7 Essential Steps to Creating a Stellar Festival Line-Up

Festivals are a powerful way to bring people together to celebrate music, art, and culture. At the heart of any great festival is a stellar line-up – the mix of artists and attractions that will excite your audience. A strong festival line-up not only draws attendees and drives ticket sales, but it also shapes the entire event experience. In fact, the live-events industry is booming again, with 151 million attendees at 55,000 concerts and festivals in the first half of 2024 alone, which means competition to craft the must-see line-up is fiercer than ever. Conversely, with rising costs and high fan expectations, a weak line-up can spell trouble – about 90 music events were canceled in 2024 due to various challenges, as noted in Pollstar’s 2025 festival season survey, underscoring that a festival’s talent roster can make or break its success.

If you’re an event organizer planning your next festival, you need to approach line-up creation with both creativity and strategy. From defining your festival’s unique theme to budgeting for headline talent and promoting the finished bill, each step requires careful thought and expertise. Major artists now earn record sums on tour (Taylor Swift’s 2023–24 Eras Tour grossed $2.2 billion, creating a landscape where festivals must compete with soaring artist fees), so festivals must work smarter to attract big names and delight fans. Below, we break down seven essential steps to craft a festival line-up that will get people buzzing – and set your event up for rave reviews and success.

Step 1: Determine Your Festival’s Theme and Type

The first step in creating a successful festival line-up is to clearly define the type of festival you are planning. Is it a techno music weekender in the desert? A multi-genre city fest? A cultural arts and food fair? Identifying your festival’s core theme, genre, or mission will guide all your talent choices. In a crowded events landscape, developing a unique festival concept and theme is the lifeblood of an unforgettable event. A strong theme sets your festival apart from the rest, giving it a distinct identity and built-in appeal.

Start by pinpointing your target audience and musical focus. For example, if you’re organizing an EDM festival around celebrating women DJs, you can zero in on booking the best female electronic artists that your audience will love. This not only hones your line-up search, it also taps into a growing movement for inclusivity – data shows that in 2024, only about 22% of performers at major festivals were female, according to IQ Magazine’s analysis of gender-balanced lineups. A festival highlighting women DJs would stand out and attract fans craving more diversity. On the other hand, if you’re planning a cultural arts festival, your “line-up” might include dance troupes, visual artists, and speakers that fit the event’s theme. Over 32 million people attended music festivals in the US in 2022, many drawn to niche events tailored to their interests – so don’t be afraid to carve out a unique identity. (For more on why fans flock to niche festivals and how to make yours thrive, check out our guide on understanding the appeal of niche festival markets.)

Defining your festival type and theme up front makes the rest of the line-up process much smoother. It creates guardrails for the kinds of talent you’ll pursue and ensures your event feels cohesive. It also helps you identify “must-have” acts versus those that might not fit the vibe. Once you’ve articulated the festival’s vision – be it celebrating Afrobeat culture or showcasing the next generation of rock bands – you’re ready to move on to budgeting and scouting talent within that framework.

Step 2: Create a Realistic Talent Budget

With your festival concept in mind, the next step is to create a budget – specifically, a realistic talent budget. Booking artists can be the single largest expense of a festival, so it’s crucial to crunch the numbers early. Start by determining how much total funding you have for the event (from ticket revenue projections, sponsors, etc.), then decide what portion will go toward talent fees. Many major festivals allocate roughly 40% of their total event budget to artist fees and related talent costs. This ensures other vital areas (production, marketing, operations) aren’t starved of funds. Given industry trends, experienced producers often recommend capping talent spending at around 45% of your budget – enough to secure great acts, but not so much that you can’t pay for stages, sound, and safety.

Talent costs have risen sharply in recent years, so be prepared. A French study found that artist fees jumped 30–40% on average since 2020, as detailed in reports on rising festival talent costs. It’s not unusual now for 40–50% of a mid-sized festival’s expenses to go to talent, up from 25–30% a decade ago, creating fierce competition for top-tier festival talent. Big headliners know their worth and demand higher guarantees, especially when a single superstar’s tour can gross millions per night. For example, mega-stars like Beyoncé or Coldplay might command fees well into seven figures, which can devour a festival’s budget if unchecked. Pro Tip: Determine your overall budget based on conservative ticket sale estimates, then set a firm cap on talent spend (e.g. “no more than $500,000 on talent”) before you approach any artists, a strategy crucial for coping with soaring artist fees. This discipline will force you to prioritize the acts that deliver the most value.

