Momentum Thailand keen to stage annual music festival

This is in line with event marketer’s larger strategy of focusing on more music and entertainment events in the region.

The event, for which Momentum partnered with music promoter Rock n Rolla, saw more than 7,000 attendees, making it a sell-out. Last year’s Sonic Attack, bereft of an event marketer, was on a much smaller scale with only around 3,000 peoople attending it.

With a budget of approximately US$75,000, Momentum Thailand relied on social media and publicity from its partners like Channel V to spread the word.

It also used a thematic approach, the best of the '90s, to attract its target audeince. The event featured '90s British alternative-rock band Suede as well as a 13 local bands from the '90s.

“Because we were on a tight budget we did a lot of innovative things on social media including putting up a lot of content related to the '90s to draw in the target audience,” said Yod Sukwiwat, managing director of Momentum Thailand.

The event was sponsored by Chang Beer and local whisky brand 100 pipers. Alcohol beverage brands have typically shown a preference to sponsor music events, given the direct fit.