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PR & Marketing For Festivals – Training Day

02 Mar 2017

£50 – £100


02 Mar 2017
£50 – £100
Event Category:


Wilton’s Music Hall
1 Graces Alley
Whitechapel, E1 8JB United Kingdom



AIF presents an all-day marketing and PR training day for members and non-member festivals.

Featuring a panel discussion, festival case studies and fireside chats, the day will provide insight into various areas of effective marketing and PR.

The event will feature guest speakers from YouTube, Eastern Electrics, The Zeitgeist Agency, Wigwam and Streetteam.


WHEN: 10am-6pm Thursday 2nd March
WHERE: Wilton’s Music Hall (1 Graces Alley, Whitechapel, London E1 8JB).
COST: £50+VAT for AIF members, £100+VAT for non-members, includes tea/coffee, lunch and drinks post-event.
HOW TO BOOK: Contact Renae Brown renae@aiforg.com, 020 8994 5599 (ext 2). Please note that there is very limited space!


10am- 10.30- Doors / networking / coffee.

10.30-10.40- Welcome / Opening comments.

10.45- 11.45: Headline panel discussion on how festival promoters can maximize digital channels with YouTube (David Morgendorf ), Claire Mas (Communion), Farhana Aboo (AEI) and moderated by Rhian Jones (MBW).

11.50-12.35. Festival PR ‘Fireside chat’ with Paul Kennedy (The Zeitgeist Agency) and Ella McWilliam (Full Fat)

12.40-12.55 Engaging fans & ambassador programs, a Street Team presentation – Liam Negus-Fancey (Street Team).

1.00-2.00- Lunch.

2.10-2.30 Standon Calling five-year marketing festival case study- Ami Lord (Standon Calling).

2.35-2.55- Web design, user interface, optimization with Aimée Le Couteur (FutureLearn)3.00-3.15- Brand partnerships with Ben Allingham (WigWam Partnerships).

3:20-3:40—Festival case study with Rob Star (Eastern Electrics).

3:40-5pm- Drinks and networking.






Liam ‎Negus-Fancey – Co-Founder at StreetTeam


Liam Negus-Fancey co-founded StreetTeam (formerly The Physical Network) in 2012 after running the largest under-age events company in the UK, Lets Go Crazy, which sold 65,000 tickets in two years. During that time he noticed a trend in the way people were buying tickets (peer-to-peer) and set out to build a platform that reflected this form of social advocacy.

Today, StreetTeam is the world’s leading peer-to-peer sales software for live entertainment and has recently just closed $10m in funding. It has offices in LA, AUS, NZ London and Poland and sold more than 300,000 tickets in 14 countries. StreetTeam enables its customers to turn their most influential fans into ambassadors who promote their events and sell tickets to their friends in return for rewards. Clients include Bonnaroo, Bestival, Forecastle, Reading, Leeds, Electric Zoo and many more.

Liam has a deep knowledge of the festival and events industry, and specific expertise in peer-to-peer sales and marketing. He sits on the board for several businesses in the live events/marketing sector.


Aimee le Couteur – Creative Director, Futurelearn


Aimée is a User Experience (UX) design leader, with expertise in digital transformation. Working with creative teams across a broad spectrum of businesses including; product, eCommerce, advertising, tech start-ups and publishing, she provides independent digital consultancy to help businesses improve their online presence and sales. She has worked with companies such as Apple, Nestlé, BBC Magazines, Helly Hansen and House of Fraser to deliver compelling local and global projects.

Currently Aimée is Creative Director at the Ed-Tech startup FutureLearn, where she heads up User Research, Brand, UX and Design. Her previous role was Head of UX at Hogarth Worldwide (part of the WPP network).

Her work involves leading teams to create digital brand experiences, websites, apps and social media campaigns by using strategic, user-centred design practices, designed to reach and engage millions of users.

Ben Allingham – Director, WigWam

Ben Allingham

As Head of PR for clothing brand HYPE and Director of WigWam Brand Partnerships, I have sponsored and found sponsors for a wide range of events and festivals including:

  • NME Awards
  • Camden Rocks
  • Lovebox
  • Ibiza Rocks
  • Rise Festival
  • Warehouse Project

The business concentrates on headline sponsors, backstage partners and bespoke gifting suites in dressing room compounds.

Coming from a music background (performer and manager in the US and UK) I’ve always tried to help festival and events keep ticket prices down and/or help find the income for that all important headliner.


Paul Kennedy – Director and Founder, The Zeitgeist Agency

Paul Kennedy Image

Paul founded Zeitgeist seven years ago as a comms agency working with festivals, brands and start-ups in the tech and hospitality sectors.   Zeitgeist quickly developed into one of the UK’s most exciting and forward thinking agencies and whilst it has grown into other sectors, music and festivals remain very much at its core. Festival clients include Kendal Calling, Roskilde, Standon Calling, Flow Festival, Sonar and Reading and Leeds and Zeitgeist have won awards for their festival PR campaigns.  The company works on music campaigns for brands such as ASOS, Dr. Martens, Fred Perry, Warchild and the NHS.

