Why I didn’t go to Thrival Music Festival this year.

Thrival is a music festival in Pittsburgh, PA that just concluded its 5th consecutive year. This year the multi day festival had hometown hero Wiz Khalifa as the main headliner, and other headliners included Logic, Carnage, Griz, Ugly G-D (he replaced Kyle at the last minute).

Sounds great, right? I wouldn’t know. I didn’t go. In fact I have never been to a Thrival festival.


1st. No Identity

The line up seems very rap heavy this year which is awesome but this is the first year that has been the case. Not saying I only go to rap festivals cause I don’t, I have been to All Good, Warped Tour, and Mysteryland. But yes, I do prefer rap concerts / festivals and this the first year that they have had a rapper of note that I wanted to see. Previous years they were very light on the rap presence and then this year it was the majority of the big name artists performing. It seems to me like it could just be a cash grab, like the promoters read the article about Rap being the most popular genre worldwide and so they were like, yo… this year lets see what having rappers does for us.

I am kind of dismayed that a festival that has been running for 5 years has yet to find its identity. You don’t have to be heavy on one genre or another, and also I get that it takes time to build a brand identity, but 5 years is stretching it.

2nd. Fees

Me and my friends wanted to on Saturday, the night Wiz Khalifa & Ugly G-D would be performing. One day passes were $60. And ok, yes that is a steep ticket price but I also understand that it is a festival and that there’s overheard, artist fees, etc. However, the ticket price did make me and my friends iffy on whether we would want to go until we saw that they were also offering a discount that if you bought 4 tickets as a group, you could get the tickets for $150! Ok, Thrival, dope we are in!

BUT Then Thrival and Ticketmaster wanted to charge $60 in fees. Excuse me? How do you get $60 in fees? That is literally 40% of the cost for the group ticket price. So now the price was $210 for 4 tickets which if you do the math, is $52.50 a ticket after fees… So a $7.50 discount? Your crazy.

3rd. Loyalty

This was a Pittsburgh music festival and the ticket service they decided to use was global giant Ticketmaster, never mind the fact that Pittsburgh is the home of one of Ticketmaster’s competitors, Showclix.

As someone who went to school for Entertainment Management I notice the small things like this and it’s annoying that they didn’t have the where with all to consider using the hometown brand.

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