As cannabis legalization sweeps across more U.S. states and consumer demand evolves, cannabis brands are looking far beyond dispensary walls to build relationships with their audiences. One of the most compelling trends to emerge in 2024 and continue into 2025 is the strategic partnership between cannabis brands and music festivals, particularly through the use of rewards and loyalty programs. These collaborations are revolutionizing the way cannabis is marketed, sampled, and experienced—without directly selling the product at the events.
The Festival-Cannabis Synergy
Music festivals and cannabis culture have long shared a natural connection. Both thrive on self-expression, communal vibes, and alternative lifestyles. With major festivals drawing tens of thousands of attendees from a prime demographic—millennials and Gen Z—cannabis companies see an opportunity to not just advertise, but to create immersive, loyalty-driven experiences that go beyond the transactional.
Many states still restrict cannabis sales at public venues, especially festivals, but this hasn’t stopped brands from showing up in a big way. Instead of sales, cannabis companies are using event sponsorships, branded activations, and digital integrations to gather customer data, boost loyalty program signups, and offer reward-based incentives to drive traffic post-event.
Rewarding the Experience
In 2025, several cannabis brands have doubled down on rewards-based strategies at music festivals. Through partnerships with apps like Springbig, Alpine IQ, and Baker, brands are setting up interactive booths where festival-goers can scan QR codes to earn points, enter raffles, or unlock tiered perks just for engaging. This might include anything from exclusive merchandise to future dispensary discounts, backstage meet-and-greets, or VIP passes to after-parties.
For example, Lowell Farms launched a “Farm to Festival” loyalty campaign at Northern California’s Outside Lands, giving attendees the chance to earn points for social media shares, signing up for their SMS loyalty club, or visiting their branded art installation. These points translated into future discounts and limited product drops at local dispensaries.
Similarly, Wyld, known for its cannabis-infused edibles, partnered with Colorado’s Sonic Bloom Festival to offer a mobile game through its rewards app. Users who scored high were rewarded with free festival gear, edible vouchers, and local dispensary credit.
Compliance Through Creativity
Because cannabis can’t legally be sold or consumed on-site at most music festivals, brands have had to get creative. Loyalty programs offer a compliant, data-driven method to connect with consumers and maintain engagement long after the event ends. When a user signs up for a rewards program at a festival, the brand gains valuable insights into customer behavior, demographics, and preferences.
Brands are also integrating geofencing and SMS marketing to drive customers from the event to licensed retail locations. For instance, after registering for a loyalty program at the event, a festival-goer might receive a text the next day with directions to the nearest dispensary and a “thank you” discount code redeemable through the loyalty app.
Building Brand Advocates
These reward-driven partnerships don’t just build buzz—they build brand advocates. Cannabis companies leveraging festivals as loyalty touch-points are seeing stronger retention, increased foot traffic, and heightened brand visibility, especially among younger consumers who value experience over traditional advertising.
As more states loosen restrictions and cannabis gains further cultural acceptance, expect to see these partnerships grow more dynamic. Cannabis brands that align with music festivals through meaningful, reward-based engagement are setting the stage for long-term consumer relationships—and rewriting what cannabis marketing can look like in the lifestyle space.
Would you like a list of top cannabis brands already using this strategy or sample loyalty activation ideas for festivals?