‘It’s not just about showing up at the event’: How this year’s brand partnerships bolstered Laneway Festival more than ever

February 18, 2025 9:59

The 2025 St Jerome’s Laneway Festival featured a more diversified group of brand partners and activations than ever before, and according to Bolster Group’s CEO, James Clarke, brands are showing up in much more functional, meaningful ways.

The 2025 touring festival – which featured the likes of global powerhouses Charli xcx, Clairo, Djo, Barry Can’t Swim, Olivia Dean, and more – was a triumphant success over the past two weekends.

Laneway had record attendance numbers in 2025. Source: Laneway

The shows in Sydney, Melbourne, Auckland, Brisbane, Perth, and Adelaide all hit record attendance numbers, and the festival proved Aussies still care about live music, despite the current crisis plaguing the industry.

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Lauren McNamara

Lauren McNamara is a freelance journalist. She previously spent three years at Mumbrella, most recently as the associate editor. She left her staff role in August 2025.