Max SteventonNearly 77,000 people who attended Boomtown 2025 have received personalised digital video recaps of their time at the festival, in what organisers describe as a first for live events.
The initiative, called Boomtown Unboxed, marks the conclusion of Chapter 4: Power of Now and was developed in collaboration with live-event technology company Amplify and creative agency Monks.
Each of the 76,986 attendees received an individualised video, generated from data collected during the event and delivered via the official Boomtown app within a week of the festival’s opening ceremonies.
Organisers said the process combined on-site behavioural data with AI-led storytelling tools and modular content systems, creating unique digital souvenirs for each attendee.
Boomtown 2025, held at South Downs National Park, welcomed acts such as the Sex Pistols, Sean Paul, Overmono and Nia Archives. In terms of capacity, it was the biggest yet.
The digital souvenirs were soundtracked by the second instalment of the opening ceremony track, performed by Grove and Rea & Zoro with Eva Lazarus and Kreed & Roska.
Boomtown organisers said Unboxed represents a new model for how festivals and live events can use data and technology to extend audience engagement beyond the immediate experience.
Boomtown co-founder Chris Rutherford said, “Unboxed is a true world-first, dreamt up and delivered by an incredibly talented and dedicated team. It’s your adventure, your memories, your Boomtown story and just like bringing home a holiday keepsake, it’s captured so you can relive it again and again. Partnering with Amplify and Monks has allowed us to match Boomtown’s creative ambition with the kind of technical capability that makes a world-first possible.”
Monks projective creative director Joppe Soons said, “Boomtown Unboxed is where brand storytelling is heading: hyper-personalised, shaped by lived experiences and brought to life in real time. By turning one of the most data-rich festivals into unique visitor narratives within hours, we enable Boomtown to turn mass attendance into individually curated relationships.”