – CEO of the Association of Independent Festivals (AIF). John joined the AIF in November 2022 and is passionate about representing a network of 170+ independent festivals across the UK.

Sophie Evans – Campaigns & Resources at the AIF and Producer of the First Festival podcast. Sophie has an extensive background working in live music, events and as a independent festival organiser.

This podcast has been originally produced by the AIF as part of their Micro & Very Small Festival Development Programme 2026. It is funded by the Live Trust. Find out more about the Live Trust here - www.livetrust.org

Find out more about the Association of Independent Festivals here - www.aiforg.com

Take a look at new UK independent festival discovery platform here.live.

Are you part of the Micro & Very Small Festival Development Programme 2026? Keep the conversation going and share your questions and talking points in our dedicated WhatsApp Group.

Got a question for an upcoming Q&A episode? Pop it in the comments on your podcast platform, email us at [email protected], or message Sophie directly.

Don't miss an episode. Subscribe or Follow for the very latest chat

Credits

Brought to you by the Association of Independent Festivals (AIF), edited by Trevor Deeble (Bex-Pop), produced by Sophie Evans

Music

(1) Artist: Tai Hâf Heb Drigolyn, Track: Siwgr (2) Artist: Soft Hearted Scientists, Track: At Night The Quarry Glows Like A Mothership