Pinkpop

Explore how music festival Pinkpop can expand its brand reach and audience engagement in the Euregion by developing a data-driven, culturally sensitive marketing approach that strengthens cross-border visibility and ticket sales in Belgium and Germany.

The Project

The Project

Pinkpop is the Netherlands’ most iconic music festival—a name that has defined generations of live music lovers. Every year, tens of thousands of fans gather in Landgraaf to experience an unforgettable mix of global superstars and emerging legends. From The Rolling Stones to Ed Sheeran, and from Anouk to Olivia Rodrigo, Pinkpop has become more than a festival—it’s a cultural institution that brings people together through music, atmosphere, and shared experience.

Despite its legendary status and loyal audience, Pinkpop sees a clear opportunity for growth across the borders of the Netherlands. The Euregion—including parts of Belgium and Germany—represents an untapped audience segment where awareness, engagement, and ticket sales can be significantly improved. However, cultural differences, language barriers, and fragmented media landscapes make it difficult to effectively reach and activate these potential visitors.

This PREMIUM project invites students to take on the challenge of helping Pinkpop develop a stronger and more data-informed presence in the Euregion. The goal is to understand the behaviors, motivations, and media preferences of potential festivalgoers in neighboring countries and translate these insights into actionable marketing strategies.

Students will explore questions such as:

  • What factors influence awareness and perception of Pinkpop in Belgium and Germany?
  • Through which channels and messages can Pinkpop best reach these audiences?
  • How can cultural and linguistic nuances be respected while maintaining the authenticity of the Pinkpop brand?

In this project, students will conduct market research, analyze audience data, and explore cross-border communication strategies. It is a research-based assignment focused on uncovering real insights into international audience behavior.

Your findings will help shape future marketing campaigns, strengthen Pinkpop’s brand across borders, and could be directly implemented in the next edition of the festival.

For students interested in music, culture, and international communication, this is a unique opportunity to combine research with real-world impact. Your work will help one of Europe’s most iconic festivals evolve and connect with new audiences—ensuring that Pinkpop’s next chapter continues to make music history.

Do you like this project? Then apply for PREMIUM now!
To the client's website

Research-oriented

In this project, the focus is on “discovering something new”

The Client

The Client

Pinkpop is the most iconic festival in the Netherlands. For five decades, tens of thousands of music lovers have gathered in Landgraaf every year on the third weekend of June for a unique mix of global stars and the legends of tomorrow.

From The Rolling Stones to Metallica, from Ed Sheeran, to Olivia Rodrigo. Pinkpop brings artists to the Netherlands that you won’t see at any other festival. Dutch big names such as Joost, Anouk, and De Jeugd van Tegenwoordig also prove at Megaland that they are world-class.

What makes Pinkpop truly special? The relaxed atmosphere in which generations and musical tastes come together. Immersing yourself in the music on the festival grounds, spontaneous encounters at the bar, discovering hidden parties. In the pink bubble where grand and spontaneous experiences come together. And every year, there are hidden gems to discover on the festival grounds.

With 54 editions behind it and more than three million festivalgoers passing through its gates, it’s no surprise that Pinkpop is in the Guinness Book of Records. Together, we are writing music history.

The 55th edition will take place from Friday, June 19 to Sunday, June 21, 2026, at Megaland in Landgraaf.

Formal Client

This client provides an assignment and perceives the team of students as consultants doing a job for them. The formal client provides guidance and supports the team with feedback, but is not actively involved in project execution.