POPLIFE Launches Festival Division to Help Beverage Brands Amplify Presence at Music Events

MIAMI & NEW YORK –- POPLIFE, the full-service brand experience and influencer marketing agency behind culturally resonant activations across hospitality, music, and lifestyle, has officially launched its Festival Division - a specialized arm dedicated to guiding brands through the intricacies of crafting impactful experiences at festivals from strategy through execution. The launch marks a formal expansion of POPLIFE’s long-standing work in the festival space and responds to increasing demand for experiential activations that deliver measurable brand value within high-traffic, emotionally charged cultural environments.As brands continue to invest in live experiences to build deeper consumer connections, festivals and live music venues have emerged as powerful cultural stages, especially for Gen Z, who increasingly see them as one of the most trusted and influential brand touchpoints. But while demand for festival presence is at an all-time high, a crowded and fast-moving event landscape has made it more difficult for marketers to identify which opportunities truly drive impact.“Festival options are expanding rapidly, and as more brands are eager to join the scene, they’re looking for partners who understand where and how to deliver cultural impact, while providing executional excellence,” said Tom Tromba, Chief Operating Officer and Festival Division Head. “This new focus allows us to bring even greater strategic expertise and dedicated attention to an ever-evolving festival landscape—delivering more value for our brand partners who are making significant investments in these events as a core part of their marketing plans.”From strategic event selection and contract negotiation to creative footprint design, fabrication, on-site execution, and content capture, POPLIFE’s Festival Division offers end-to-end support for brand teams navigating the often complex festival ecosystem.What sets POPLIFE apart is its ability to bridge culture, creativity, and execution. With deep relationships across the festival ecosystem - including major promoters like Live Nation, AEG, and C3 Presents, top-tier Independents and nightlife/music venues - POPLIFE curates the right opportunities and negotiates on behalf of clients with confidence and leverage. From one-off footprints to multi-city tours, the agency scales brand activations with precision and impact.The division’s debut coincided with Governor’s Ball 2025, where POPLIFE executed festival activations for brands including Jim Beam and 400 Conejos, with additional partnerships lined up across the summer and fall calendar. 

Festival Division Services:

• Festival Strategy & Identification
• Contract Negotiation & Promoter Liaison (inclusive of venues)
• Brand Activation Design, Fabrication & Installation
• Production Logistics & On-Site Management
• Creator & Content Strategy
• Beverage Program Strategy & Concessions Oversight