Matakanarama Festival: A Young Team’s Strategy for Surviving a Shifting Festival Landscape
The music festival scene is facing headwinds, but a new event in New Zealand, Matakanarama, is approaching its inaugural run with a unique advantage: a team of organizers who deeply understand their target audience. Founders Scott Mueller, robert Newey, Finn Geraets, and Michael Coutts are betting on a combination of affordability, adaptability, and community to navigate a challenging market.
Here’s a look at their approach and why they believe Matakanarama is positioned for success.
Understanding the Modern Festival-Goer
These aren’t seasoned festival veterans; they are the festival-goers. This key insight has shaped matakanarama from the ground up.The team recognizes the financial realities facing young adults, and that understanding directly impacts their pricing strategy.
“Knowing the crowd we’re trying to appeal to, we have a complete 100 percent direct understanding of the financial situation of a lot of people,” explains Mueller. they’ve deliberately priced three-day tickets competitively, even undercutting larger festivals, to make the experience accessible.
Building a Scalable and Flexible Model
Many established festivals are grappling with massive fixed costs. Matakanarama, however, was designed for agility.
the team intentionally built a festival that’s scalable, allowing them to adapt to changing circumstances. Because they’re in the early stages of operation, they aren’t reliant on huge pre-sales just to break even. This provides a crucial buffer in uncertain economic times.
Here’s how their approach differs:
* Lean Operations: Minimizing fixed costs allows for quicker adjustments.
* Strategic Growth: Focusing on enduring expansion rather than immediate, massive scale.
* Community focus: Prioritizing a loyal audience over chasing sheer numbers.
Navigating a Competitive Market & Recent Festival closures
The recent collapse of several large festivals is a stark reminder of the industry’s fragility. While acknowledging the anxieties, the Matakanarama team remains optimistic.
“There are definitely nerves,” admits Newey, “but I think when you look at a lot of the festivals that are struggling at the moment they’re a lot of the huge operations with massive fixed costs.” their smaller size and adaptable structure offer a degree of protection.
Looking Ahead: Building a Lasting Community
The founders aren’t just aiming for a triumphant first year; they’re focused on building a community that will return year after year.
“I just hope we’ve built a robust enough system that will allow us to survive through these years and if we can make it through these tougher years then we’ve proved to ourselves that we have a pretty good framework for the better years to come,” says Coutts.
Mueller and Newey are currently laser-focused on the next 13 days, ensuring everything is in place for a memorable launch. Their confidence stems from a deep understanding of their audience, a flexible business model, and a commitment to creating a festival experience that’s both affordable and authentic.
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Image Captions (for SEO & Accessibility):
* Image 1: Matakanarama festival organisers (from left) Scott Mueller, Robert Newey, Finn Geraets, Michael Coutts.Photo: Supplied
* Image 2: Matakanarama music festival. Photo: Supplied
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