Coachella’s 1999 debut helped redefine the American music festival scene, according to Rick Farman, co-founder of marketing and events company Superfly.

“That was really a pioneering thing in a lot of ways because, at least from a programming format, they brought over what you were seeing out of the European festivals: an eclectic mix of programming,” he told us.

Since then, music festivals have become increasingly popular in the US. In 2008, Superfly created and co-founded its own festival: Outside Lands in San Francisco’s Golden Gate Park, a three-day event that attracts hundreds of thousands of attendees. OSL has taken place almost every year for the past 15 years. At this year’s festival, taking place in August, artists including Kendrick Lamar, Janelle Monáe, and Lana Del Ray are scheduled to perform.

Superfly—which created The Friends Experience and other show-related experiences, as well as events for brands including Uber and Microsoft—helps promote OSL each year in addition to producing it. Ahead of its 15th anniversary, we talked to Farman about how Superfly uses social media to help promote and build excitement for the festival each year.

Read the full story here.—JS

The spotlight is on AI and machine learning in the social media industry. Embracing these technologies means understanding how this dynamic duo plays a larger role in your marketing efforts.

For The 2023 State of Social Media report, Sprout Social teamed up with Harris Poll to survey more than 750 US and UK leaders in social marketing, customer care, and communications. Their goal? To understand what current and future social media success looks like—and how to get there.

Juicy stats include but aren’t limited to:

• 80% of business leaders expect a social media budget increase in the next 3 years.
• 90% of business leaders believe their brand’s success depends on social data to inform strategy.
• 97% of business leaders agree AI + ML will enable companies to analyze social media data more efficiently.

Want to know where you stand? Download the data report.

Wayfair will trial Pinterest’s “clean room solution,” which the platform debuted in partnership with LiveRamp and Albertsons in January.

Wayfair’s trial marks the latest instance of brands showing interest in clean rooms, which are billed as privacy-centric tools that give advertisers, platforms, and publishers a way to securely share their own aggregated data without giving too much away to others.

“In this clean room pilot, Wayfair will get aggregated insight into performance of their ads on Pinterest, with LiveRamp’s privacy-centric data collaboration platform ensuring neither party has access to the other party’s identifiable customer data,” Pinterest told Social Media Today.

When Pinterest initially announced its clean room initiative earlier this year, it said Albertsons would be the “first advertiser using this new solution” to support the grocery chain’s retail media network.

Clean rooms have gained traction as advertisers look for more privacy-oriented ways of reaching audiences in light of increased privacy legislation and the third-party cookie’s phaseout. Companies ranging from Amazon to Google to Roku offer clean rooms. Earlier this year, an IAB report found that two-thirds of advertisers “leveraging privacy-preserving technology” use data clean rooms.—JS

Each Tuesday, we spotlight Marketing Brew readers in our Coworking series. If you’d like to be featured, introduce yourself here.

Jessica Gilmartin is CMO at Calendly, a scheduling software company. Throughout her career, she’s worked at companies including Google and Asana.

What’s your favorite ad campaign? Every time I drive to San Francisco, I see a new Airbnb billboard off Highway 101 that inspires me to pull over, pull out my phone, and peek at the latest amazing homes and experiences listed. I love the purity of their storytelling and the way they create aspirational experiences for their customers. I’m probably not going to book a yurt in the desert for my next vacation, but they make it look very appealing.

What’s one marketing-related podcast, social account, or series you’d recommend? I adore Gobbledy by Jared Blank. It’s not only laugh-out-loud funny, but it also resonates with me so strongly because it promotes the value of “human-speak,” which is what I constantly preach to my team. We’re all just people talking to other people, and we shouldn’t hide behind the comfort of marketing jargon when speaking with our customers.

Read the full Q&A here.

There are a lot of bad marketing tips out there. These aren’t those.

For argument’s sake: Why one chief creative officer thinks the “era of the big rebrand” should stop.

Shifting gears: If you’re interested in becoming a social media consultant, this guide is for you.

Plug and play: Check out these 25 ChatGPT plugins that marketers can use.

The power of storytelling and innovation takes center stage on Wednesday, June 14, at Spring Studios for Tribeca X, a full-day event presented in collaboration with Tubi and BrandStorytelling. This daylong event features panels, networking opportunities, the prestigious Tribeca X Award announcement, and much more.

The clock is ticking! Save $100 on your Tribeca X Day Pass when you use code morningbrew at checkout.

Buy your discounted Tribeca X day pass now.

Mergers and acquisitions, company partnerships, and more.

• Serviceplan Group, a global agency network, acquired a minority stake in the agency L&C NYC.
• Terry Crews has started an agency called Super Serious, with Impossible Foods as its first and only client at the moment.
• Major League Pickleball’s first official automotive partner is Toyota, Marketing Dive reported.

Catch up on a few Marketing Brew stories you might have missed.

• Global ad revenue is expected to grow, but growth in digital may be hitting its peak
• Ad triopoly touts AI at industry event
• A month in, the Hollywood writers’ strike spells ad spend rejiggering