Lollapalooza - Crowbar Awards Submission
The True Fan Festival
Phase 1:
Album-cover-style outdoor advertising publicly calling out the fakers, posers, and performative influencers who come to festivals for all the wrong reasons.
Phase 2:
Other music festivals like Coachella are known to be influencer traps. They have often been described as soulless and sanitized; overcrowded with fake fans and participants attending just to take pictures with headlines after listening to their most popular song once. True music fans are becoming fatigued with this performative, fake culture.
Music festivals should be designed for the true fans.
After weeding out any phonies, it’s time to put the real fans to the test with our True Fan Test billboards. Placed in areas where consumers have time to kill - bus stops, train stations, airports. We give them something to prove.
Phase 4:
QR codes on each billboard bring fans to a website where they can submit their answers
Phase 2:
These activations attract the fans who actually care enough to engage. Fake fans scroll past. Real fans show up. But one question won’t separate fans from fakers. So we’re taking the test off the street, and making it unavoidable, with the True Fan Train, a fully wrapped Chicago Transit Authority experience that turns every ride into a continuous fan-fest that fans will love.
The True Fan Test won’t just stay in physical spaces. It becomes something people can experience in real time. In collaboration with “Billy on the Street”, we're taking over city streets and social feeds. Billy hits the streets disguised as the LollaPal, quizzing unsuspecting fans with True Fan Test questions.
Phase 5:
To deepen Lollapalooza’s focus on authentic fan connection, we’re launching True Fan Secret Shows ahead of the festival. In the weeks leading up to Lollapalooza, select artists host intimate pre-festival performances for their most dedicated listeners. Through a partnership with Spotify, access is rewarded to fans within the top percentage of listeners via email.
