For many festival goers, it’s a time to forget about worries back home and experience something different, but when so many people are having fun around you, it can feel incredibly isolating if you’re not. After all, some issues can’t be left at the gate. But, with the right support and through embracing the universal power and connection of live music, a more connected and inclusive community can be built – this is the continued aim of Absolut and Tomorrowland’s partnership.
Taking place in Belgium each year, Tomorrowland is one of the world’s largest electronic dance music festivals, attracting 400,000 attendees with 16 stages and over 800 DJs. You’ll most likely know Absolut from their vodkas of course, but as part of the Pernod Ricard group they’re also responsible for brands like Beefeater, Malibu, Kahlua and more. The two joined forces in 2017, and it was in 2022 when they started their United We Dance platform. Each year, the committee sit down and pick an issue that’s particularly relevant to the kind of people attending their festivals. This year, that issue is one that has increased massively in recent years – loneliness.
The World Health Organisation declared loneliness a ‘pressing health threat’, launching its own commission to try and tackle the problem. They’ve warned that people, no matter the age, who are lonely or feel isolated are 30% more likely to die early, which is staggering. Of course it’s not just life expectancy that’s affected, but quality of life too. Loneliness is a well-known problem amongst older people, but fewer people know just how much it is affecting younger generations too. Also, research shows that underrepresented groups are more vulnerable to loneliness. Social media, pandemic ramifications, cultural change and so on have all been cited as factors, and of course, a collaboration like this isn’t going to solve such a gigantic problem, but any effort to combat it is meaningful.
In this increasingly online and isolated world, music festivals are a rarity by the nature of festival goers’ open-mindedness to human connection and facilitating cross-cultural exchange, so it’s a great place to try and extinguish some of this loneliness. Onsite and online activities, resources and platforms have been organised, including The Community Booth for meeting people, live podcasts with artists discussing mental health and daily speed networking events. Also, the festival paper will feature columns by renowned DJ and committee member Sunnery James as well as performers, delving deeper into experiences with loneliness. The platform is also looking to use social media for good, by providing platforms to find connections for solo attendees. Tad Greenough, Global Chief Creative Officer at The Absolut Company, said, "We believe the dance floor should be a space where everyone feels welcome. By coming together, we can foster empathy and understanding to drive positive change."
For more details on the United We Dance initiative and how it's fostering connections, visit United We Dance. Through this collaborative effort, Absolut and Tomorrowland are not just offering a festival experience but are playing their small part in creating a more connected and compassionate world. Bravo.