Bras and Clean Air
So, I just spent my Saturday at the famous Lollapalooza in Chicago. Having not been to Lolla for more than 10 years (if I’m honest, closer to 15 years), I was curious to see what had changed and what had stayed the same.
Turns out, very little has changed. The band names have changed (in some cases), but the music remains largely unchanged. And although Lolla doesn’t tour the country anymore, the event has maintained its original character. And despite some different clothes and hair, the people most certainly have not changed… there was a massive shortage of bras and clean air in Chicago this past weekend.
So, putting this all through a marketing filter, Lolla reminded me of something important. The old axiom holds true; “the more things change, the more they stay the same.” Despite an entirely different political, social and economic reality today, the experience remains largely unchanged. And I chalk that up to the people. At an event like Lolla, it’s the people attending that dictate the experience… not the bands, not the organizers, not even the ample security. With a movement or gathering that large, the masses make the rules and set the tone. And it’s that reality which can, with proper direction, move masses toward or away from a brand.
My first trip to Lolla, I was probably one of the youngest there; and now I’m one of the older attendees. A lot has changed in the world, but the muddy, trampled, bra-less, smoky, event has maintained its true character.
Aaron, VP Client Services
Lunch – Boca burger, pita chips, jalapeno-cilantro hummus
