Branding by Stealth: Lollapalooza's Hidden Agenda As I walked through Grant Park on a sweltering summer evening, surrounded by music and color, one thing became clear: the biggest stars at this year's Lollapalooza weren't necessarily those taking the stage.
Behind the scenes – or rather, in plain sight – dozens of brands were quietly making their move, each with its own unique brand of festival magic.
This year's lineup features an unprecedented number of beverage sponsors, all vying for attention and Instagram likes within a small footprint.