Montreal’s Osheaga music and arts festival is one of Canada’s most popular outdoor music events with over 135,000 attendees visiting Parc Jean-Drapeau between July 31 and August 2. This year was the festival’s 10th anniversary and to celebrate its continued success we monitored its popularity on social media with Canadians and brands.
1. #Osheaga2015 and @Osheaga reached 180 million people.
The event’s official Twitter handle and its promoted hashtags reached more than 180 million people in between July 30 and August 5, from 15,057 unique authors. To put it into perspective, that’s 111 fold greater than the population of Montreal.
2. Twitter is the primary vehicle for the conversation.
Twitter dominated the conversation with more than 16,772 sent through its platform. Instagram came second with 1,652. Osheaga fans participated on Instagram at a much higher frequency than those supporting Toronto’s Pan Am Games.
3. It is a national festival.
While the event is held in Montreal, Canadians from across country descend on the city to take part. Montrealers contributed 47% of the conversation on Twitter, with Toronto, Ottawa, Halifax and Calgary contributing 28%, 9%, 4% and 2% respectively.
The festival is also bilingual with over three-quarters of messages on Twitter having been written in French.
4. Fashion brands used influencer marketing.
Summer festival clothing has risen in popularity alongside the number of festivals in Canada. On Instagram nine of the top 10 influencers were fashion brands such as Garage or fashion and lifestyle bloggers.
Here’s how they rank:
|Instagram Handle||Follower Count||Contact type|
|1||#Garagefestival||241.2 K followers||Brand|
|2||Dynamite Clothing||93.1 K followers||Brand|
|3||Ardene||83 K followers||Brand|
|4||LOULOU Magazine||32.4 K followers||Publication / Blog|
|5||othboutique||26.5 K followers||Publication / Blog|
|6||Julia Mateian||24 K followers||Publication / Blog|
|7||Le Cahier||20.8 K followers||Publication / Blog|
|8||Osheaga||18.5 K followers||Event hashtag|
|9||Herby Moreau||14.5 K followers||Publication / Blog|
|10||B Public Relations PR Agency||14.1 K followers||Fashion Beauty PR Agency|
5. Twitter was all about the music.
While Instagram’s most influential accounts were about fashion Twitter was dominated by bands and the music industry.
Here’s how they rank:
|Twitter Handle||Follower Count||Contact type|
|1||@BillBoard||2.9 K followers||Music Magazine|
|2||@pitchfork||2.7 M followers||Music Magazine|
|3||@Weezer||1.6 M K followers||Band|
|4||@afpfr||1.1 M followers||News service|
|5||@Much||890.1 K followers||Music Channel|
|6||@ComplexMag||722.8 K followers||Culture & Music Magazine|
|7||@FashionCanada||648 K followers||Fashion Magazine|
|8||@G_Eazy||600.4 K followers||Music Artist|
|9||@weathernetwork||566.8 K followers||Weather|
|10||@HotNewHipHop||517.2 K followers||Music Blog|
6. The top negative posts about Osheaga are about longing for its return.
On Instagram “I miss it.”.