We’re starting to see the warning signs: festivals calling for GoFundMe support, our favorite clubs closing down, and bookings becoming increasingly dependent on social media numbers. These are all clear indicators that corporations have entered the chat: the underground music scene.
Social Media Metrics and the Underground Music Scene
The numbers are particularly telling. If the music is strong and a promoter is building genuine trust with their audience, social media metrics shouldn’t be the deciding factor for bookings. An audience that trusts the promoter’s vision will show up, regardless of the lineup’s popularity. Yet for promoters who lean heavily on social media numbers, the temptation to book mainstream, commercialized acts becomes all too common.
Crowdfunding: A Lifeline for Independent Music Festivals
Festivals focused on community, leave-no-trace principles, nature immersion, wellness, education, and workshops are often the most dedicated to preserving the underground music culture. These festivals contribute to the foundation of the scene and are sometimes nonprofit ventures such as Waking Life, Houghton, and Goulash Disco. With government tax hikes or other unexpected costs, crowdfunding platforms like GoFundMe allow them to call on their communities for support, keeping unique, authentic festival experiences alive.
Crowdfunding campaigns help smaller, independent festivals preserve their identity while facing financial challenges. This model allows these festivals to continue without compromising values, even in the face of corporate competition.
Examples of Corporate Influence on Underground Music Festivals
Corporate sponsorship in underground music can often feel like a double-edged sword. Here are some prominent examples where corporate brands have influenced the underground electronic scene:
Red Bull Music Academy (RBMA): Launched in 1998, RBMA funded workshops and events supporting emerging artists. While it was an invaluable platform, its corporate backing sometimes led to criticism about corporate influence on the underground. RBMA closed in 2019, but its impact endures.
Absolut Vodka x Boiler Room: Absolut’s partnership with Boiler Room enabled the platform to grow into a global phenomenon, though the collaboration sparked concerns about the commercialization of a DIY scene.
Live Nation’s Regional Promoter Acquisitions: Live Nation’s acquisition of regional promoters in electronic music events raised debates about whether community-driven events would give way to profit-oriented goals.
Nike’s Pop-Up Events: Nike has hosted pop-up raves and collaborations with underground artists, letting the brand tap into dance culture’s authenticity, but also prompting questions about corporate motives in the underground.
Spotify & Apple Music's Underground Playlists: These platforms curate “underground” playlists, increasing exposure for niche genres but subtly shifting how underground artists approach promotion.
Heineken’s Sponsorships of Electronic Festivals: Heineken sponsors electronic music festivals with underground roots, especially in Ibiza, creating a complex dynamic where festival prestige meets corporate interest.
Why Corporate Sponsorship May Be Needed for Underground Music
Corporations can help sustain the underground music industry, so long as the partnerships stay true to the essence of the culture. By setting boundaries, prioritizing shared values, and focusing on authenticity, corporate sponsors can support underground music without diluting its spirit. Here’s a model for working in tandem with sponsors to preserve underground integrity:
Set Boundaries and Prioritize Values
Align on Principles: Establish shared values with sponsors to keep the partnership aligned with enhancing, not commodifying, the culture. Clear guidelines should outline the types of artists, atmosphere, and audience engagement that the sponsor will support.
Protect Local Talent: Ensure booking policies prioritize local talent and lesser-known artists, fostering diversity and new energy. This helps keep the underground scene focused on community rather than corporate agendas.
2. Embrace “Invisible Sponsorship”
Limit Branding Presence: Encourage subtle branding that doesn’t overshadow the event itself, like infrastructure-based visibility (e.g., audio systems) instead of crowd-facing logos.
Sponsor as Support, Not Spotlight: Position sponsors as enablers rather than focal points, preserving the underground vibe by letting the experience shine over branding.
3. Community Givebacks
Community Givebacks: Negotiate for sponsorships that give back to the community, like funding DJ education programs or local cultural spaces.
