Afisha Picnic redefines festivals with immersive experiences by 2026

Russia's Summer Festival Market Is Oversaturated—Ticket Prices Are Rising, and Headliners No Longer Guarantee Sellouts

Yakov Trapeznik, investment director at Afisha and general producer of Afisha Picnic, explains how to transform a festival from just a playlist into a sophisticated business product by 2026, why music alone isn't enough anymore, and what audiences now demand from "meaningful" entertainment.

—What should a festival look like today to attract a broad audience?

— In short, it shouldn't just be a playlist of an artist's greatest hits—it should be the perfect day, the kind you can't replicate in the city on a regular weekend. People long ago learned how to listen to music at home: they stream hits online, but they come to festivals for the atmosphere.

Our job as organizers is to create a wide range of engaging experiences for the broadest possible audience, with clear navigation and activities that fill the entire day. That means high-quality food courts, chill-out zones, markets, art spaces, and areas for kids. Music is undoubtedly the core of the event, but what keeps people there now isn't just the lineup—it's the combination of service, community, and an atmosphere so compelling they'll want to return next year.

—How do you see the Afisha Picnic brand evolving by 2026?

— For much of our audience, Afisha Picnic has become an essential part of summer: if you had a great season, it means you went to the festival. We see a high level of trust—people come with families and friends, meet new acquaintances or even find love, and now some are returning with their grown children. In an oversaturated market, where festivals are multiplying and ticket prices are climbing, the Afisha Picnic brand serves as a reliable filter. Audiences know we don't just throw together a generic event to check a box. Instead, we carefully curate a single day of experiences they won't find anywhere else—unexpected artist collaborations, reunions of legendary acts, rising stars, or fresh takes on beloved hits.

—What needs to be done now to meet the expectations of potential audiences?

— First, we have to honestly admit that audiences have become more demanding. They're willing to pay for offline experiences, but they want to know exactly what they're paying for. And our task is to demonstrate that value.

We have a strong foundation: we rely on Afisha's media platform, so we understand what our audience cares about—the latest trends in music and social culture. Plus, we actively test smaller urban event formats—parties, special projects, meetups, club nights—and scale the most successful ideas to the festival grounds. Right now, we're in a reality where no single big-name artist can single-handedly draw a crowd like a magnet. What matters most is an authentic, multifaceted experience—one that makes every attendee feel: This festival is made for me.

How should the different strands of the festival be balanced?

As I've already mentioned, the 2026 festival is a blend of four key elements: music, food, meaning, and community. Music sets the rhythm for the day's schedule—from daytime openers to evening headliners and late-night sets. This year, Picnic Afisha will feature a full-fledged electronic stage for the first time. Food has long been a deciding factor for attendees: people want a high-quality food court that doesn't feel like a makeshift canteen, plus alcohol-free options and dishes for every taste—this is now the standard, not a perk. The "meaning" strand includes local brands, exhibitions, installations, and collaborations; this year, the children's area will debut a theater stage and a sports zone with fitness activities and challenges. All of this ensures that visitors don't just sing and dance but also discover something new—for themselves, their families, or their kids. Community isn't just about the people who shape their experience around the festival spaces; it's also about the event's own locations: kids' zones, markets, brand initiatives, intuitive navigation, and relaxation areas. The balance works like this: no single element should overshadow or distract from the others, but together, they should form a cohesive, ideal day—one that each attendee can tailor to their own preferences.

What kinds of entertainment are people choosing now, and are they integrated into your event?

In Russia, people continue to attend concerts and festivals despite rising prices—but they're being more selective. There's a growing demand for "meaningful" entertainment: not just dancing and music, but also lectures, relaxed leisure, eco-friendly formats, sports, and creative workshops. Nostalgia is another major draw: reunions, retro hits from the '90s and 2000s as a format for "tried-and-true emotions" still drive ticket sales. That's why Picnic brings together both fresh voices and artists who defined entire generations.

Is the audience ready for experiments, or do they only want headliners?

Without recognizable names, it's hard for a festival to compete for attention—we're honest about that. Big artists create a sense of scale and that "magazine-cover festival" vibe. But people don't come just for them: they want their favorite performers and an updated playlist, new experiences, and share-worthy moments for their stories. At Picnic, we build the musical framework around time: legends, stars of the 2010s, and artists just beginning their journey to headliner status. Experimental stages, showcase performances, and collaborations with local labels and communities—that's our bet on the future. Experience shows that audiences are open to experiments, as long as you give them context and a safe framework upfront: "This is a discovery zone—you don't need to know anything, just trust the experience. And over there? That could become your new favorite." In the end, it's these unexpected gems that people remember a year later, right alongside the big names on the poster.