In 2018 AEG Presents launched All Points East: an innovative new festival celebrating contemporary London. Held in Victoria Park, it featured six days of headliners across two consecutive weekends with free midweek content. Welcoming +230,000 fans, it was hailed for its diversity, integrity and quality. The post-event fan research was hugely positive, but we did notice accusations that 2 of the on-site partnerships were too “corporate”. This was also picked up in some media coverage. For 2019, AEG devised an insight-driven sponsorship strategy that focused on collaboration with programming and activations that would specifically deliver authentic experiences (and record revenue!).