Collaborative Programming: Encourage sponsors to invest in community-building initiatives such as workshops, artist meetups, or networking sessions, which deepen the sponsor’s connection to the scene in a way that feels organic.
4. Prioritize Content Integrity Over Social Metrics
Value Cultural Impact, Not Social Metrics: Encourage sponsors to appreciate engagement quality over follower counts, emphasizing the cultural impact of underground events over numbers.
Encourage Educational Storytelling: Work with sponsors to create content that genuinely reflects the underground culture, using artist profiles, interviews, and behind-the-scenes insights that showcase the scene’s authentic values.
5. Improve Infrastructure and Accessibility with Sponsor Funds
Enhance Sound and Venue Quality: Use sponsor funds for high-quality audio, lighting, and safe venues that improve the experience while preserving the underground vibe.
Increase Accessibility Thoughtfully: Make events more accessible with sliding-scale ticketing or travel support, expanding the audience while maintaining the underground’s unique appeal.
"Big business back up trends, not the music. Music whether it’s underground or mainstream it gets backed up by big brands based on how you package it and how appealing it is to your consumers," Danny Scicluna of Sunny Side Festival and Sunny Side Up event series in Malta continues to expand on the topic:
"To attract big business, we as promoters need to sell an experience or lifestyle that trends; music becomes the cherry on top. It’s a shame because, in the end, it’s the music that drives the energy of the event. Instead, the government should preserve these cultural spaces with subsidies, sponsorships, and visibility on tourism platforms. If we want underground music to thrive, promoters and agencies need to unite, collaborate, and support one another by capping artist fees and avoiding competition for the same small slice of the pie. This will help rebuild dwindling communities. The current economic situation is tough for all scenes, but I trust numbers will eventually return as we come through this trough."
More and more is it necessary to identify the constraints of the underground space and how we can create a space forward. Julian Prince, the founder of SXM Festival in St. Martin mentions:
"The underground scene is rooted in creativity and a genuine love for the music and community. To keep that authenticity, it’s crucial for corporate partners to understand and respect the culture rather than try to shape it. When brands genuinely support the artistry, allowing us to retain our creative freedom, they become part of the ecosystem that fuels the scene rather than taking from it. It’s a delicate balance, but when done right, everyone wins—the artists, the fans, and even the brands."
We see a variety of circumstances where people are embracing the realities and need to adapt within reason. Enzo Muro from event series 'You Know What' In Los Angeles comments:
"As both a promoter and a partygoer, I see the LA underground scene thriving. The community is coming together, forming partnerships to create something greater that we couldn't achieve alone. Ultimately, it's about quality over quantity and staying true to our underground roots."
"Finding a balance between the business and passion in electronic music is a real challenge. With extreme market saturation and an influx of promoters and DJs, we’re seeing shifts in the ecosystem of club culture, festivals, and underground raves," Ray Kash, a prominent DJ and promoter within the LA scene adds:
"For those of us who invest our own hard-earned money to create these experiences, without corporate backing or investors, every booking choice becomes a balance between what we’re passionate about and what sells—without losing the essence of why we do it. As a full-time artist, I’ve played well-paying gigs that help me sustain a life in Los Angeles, and I’ve also played for the love of the craft, often barely covering expenses. A few underground movements here are still booking purely based on passion, but it’s taken years and many financial losses to get there. While it’s still unclear how much corporate involvement and the underground genuinely support each other, there’s room in the market for both to thrive, each catering to its own audience and needs."
Path Forward: Maintaining the Essence of Underground Music in a Changing Landscape
To preserve the spirit of underground music, we need to foster a relationship between the scene and corporate sponsors that values authenticity and cultural depth. Establishing clear boundaries and guiding principles can allow brands to support the scene without overshadowing it. Thoughtful partnerships create a landscape where corporate backing empowers the scene, enabling it to thrive without losing its soul.
Photos: Zach Toupin
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