Good Things Festival

What Good Things Festival does

Good Things Festival is an Australian alternative music festival established in 2018 by a team of seasoned live music industry professionals who have collectively promoted, booked, and managed most of Australia's major music festivals over the past two decades. The festival operates as a single traveling event product held over one weekend each December across three cities: Melbourne, Sydney, and Brisbane, with annual attendance capacity of approximately 107,000. It targets Australian alternative music fans seeking access to premium international and domestic acts across sub-genres, delivered with high-level production in world-class venues.

The core product is the festival experience itself, anchored by tiered ticketing (early bird and general public), multi-stage programming, on-site food and beverage activation, and a curated vendor marketplace. Underlying operational infrastructure includes a dedicated ticketing platform (tickets-gen.goodthingsfestival.com.au), per-city Facebook event pages for community building, an email newsletter for direct fan communication, and a blog featuring lineup news, artist interviews, and competition-driven engagement. There is no proprietary technology platform, mobile application, or AI-based system; the technical stack is standard event-marketing tooling.

The business model is multi-stream. Ticket sales represent the primary revenue base, with additional income generated through multi-year exclusive category sponsorships with major consumer brands (Jack Daniel's, Red Bull, YETI, Asahi, Baxter Vodka, OJALÁ Tequila, among others), beverage pouring partnerships, and vendor/market stall fees. Sponsorship representation is handled externally via Destroy All Lines. The operation is highly lean at six employees and is privately held with no disclosed institutional capital, parent company, or public listing.

Name

Good Things Festival

Legal name

Good Things Festival

Website

https://goodthingsfestival.com.au

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Good Things Festival is an Australian alternative music festival founded in 2018, operating as a single annual three-city December tour across Melbourne, Sydney, and Brisbane, serving niche alternative music fans through ticket sales and exclusive category brand sponsorships.

Ownership category

akta.pro rank

Product category

Live Music Festivals

NAICS

Promoters of Performing Arts, Sports, and Similar Events without Facilities (711320), Performing Arts, Spectator Sports, and Related Industries (711)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Concerts & Music Festivals (THAJAFAA)

akta.pro secondary industries

Arts & Culture Community Festivals (Multidisciplinary Arts Weeks) (MPAGAEAG), Community Music & Dance Festivals (Non-Commercial/Local) (MPAGAEAH)

Keywords

• Alternative music festival
• Live music events
• Festival ticketing
• Music tour promotion
• Event sponsorship

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Personnel, Marketing or Sales, Infrastructure, Others

Revenue model

1. Ticket Sales: Primary revenue stream from selling tickets to festival attendees across Melbourne, Sydney, and Brisbane venues. Tickets are sold through the official ticketing platform (tickets-gen.goodthingsfestival.com.au).
2. Sponsorship & Brand Partnerships: Multi-year exclusive category sponsorships with brands including Jack Daniel's (whiskey), Baxter Vodka, OJALÁ Tequila, Red Bull (energy drink), YETI (water bottles), Asahi Beverages (beer), Dr Pickles (tattoo aftercare), Alpine (hearing protection), Muchima (merch), and Cybershop (retro clothing). Partnership model features one exclusive partner per category.
3. Pouring & Beverage Partnerships: Bars, taps and beverage partner investments. Partnership enquiries handled through [email protected].
4. Vendor & Market Stall Fees: Retail and market stall applications with investment opportunities per tour. Application process via JotForm.

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Good Things Festival is an annual Australian alternative music festival held over one weekend each December across three cities: Melbourne, Sydney, and Brisbane. The festival showcases international and local alternative music acts at world-class venues with high-level production, offering tiered ticketing, multiple stages, and partner-activated experiences including food, beverages, merchandise, and exclusive sponsor activations. The festival operates a multi-city tour model with general public and early bird ticket sales.

Product overview

Good Things Festival is a single, unified live event product — an Australian alternative music festival that takes place annually over one weekend each December across three cities (Melbourne, Sydney, and Brisbane). The festival showcases international and domestic alternative music acts with tiered ticketing, multiple stages, and partner-activated vendor experiences.

Differentiator

Problem solved

Functional benefit

Products and services

• Good Things Festival Annual three-city Australian alternative music festival held over one weekend each December (Melbourne, Sydney, Brisbane), featuring international and domestic alternative music acts at world-class venues with high-level production, tiered ticketing, multiple stages, and partner-activated vendor experiences. For Australian alternative music fans.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Ten partnerships are on record, tiered primary, secondary and minor.