When allocating your talent budget, think strategically. One common approach is the “60/40 rule” – allocate about 60% of your talent dollars to headliners and major acts, and 40% to all other performers combined, a tactic for mastering festival talent booking strategies. In practice, this might mean one or two big names get a substantial fee while dozens of smaller artists split the remainder. For instance, a festival with a $200,000 talent budget might spend roughly $120,000 on two headliners (say $70k and $50k each), and use the remaining $80,000 to book 15–20 supporting acts to curate lineups that wow fans. This balances star power with depth – you get a few marquee names to sell tickets, plus a rich undercard of emerging talent to create a full experience. (It also hedges your bets; if one headliner cancels, you still have plenty of other acts to satisfy fans.) The table below illustrates an example budget breakdown for a mid-sized festival versus a mega-festival:

Table: Approximate budget allocation comparison. Notice how the mid-sized festival devotes nearly half its budget to talent, whereas the mega-festival holds talent costs closer to a third. This reflects a real pattern: smaller events often must spend proportionally more on artists to attract crowds, while giant festivals rely on scale, sponsorships, and brand reputation to land headliners more cost-effectively, reflecting the talent wars in the 2026 festival landscape.

As you finalize the budget, research going rates for the kinds of acts you want. A rising indie band might charge a few thousand dollars for a festival set, while a top-tier headliner might require $100k+. Prices also vary by market (a K-pop act might command more in Asia than in Europe, for example). Reach out to booking agents for ballpark quotes early – this will help shape a realistic budget. And always build in a contingency (5–10% of talent budget) for surprises, like an artist jumping in price after a new hit song or needing to book a last-minute replacement. For an in-depth guide on planning the perfect budget for your event, take a look at creating and optimizing the production budget for your music event.

Step 3: Investigate and Scout Potential Talent

Now comes the fun (and challenging) part – finding the right talent for your line-up. With your theme and budget in hand, start compiling a list of potential artists, performers, or attractions that fit your festival’s vibe. This phase is all about research and resourcefulness. Tap into multiple channels:

• Booking agents and talent directories: Most established artists are represented by booking agents or managers. Identify which agents handle artists in your genre. Many major agencies list their rosters online, and artists’ websites often provide booking contact info. Building a good rapport with agents can open doors to more talent (we’ll talk more about outreach in Step 4).
• Local venues and scenes: Check out local clubs, concerts, and open mics in the region of your festival to discover rising stars. Often, the next big festival act is playing small venues today – catching them early not only saves money but adds authenticity to your line-up. For example, if you’re planning a festival in Southeast Asia, note that countries like Thailand and Indonesia have burgeoning music scenes, as seen in emerging festival markets in Asia Pacific. Booking a mix of international headliners and popular local acts can draw regional audiences and show you understand the market.
• Online platforms and social media: Scour platforms like SoundCloud, YouTube, Bandcamp, and Instagram for buzzworthy talent. An artist going viral on TikTok in 2025 might be a major festival draw in 2026. Look at streaming statistics, follow music blogs, and watch who’s trending on Reddit or industry charts. Just ensure internet buzz translates to live performance skills – an artist who sounds great in studio might need experience on stage.
• Industry events and networks: Attend or follow industry showcases and conferences (SXSW, ADE, local battle-of-the-bands, etc.) to spot promising acts. Networking with other promoters and talent buyers can also provide leads – sometimes agents or managers will tip you off that their artist is looking to play more festivals this season.

While scouting, keep your audience in mind. Ask yourself: which artists will your attendees be excited about? Aim for a balanced line-up that offers something for everyone in your target demo. For a music festival, that could mean securing a couple of big crowd-pleasers, a few mid-level bands with dedicated followings, and some emerging artists for freshness. If it’s an arts festival, perhaps a mix of well-known presenters plus exciting new talent in the field. Many top festivals use a tiered approach (headliners, mid-tier, newcomers) to structure their line-up and budget accordingly.

