Glastonbury – long celebrated for its muddy charm, grassroots energy and resistance to commercialisation – has quietly crossed a threshold.
Once a sanctuary from overt branding, this year’s edition painted a different picture. Influencers flooded the fields, and while banners and big logos were still absent, the brands were unmistakably present – just hidden in plain sight.
Welcome to the new era of Glastonbury: where influencer marketing is rewriting the rules and giving brands a way in, without breaking the spirit of the festival.
From Anti-Brand to Brand-Inspired
Historically, Glastonbury has been the rebel child of UK festivals. With its strict no-branding policies and disdain for corporate freebies, it has always been about the music, the mud, and the movement.
But scroll through Instagram this year, and the narrative shifts. Influencers – once side-lined – became the storytellers of the festival. And where the storytellers go, brands follow.
Through collaborations with the right voices, companies managed to insert themselves into Glastonbury’s narrative – subtly, cleverly, and in ways that felt native to the audience’s feed. The shift wasn’t jarring. It was almost seamless.
Why Influencer Marketing Works
It’s no secret that influencer marketing is thriving. According to industry data, 90% of marketers agree that influencer content delivers better engagement than brand-generated posts, while 83% report higher conversion rates.
For a festival like Glastonbury, where authenticity is king, influencer marketing offers a low-friction, high-impact entry point for brands.
Instead of fighting for billboard space, smart brands are showing up in pre-festival packing videos, outfit diaries, and candid muddy field moments – all through people the audience already follows and trusts.
Case in Point: Roka and the ‘Pack With Me’ Play
One standout example came from Roka, a sustainable backpack brand that partnered with fitness influencer Mary McCarthy. In a pre-Glastonbury “pack with me” video, Mary casually featured Roka’s bags as part of her essentials checklist.
There was no pushy sales message. No flashy logo placement. Just good content – and a smart brand knowing when to blend in. It was subtle, organic, and, most importantly, it felt real.
Sprout’s 2025 Q2 Pulse Survey backs this approach. It found that authenticity is the number one driver of online engagement, especially among Gen Z. With 19% of this group more likely to call out brands for inauthentic influencer campaigns, the pressure is on for marketers to get it right.
Burberry’s Nostalgic Nod
Not every brand nailed it with subtlety – but some went bold in the right way. Burberry’s Instagram post featuring Alexa Chung in Burberry wellies was a masterstroke. It tapped into Glastonbury nostalgia by referencing Kate Moss’s iconic 2005 look.
The result? A visual that felt more like cultural commentary than marketing.
The post generated an estimated $100,389.34 (£74,076) in earned media value (EMV) – roughly the equivalent of 200 Glastonbury tickets. That’s what happens when brands don’t just show up – they show understanding.
Glasto vs Coachella: Two Different Games
If Glastonbury’s 2025 edition marked the cautious entry of brands through influencers, Coachella is already playing in the big leagues. In April, Revolve alone amassed $1.4 billion (£1bn) in EMV across just two weekends.
The takeaway? There’s cultural capital in festivals, and when activated through the right channels, the return can be enormous. Glastonbury doesn’t need to become Coachella – but its recent shift shows it’s no longer off-limits for clever, culture-savvy marketers.
Lessons from Free People and the VIP Experience
Another winning brand was Free People, who leaned into the boho-chic aesthetic that screams “Glastonbury.” They hosted a VIP pop-up hotel, dressing influencers and guests in festival-ready fits that aligned perfectly with the event’s free-spirited vibe.
They didn’t force themselves into the spotlight – they were the vibe. This kind of alignment is exactly what audiences crave and what marketers must strive for if they want to make an impact.
Planning for 2027: The Influencer Opportunity
With Glastonbury taking a fallow year in 2026, brands have breathing space to plan for a 2027 return.
But this isn’t about throwing money at the trend. It’s about crafting meaningful, strategic partnerships that align with both your brand values and the cultural essence of the festival.
Here are three takeaways for marketers eyeing the next Glasto:
- Choose the right influencers – They should genuinely align with your brand and Glastonbury’s ethos. The wrong fit will backfire.
- Be agile and reactive – Festival moments happen fast. Your marketing team needs the creative freedom to jump on them.
- Stay authentic – If your brand doesn’t belong there, don’t force it. Audiences know the difference between organic and opportunistic.
Final Thoughts: A Cultural Shift, Not a Corporate Takeover
Glastonbury 2025 showed us that the festival isn’t immune to the influence of influencer marketing – but it’s far from selling out. Done right, brand activations through influencers can feel natural, respectful, and even memorable.
This isn’t about disrupting the Glastonbury soul. It’s about quietly becoming part of the story.
For brands willing to listen, adapt, and stay true, 2027 could be a golden opportunity to connect with culture – not just through ads, but through moments that matter.
Because in a world where audiences are hyper-aware and constantly scrolling, authenticity is the only currency that counts.
