Which Ultra? Dance Music Festival, Label and Publisher Share Name but Are Not Connected, Market Confusion Be Damned
variety.comLily Moayeri When it comes to music festivals, becoming a brand name is paramount to long-term success. Consider the dozens taking place concurrently during the spring and summer months.
Unless you’re a Coachella or Lollapalooza, building brand equity over decades years of shows — so that ticket-buyers don’t even necessarily need to know the lineup before committing their hard-earned dollars — how do you stand out from the crowd?
The name Ultra, for instance, is synonymous with dance music — the annual festival takes place this weekend in Miami and is expected to draw upwards of 160,000 people.
Founded in 1999, and named after the Depeche Mode album “Ultra,” it’s not the only dance music entity using the name, however, which has resulted in confusion in the music space and a tangled legal web for entrepreneur Patrick Moxey.
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