How Northfield sold out before the line-up
Forty thousand tickets, three weeks early, with no names on the poster. What we made, and why it worked.
Festivals sell on their line-up. That was the problem: Northfield's wouldn't be ready until June, and the money was needed in March.
So we sold the place instead. One colour, one shape and a promise: the warmest weekend of the summer, whoever is playing.
By the time the first act was announced, there were no tickets left to sell.
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