Claire Mas – Head of Digital, Communion

Claire Mas

 Claire Mas is the Head of Digital at Communion Music Group, the respected independent music company that includes Communion Records (Bear’s Den, Dan Croll), Communion Publishing (Catfish and the Bottlemen, Banfi), and live promoter arm Communion Presents (James Bay, George Ezra, Jack Garratt, Daughter).

 She is responsible for developing and executing end-to-end digital strategies for all Communion’s artist campaigns, live events, and central brand activities and communications. This includes digital marketing, social media, CRM, e-commerce, data and analytics, and involves working closely and creatively with partners across the music value chain, including artists, managers, agents, DSPs, content creators and publishers.

Rhian Jones – Freelance Journalist, HITS and Music Business Worldwide


Rhian Jones is a freelance music business journalist based in London. Her career started as an apprentice to education journalist Janet Murray, before joining music industry trade title Music Week as staff writer. Over the course of three years she rose the ranks to news editor and left with a solid understanding of the inside goings on of the music industry. After leaving to go freelance in 2015, Jones now writes about the UK music business for US title HITS, and is contributing editor at Music Business Worldwide, where she helps compile the daily newsletter, writes stories, features and conducts interviews. Other titles she’s written for include the Guardian, Independent on Sunday, Billboard, Music Ally, Company and Sunday Telegraph.

Rob Star – Eastern Electrics

Rob Star

Rob has been promoting parties from the age of 16, putting on parties in secret locations for his mates at school, a hobby which continued when he moved to London to study at Goldsmiths in 1996. To get some proper industry experience, he got a job working for Universe on their massive Tribal Gathering raves, before moving onto homelands festival and running promotions for home nighclub in both London and Ibiza.

In 2003 he set up on his own full time, starting the hugely successful warehouse party ‘mulletover’, which grew from a 500 capacity illegal rave to a 5,000 strong international brand with parties in London, Croatia and Ibiza. In 2008, he had an ambition to move into the festival market, so started Eastern Electrics which had its initial home under railway arches in Great Suffolk Street. This event grew organically into a festival in 2012 and has been held every year since. It is now a 20,000 capacity one day festival held on the first Saturday of August.

In his spare time, Rob also operates 5 pubs in North / East London (All with Star in the name) and a street food market in Shoreditch called Last Days of Shoreditch.

Ami Lord – General Manager, Standon Calling

Ami Lord Pic (2)

Ami Lord has been General Manager at Standon Calling since 2016. She has worked in the Music & Live events industry since 2010, working as Marketing executive for BBC Worldwide live events, and Marketing Manager for Eat Your Own Ears.  Prior to her role at Standon Calling she has also been a freelance event manager, providing marketing, production, operation and artist liaison services to a range of clients including the Royal Albert Hall, Workers Beer Company, Green Man, End of the Road and Field Day.  Over the past two years at Standon Calling, Ami has overseen a full review of the marketing strategy and worked with the Standon team to implement a re-brand for the festival.

Ella McWilliam – Co-Director, Full Fat

Ella McWilliam

Ella is a PR and Communications Specialist and founding member of Full Fat. As a Co-Director of Full Fat, Ella has delivered and overseen PR campaigns for entertainment, culture and lifestyle brands across Europe. Recent successes and current festival projects include Also festival, Electric Castle, Field Day, Fresh Island, GALA, Hideout, Liverpool International Music Festival, Mighty Hoopla, Way Out West (in collaboration with Visit Sweden) and Wychwood.

Incorporating Full Fat with her fellow Directors in 2012, five years on the agency has established itself as a market leader in the boutique lifestyle, culture and entertainment sectors. Full Fat cares about entrepreneurial energy, creativity and experience. They help their clients achieve great things by creating narratives that inspire and engage the zeitgeist. The agency is made up of a team of 12 passionate, tenacious, unorthodox, innovative, creative communicators providing clients with a conduit between grassroots culture and mainstream entertainment.

Full Fat recently received the award for Best PR Campaign for their exceptional work with Liverpool International Music Festival 2016.

Farhana Aboo – Marketing Manager, AEI

Farhana Aboo

Farhana is Marketing Manager at AEI, the company behind leading brands in the electronic music scene including UKF, Drum&BassArena, TheSoundYouNeed, All Trap Music, NoCopyrightSounds and SubSoul.

Qualified at the Chartered Institute of Marketing and boasting an impeccable track record with internationally renowned brands such MTV and Perform Group, Farhana’s experience with marketing, public relations, strategic communications and large international product and event launches has been a major asset to AEI since 2012.  Farhana is responsible for managing successful marketing strategies of all AEI music products.

David Mogendorff – Manager, EMEA Artist Content & Service, Youtube


David joined YouTube in September 2015, following ten years in Talent & Music at MTV UK & International. As part of the EMEA Artist Content & Services team, he works closely with artists, labels and managers as their representative at YouTube and Google Play Music. He ensures artists make the most out their content on the platforms; helping them grow their reach and business, providing the help they need to navigate the ecosystem, facilitating bespoke partnerships, arranging shoots at the YouTube Space studios in Kings Cross, and programming performances at live events. Current projects include Elton John: The Cut, Noisey: The New Breed, YouTube Music Foundry and MTV Cover Of The Month.