With a multitude of music festivals each year, festival organizers are increasingly seeking ways to distinguish their brand among patrons. The longevity of many festivals is based upon successfully converging music, visual arts, and immersive environments to sell tickets--often it’s the ancillary entertainment that defines a festival to make it a destination experience. From iconic festivals Coachella to LIB, Boom-Portugal and Glastonbury, visual art can be as important as the music to a festival goer’s social sharing experience. This panel will delve into the elements which make an impact on the identity, personality and success of a festival and the future of music festival environments.