The 2011 festivals season has already kicked off, with South By Southwest closing its 25th anniversary event last month. Sponsors have long been essential to support festivals, leveraging the events in increasingly imaginative ways, but the festival organizers are working hard too. While the majority of those we spoke to said taking ownership of the festival and keeping strategy close to the chest was helping them to convey the culture of the festivals, some found they were falling short in the digital stakes.
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