Also, don’t forget to vet the reputation and reliability of potential acts. Before you fall in love with a performer, do a background check: look at their past live reviews, check if they’ve canceled shows frequently, and see how they conduct themselves publicly. Warning: Always perform due diligence on artists for any red flags, a key step in scandal-proofing your festival lineup. Savvy festival organizers research beyond just hit songs – they dig into news archives and social media to ensure a performer isn’t embroiled in scandals or known for no-shows. It’s better to catch any controversy before you book an act, rather than face a PR nightmare later (many veteran producers now include morals clauses in contracts to allow dropping an artist who sparks outrage, effectively managing controversial artists with integrity). For guidance on this, see Scandal-Proofing Your Festival Lineup: Managing Controversial Artists with Integrity on our blog.

Lastly, think long-term as you investigate talent. The superstars of tomorrow might be playing early slots today. Some festivals make it a point to identify and elevate a few fast-rising artists each year – giving them a prominent slot or special collaboration. Not only does this future-proof your festival’s cachet, it can create memorable “I saw them first!” moments for fans. As one strategy, spot the emerging artists who have potential to be headliners in a year or two by future-proofing festival lineups for 2026 and beyond, and consider booking them now. It’s a calculated risk that can pay off big if you’re ahead of the curve (and it’s satisfying to support new talent!).

Step 4: Reach Out to Artists and Agents

Once you’ve identified a roster of ideal performers, it’s time to reach out and start making offers. In the festival world, outreach typically happens through booking agents or managers, especially for established acts. Craft a professional, persuasive pitch about your event. Your goal is to excite the artist about playing your festival and assure their team that your festival is legit.

When contacting an agent/manager, include key details: the festival name, dates and location, expected attendance, the musical focus or theme, and why you think their artist is a great fit. Highlight anything that might entice them – for example, notable past headliners, unique festival features (like a renowned stage or amazing location), media coverage, or an enthusiastic fan base in that region. If your event is newer or smaller, you might emphasize the personal touch (e.g. “We’re capping attendance at 5,000 for an intimate vibe – perfect for engaging closely with fans”). Be clear about the offer: mention the slot you have in mind (headline? afternoon set?), the proposed fee or ask for their quote, and what accommodations or perks you provide (travel, lodging, hospitality). Essentially, you want to paint a picture that makes the artist’s team say, “This looks like a great opportunity.”

Expect some back-and-forth. Agents receive many inquiries, so if you don’t hear back immediately, don’t panic. A polite follow-up a week later is acceptable. If an agent passes on one artist, they might suggest another from their roster – stay open to alternatives. Professionalism is key: responding promptly, answering questions, and being honest about what you can offer will set you apart from less organized promoters. Remember that agents talk to each other – your reputation matters. If you develop a reputation for being communicative and reliable, it will get easier to book talent in the future.

Pro Tip: When negotiating, focus on building a relationship, not just a one-time deal. If an agent’s initial quote is beyond your budget, respectfully explain your constraints and see if there’s flexibility (or discuss options like shorter set lengths, routing shows, etc.). Often they can find a middle ground if they believe in your event. And always honor your promises – paying deposits on time, providing the agreed hospitality, and running a smooth show. Over time, as you prove your festival is well-run and artist-friendly, agents may proactively send you their other acts for future line-ups, streamlining talent buying for your festival!

While bigger artists will always go through agents, for some smaller local acts you might reach out directly. Use social media or email contacts on their website. The same principles apply: be clear, courteous, and provide all info they need. Local artists may be more flexible and excited to join, especially if it’s a hometown festival or a chance to play alongside bigger names. Just ensure you still formalize agreements (even a simple performance agreement or email confirmation of terms) so everyone’s on the same page.

Step 5: Book and Confirm the Talent

Once artists have expressed interest and negotiations are underway, it’s time to lock in your line-up with contracts and confirmations. This step turns tentative “yeses” into official commitments. Typically, the process will involve:

