Groundswell

&

Venue Ad Network

A New National Experiential Channel, built Inside Independent Music Culture

FIELD MARKETING MADE EASY

Groundswell and Venue Ad Network (VAN) have partnered to create a scalable experiential platform across 110+ independent music venues and festivals nationwide.

This is where culture starts, and where attention actually lasts.

Audiences spend hours here, not seconds.

We combine:

  • VAN’s national venue footprint

  • Groundswell’s experiential execution engine

What You Can Achieve

  • Drive product trial across multiple markets simultaneously

  • Build brand presence in culturally influential spaces

  • Launch coordinated national programs without losing local relevance

  • Create real-world engagement that audiences actually remember

We are giving brands a turnkey way to activate across indie music culture at scale.

TWO WAYS TO PARTNER

LEARN MORE

High Volume

Trial-Focused

Always-on sampling at scale

Overview

Turn VAN’s venue network into a national, compliant field marketing engine designed for product trial, awareness, and repeat exposure.

What It Is

  • Always-on sampling + brand presence across participating venues

  • Turnkey, tiered setups (customizable with brand logos, signage, uniforms)

  • Trained sampling staff executing on-site

  • Centralized reporting portal + post-event recaps

  • Standardized, tiered cost per execution

Why It Wins

  • National reach that still feels local and authentic

  • Built for frequency, scale, and efficiency

  • Quick to launch, easy to replicate

  • Creates a repeatable, measurable growth channel

Deeper Interaction

Experience-Focused

Immersive brand moments inside live venues

Overview

Transform dedicated areas within VAN venues into branded experiences—designed for deeper engagement, content creation, and cultural relevance.

What It Is

  • Pop-up style brand experiences (can layer onto sampling or stand alone)

  • Pre-defined footprints (e.g., 10x10 activations) within active venues

  • Strategic guidance on how brands can show up authentically

  • Staff to manage and run the experience

  • Reporting portal + post-event recaps

  • Tiered pricing based on scope and complexity

Why It Wins

  • Access to premium venue space without full buyouts

  • Built-in audiences are already engaged in the environment

  • Faster, more cost-efficient than traditional experiential builds

  • Designed for shareability, interaction, and brand storytelling

Learn More About North Coast Music Festival