Nameless Festival makes 'dance' 6.5 million turnover

If you are hooked on Neverender, Justice's electro pop catchphrase, chances are that from 14 to 16 June you will have a date around Lake Como. Not for nothing: the French Touch duo will be the absolute star of the Nameless Festival, whose tenth edition is set to attract something like 100,000 spectators, devoted devotees of electronic music. A festival to be danced to, with a turnover of 6.5 million and a induced revenue of 13 million.

"In the last three years our festival has literally exploded," emphasises Alberto Fumagalli, founder and ceo of Nameless, "if we consider that in 2021 we were moving something like 251,000 euro. This is a non-trivial figure, since festivals, by necessity, take years to achieve growth performances that companies in other sectors can perhaps achieve in months. The 2024 edition of Nameless, based on the numbers we have at our disposal, we can say that it will be characterised by resilience compared to last year'.

The historical moment, according to Fumagalli, is very special: 'Gone is the revenge shopping of the post Covid and, at the same time, gone is 18App. Anyone who organises live events has to come to terms with these two realities. If we manage to close on similar numbers in 2024 as we did in 2023, then we owe it to the ability to cultivate our target audience and the increased contribution of sponsors.

On the first side, the difference is made by an offer that ranges from names of international appeal for fans of the genre such as Justice themselves, Boss Noize, Deadmau5 and Hardwell to Italian pop that performs best in the streaming charts, such as Angelina Mango and Annalisa. As for sponsors, 'we went from a contribution that was worth around 5 per cent,' Fumagalli points out, 'up to 20 per cent. This is a sign that the Nameless brand has grown a lot'.

The event aims to continue growing, but 'we want to do it in a different way,' emphasises the CEO. "This is the third edition we are holding in Annone Brianza. Until last year we could consider it an experiment, driven by aggressive pricing and early bird policies. When I say that this is the consolidation edition, I also mean brand consolidation".