• Issuing contracts: For each act, you’ll send a performance contract (often via the agent or directly to the artist’s management). This contract should cover all the important details: performance date and time (or window, if exact time TBD), venue/location, set length, agreed fee and payment schedule, any travel or accommodation provided, technical needs (per the rider), merchandising splits, and any special terms (e.g. exclusivity or radius clauses). It’s wise to include a force majeure clause (for unforeseeable cancellations like weather) and a cancellation policy (what happens if either party cancels).
• Deposits and payments: Most artists will require a deposit to confirm the booking – often 50% upfront and 50% closer to the event or on the day of show. Ensure you have the cash flow to send deposits as scheduled; a late deposit could sour the deal or make agents question your reliability. Keep records of all payments and confirm receipt with the artist’s team.
• Advance the details: As artists sign on, begin the “advance” process – collecting all the info needed to host them properly. This means obtaining their technical rider (list of audio, lighting, and stage requirements), hospitality rider (backstage needs like catering or green room setup), and travel details (names for flights, etc.) if you’re handling logistics. Bigger festivals often have dedicated artist liaisons or production managers to handle this communication. For smaller events, it might be you wearing all these hats – stay organized!
• Schedule & logistics: Start plotting out the festival schedule with your confirmed acts. Decide who plays on which day (if multi-day) and which stage. Try to stagger artists in a way that minimizes genre overlap clashes – e.g. if two artists share a fanbase, don’t make their sets conflict directly. Also consider practical needs like changeover times, headliner curfews, and local sound ordinances. Begin drafting a production schedule that incorporates soundchecks, set times, and changeovers.

During the booking phase, be prepared for some negotiation and problem-solving. You might have an artist who can only perform on Saturday instead of Sunday, or a headliner that requests an extension of curfew. Be as accommodating as possible (within your event’s limits) and update contracts accordingly if details change. It’s better to address special requests now than face surprises on show day. For instance, some artists insist on a “radius clause” – meaning they won’t play another show within X miles and Y days of your festival. This is to ensure your event is special for that market. Understand these clauses and negotiate a radius that makes sense (too large and it could block your artist from other income, too small and it might not protect your ticket sales – a 90-day, 150-mile radius is a common compromise for festivals). If you’re unsure, seek legal advice or consult industry forums for standard practices.

Finally, keep communication tight. Once an act is booked, maintain a clear line of contact. Send a welcome email confirming they’re on the bill, reiterate key info (like “you’re scheduled for the Main Stage on Saturday night, 9pm”), and let them know you’ll follow up closer to the date with final details. This helps artists feel confident that your festival is organized and that they’re in good hands. It also reduces the chance of misunderstandings. By the end of Step 5, you should have a roster of artists officially booked for your festival, with signed agreements and deposits in place for each.

Step 6: Promote Your Line-Up and Build Buzz

With a fantastic line-up coming together, it’s time to shout it from the rooftops! Promotion and PR are critical to a successful festival – after all, even the best line-up won’t matter if people don’t know about it. Start by developing a marketing plan that highlights your line-up’s strengths and unique appeal.

Begin with an official festival announcement once your headliners or key acts are confirmed. This could be a poster or video reveal of the initial line-up. Many festivals do a phased approach: announce a few big names first to drive early ticket sales, then roll out the full line-up or additional phases over time. Craft a press release and send it to music press, local media, and industry outlets, emphasizing what makes your event special (e.g. “First all-female EDM festival line-up in our region,” or “Headliner’s first performance in Australia in 5 years”). Leverage artists in the announcement too – provide them graphics or links so they can share with their fanbase on social media, exponentially expanding your reach.

Utilize multiple promotion channels:
– Social media: This is your direct line to potential attendees. Post engaging content on Facebook, Instagram, X (Twitter), TikTok – wherever your target audience hangs out. Tease artist announcements (“We just booked someone massive – stay tuned!”), share artist profiles or music videos, run ticket giveaways, and encourage user-generated content (like playlist contests or “which act are you most excited for?” polls). If you’re still finalizing bookings, you can still create buzz by posting hints or behind-the-scenes looks (“Stage production meeting today – this lineup is ?!”).
– Event & ticketing platforms: Ensure your festival line-up is front and center on your website and ticket page. Use eye-catching visuals (festival poster with all artist names) and update it as new acts are added. Write artist bios or blog posts that delve into why each act is exciting. (For tips on overall festival marketing strategy, check out how to market a music festival on our blog.)
– Traditional media and partnerships: Depending on your budget and event scale, advertisements via radio, print, or billboards can help reach local audiences. Partner with local radio stations or music publications to promote the line-up – e.g. a radio sponsor might run ads or let you do artist ticket giveaways on air. Consider press events or launch parties if suitable (some festivals hold small gigs or DJ nights to preview the festival line-up).
– Influencers and communities: Identify influential figures or groups in your festival’s niche. Maybe there’s a popular YouTuber who covers metal festivals, or a TikTok dancer who loves the DJs you booked. Partnering with influencers who resonate with your audience can personalize the promo. Likewise, tap into community forums (subreddits for festival-goers, Facebook groups) to share your line-up news and engage directly, but do so authentically – heavy-handed promotion can backfire in these spaces.