• Jack Daniel'sprimaryGTM or Marketing Partner · 1 January 2025Exclusive whiskey supplier to Good Things Festival. Jack Daniel's is positioned as a brand aligned with music, connecting with friends, and enjoying life. The partnership emphasizes the 'Jack Daniel's way' of doing things.
• Baxter VodkaprimaryGTM or Marketing Partner · 1 January 2025Exclusive Vodka supplier to Good Things Festival. Baxter Vodka is an Australian independent brand crafted from QLD sugarcane, NSW wheat grain, and VIC spring water, with multiple globally recognized awards.
• OJALÁ TequilaprimaryGTM or Marketing Partner · 1 January 2025Exclusive Tequila supplier to Good Things Festival. OJALÁ Tequila is crafted using Blue Weber agave from Jalisco, Mexico - cooked, fermented and distilled in the heart of Tequila. All natural, sustainably farmed and no additives.
• Red BullprimaryGTM or Marketing Partner · 1 January 2025Exclusive Energy Drink supplier to Good Things Festival. Red Bull Energy Drink 'Vitalizes Body and Mind' and has been giving wings to people since 1987.
• YETIprimaryGTM or Marketing Partner · 1 January 2025Exclusive Water Bottle Supplier to Good Things Festival. YETI provides Hydration Stations with chilled water for free across all festival sites to reduce waste and save money for attendees.
• Asahi BeveragesprimaryGTM or Marketing Partner · 1 January 2025Exclusive Beer Supplier for Good Things Festival. Asahi Beverages is a major Australian beverage company.
• Dr PicklessecondaryGTM or Marketing Partner · 1 January 2025Exclusive Tattoo Aftercare Supplier to Good Things Festival. Dr Pickles provides tattoo artists doing flash across the festival weekend along with Australia's most trusted tattoo aftercare products.
• AlpinesecondaryGTM or Marketing Partner · 1 January 2025Exclusive Hearing Protection Supplier to Good Things Festival. Partnership focuses on helping attendees enjoy every beat without risking permanent hearing damage.
• MuchimasecondaryGTM or Marketing Partner · 1 January 2025Festival & Music Merch partner featuring the wildest range of music & movie merch on the planet. Featured at major Australian music festivals, comic cons, night markets and community festivals.
• CybershopminorGTM or Marketing Partner · 1 January 2025Retro Clothing partner. Cybershop provides alternative clothing and accessories for festival fashion needs.

Scale indicators5 records

Recent moves6 records

Expansion highlights3 records

Direct peers

• Harvest Rock: Adelaide-based boutique music festival with an alternative/indie-leaning lineup; competes for the same alternative music festival audience, sponsors, and touring talent pool as Good Things.
• Knotfest Australia: Metal and alternative music festival in Australia targeting heavy/alternative fans; directly competes with Good Things for the alternative/heavy music segment and similar sponsors (beverage, hearing protection).
• Splendour in the Grass: Major Australian multi-genre music festival focused on alternative, indie, and electronic acts; competes for the same demographic, talent, and sponsor spend as Good Things Festival.
• Download Festival Australia: Multi-day rock and alternative music festival touring Australian cities; directly competes with Good Things for the same alternative/rock audience, headline acts, and sponsor categories.
• Falls Festival: Iconic Australian multi-day music festival with alternative and indie leanings; competes for alternative-music festival audiences across the eastern seaboard during the Australian summer.
• Destroy All Lines: Australian concert and festival promoter; contact for Good Things Festival sponsorship enquiries is a Destroy All Lines email address, indicating Destroy All Lines is the operating promoter and a direct peer in promoting alternative/metal concerts and festivals across Australia.
• Laneway Festival: Australian touring indie and alternative music festival held across multiple cities; directly overlaps with Good Things in target audience, format, and city footprint.

Broad incumbents

• Live Nation Australia: Largest global live entertainment promoter with Australian operations; competes broadly for concert promotion, festival talent, and sponsor relationships, though not focused solely on the alternative niche.

Emerging players

• A Day on the Green: Australian outdoor concert series featuring legacy and alternative rock acts at winery venues; overlaps with Good Things in target demographic (alternative/rock fans) and beverage sponsorship categories.
• Bluesfest Byron Bay: Multi-day Australian music festival with roots in blues/rock and crossover alternative acts; competes for sponsor spend and touring international acts relevant to the alternative audience.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/events
• LinkedInlinkedin.com/company/good-things-festival

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Good Things Festival