Summer in Aotearoa is synonymous with music festivals: from Rhythm & Vines to Laneway and Electric Avenue, these annual events bring Kiwis together across motu. Increasingly, they are becoming places for brands to show up. Live Nation senior vice president, head of media & sponsorship Australia & New Zealand Kristy Rosser talks us through what that looks like in 2026.
StopPress: Sounds like there was an incredible line up of activations at Rhythm & Vines this year! Tell me, what do brands bring to festivals?
Kristy Rosser: Alongside the music, our brand partners play a vital role in bringing our festivals to life. This happens through immersive activations, product sampling, utility support and unexpected moments. All of these add genuine value to the overall experience.
They elevate moments that align to the audience’s passions. One NZ offered exclusive camping and VIP side-of-stage-access at Rhythm & Vines (R&V) and Red Bull ran a group workout area, named the ‘Shred Shed. Attendees could also sing karaoke at Platypus Shoes’ pop-up nightclub.
Our research shows that music lovers are seeking more meaningful, real-world experiences and the festival environment delivers exactly that.
SP: Why is it important that brands show up in the festival space?
KR: Festivals offer brands a powerful opportunity to connect with fans at their most engaged.
Music is consistently ranked as a leading passion among Kiwis, so meaningful integration into music culture allows brands to build authentic connections that drive lasting loyalty beyond the festival itself.
Festivals also give brands a creative, rebellious license to show up in bold and unexpected ways.
SP: Brand partnerships have evolved from just being a logo on the event collateral. What are some of the benefits and challenges of them having a physical presence at festival?
KR: The benefit of a physical activation is depth of engagement – brands can create something fans feel and connect with, not just see. It’s immersive, shareable and builds genuine emotional equity.
The challenge is that festivals are complex, high-intensity environments. Activations need to be carefully designed to work within tight build windows, operational constraints and crowd dynamics, while still feeling culturally authentic.
It requires strong planning, close collaboration with event teams and a clear understanding of the fan journey. But when brands get it right, the impact is significant and often transformative in how they are perceived. Fans reward experiences that genuinely enhance and add value to their day.
SP: Were there any key differences at the festivals so far in 2026 compared to other years?
KR: In 2026, we saw a real shift towards providing more VIP experiences, while also maintaining a sense of playfulness across our activations. Guided by our research into what fans value most, there was a stronger focus on exclusivity, sampling and shareable moments. The Uber One Diner offered prime stage views and daily food drops, meanwhile first-time R&V brand, Bodyarmor Lyte offering festival-goers electrolyte hydration.
We work closely with brands to interpret fan trends and passions so every year feels fresh, relevant and distinctly different.
SP: How would you encourage brands to get involved in the activation space?
KR: I encourage brands to view activations as opportunities to engage with audiences in ways that are bold, unexpected and true to what they are about.
The brands that win are those that align with genuine passions and trends, creating shareable moments that strengthen long-term loyalty.
SP: What were some of the highlights from the 2026 activations?
KR: Every brand this year brought something unforgettable to the festival.
As a long-term partner, One NZ delivered its anticipated side-of-stage access, giving that ultimate VIP ‘behind-the-scenes’ moment. Uber One returned with a new concept, the ‘Uber One Diner,’ offering daily food drops.
Red Bull hosted the Shred Shed, Platypus Shoes ran an immersive nightclub and Lipton had an iconic waterslide. There was free soft serve at the Macca’s Sweet Spot and Asahi Beverages X by Long White had a prime hilltop spot. It was an incredible year all around.
Check back on March 26 for a look at One NZ’s activation at Electric Avenue.
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