Throughout all promotion, emphasize the experience that your line-up offers. A festival isn’t just a collection of artists; it’s a chance to see a unique combination of performances all in one event. In 2026’s competitive concert market, remind fans that for the price of one ticket, they get to enjoy many different artists and discover new favorites, a major advantage of festivals versus stadium tours. That value proposition – the community vibe and multi-artist magic – is something standalone arena tours can’t provide. Use your line-up to tell a story: perhaps how it blends legends and newcomers, or how it’s curated to take the audience on a journey. This narrative will make your marketing more compelling.

Finally, engage with feedback and momentum. If certain acts in your line-up are generating huge excitement online, lean into that – feature them in an ad or make sure they have a prime spot in the schedule. If you add a new act last-minute, announce it proudly (“Surprise guest added!”) to reinvigorate buzz. And as the festival draws near, double down on communications: set times, festival app with line-up info, and any special line-up related experiences (meet-and-greets, afterparties featuring the artists, etc.). Your promotional efforts should crescendo alongside the anticipation!

Step 7: Finalize the Line-Up and Prepare for Show Day

The last step is to finalize all line-up details and make sure you’re prepared to run the show. By now, you should have all your acts booked and announced. Finalizing the line-up involves confirming every artist’s slot, communicating schedules, and being ready with contingency plans.

First, polish your festival schedule. Assign set times to each artist and finalize which stage or area they’ll perform on. Pay attention to flow: stagger genres and popularity to avoid bottlenecks (for example, don’t put two hugely popular bands at the same exact time on different stages – you’ll split the crowd and force fans to choose). Also consider energy levels: you might want high-energy acts earlier to get the crowd going, or save an especially chill act for a daytime slot. For multi-day festivals, balance each day so one isn’t far weaker than the others, unless you intentionally have a “main day.” Once you’re happy with the schedule, circulate it internally and send it to all the artists and their teams. This includes load-in and soundcheck times, performance times, and any artist meetings or press obligations you’ve arranged. Ensure everyone acknowledges and is on the same page.

Next, wrap up any loose ends in contracts and logistics. Collect any outstanding paperwork (e.g. W-9 tax forms for U.S. artists, travel document copies for international acts) and make final payments as required by contracts (some might require the remaining balance payment a week before the show, others on the day of). Check that all hospitality and technical requirements are arranged: stage plots, backline instruments, hotel rooms – this is when your earlier advancing pays off. It’s wise to create a master contact list with each artist’s tour manager or point person’s phone number for quick communication during the event.

Despite your best planning, staying flexible is crucial. Line-ups can evolve even at the last minute. Perhaps an act drops out due to illness or a missed flight – have a plan for how you’ll fill the gap or adjust schedule. Some festivals keep a “backup” artist or local DJ on standby for such scenarios (even if they’re not advertised, they can jump in to keep the energy up). If a replacement isn’t available, be ready to extend another act’s set or curate a special DJ playlist to cover the slot. Communicate any changes to attendees promptly via stage announcements, the festival app, and social media to manage expectations.

Warning: Always communicate transparently with your audience about line-up changes. Fans understand that things happen, especially when you’re dealing with dozens of performers. If a popular artist must cancel, announce it as soon as confirmed and, if possible, announce your substitute plan at the same time. Honesty and a proactive response go a long way in maintaining trust.

As the festival date nears, double-check all promotional materials and on-site signage against the finalized line-up. Nothing’s worse for an artist (or fans) than seeing their name misspelled or set time wrong on the official program! Have your stage schedules printed and display them clearly at the event. Brief your stage managers and MCs on how to introduce each act properly.

Finally, enjoy the show! By finalizing your festival line-up through these seven steps – defining your concept, budgeting smartly, scouting talent, locking in deals, promoting widely, and tying up all logistics – you’ve set the stage for an incredible event. A great line-up, carefully curated and well-executed, is the engine of festival success. It creates the magical moments people remember for years. With preparation, flexibility, and a passion for the music and culture you’re showcasing, your festival will not only draw a crowd but leave them counting down until your next edition. Here’s to a festival line-up that truly shines and an event that delivers an unforgettable experience for all!