Burning Man Burns

The Purist of the festival lineup reflects our changing times.

Sep 10, 2024

1. Not selling out means selling out.

Has Burning Man hit its cultural peak? Last year’s washout was a harbinger of waning interest, and the festival did not sell out as expected this year. A bout of capitalistic concern prompted the organization to do something unthinkable. The Burner powers that be took to TikTok to promote the event. A bold move, and one that clashes with Burning Man's Decommodification principle, sparked debate among long-time burners and forced others to sit this one out. In another unconventional move, the BM org pushed prominent camps like Mayan Warrior and Maxa to release their music lineups earlier than usual in hopes of drumming up excitement, a tactic traditionally frowned upon for attracting “DJ chasers” rather than true Burners. Despite this fundamental change in the lead-up to this year's TTITD (That Thing In The Desert), the irreverent Burner spirit persisted with events like the “Golden Hour Influencer Photobombing Bike Tour” and the Firm Globe theme camp, which hilariously satirizes corporate culture by pretending to be a real "technology information and internet" company working from The Playa, complete with a mock LinkedIn page. Burning Man’s pivot to commercial tactics shows the risk of straying from the core values of a strongly established proposition. A business, regardless of the type, will not win all the time.

A true brand, in any category, must play the long game, prioritizing authentic, value-driven engagement over quick fixes to maintain loyalty and resonate deeply and honestly with their audience.

2. Diversity is in the dust.

Burning Man’s roots trace back to a yearly reunion of a tight-knit group of middle-aged white hippies on the West Coast. Fast forward to today, and the festival’s complexion looks much different. As ticket access loosened up and cultural awareness expanded, thanks to the internet, the community at Burning Man is steadily becoming more diverse. Key players in this dynamic include The Black Burner Project, whose 2024 installation, The Shop, pays homage to the barbershop—a haven for Black men to reflect, express, and connect in a space that feels like home. This art piece isn’t just about hair; it’s about heart, offering a platform for vulnerable, honest conversations. Meanwhile, the Project Aikido team brought African art and music to The Playa with The World Reimagined installation. This initiative selected eight powerful globes out of the 103 involved in the exposition, to explore the history, legacy, and future of the Transatlantic Trade in Enslaved Africans. And then there’s the NAACB (National Association for the Advancement of Colored Burners), whose simple motto is to add color and culture to The Playa. Burning Man’s Radically Inclusive community highlights the importance of representation and acceptance.

By championing underrepresented communities and incorporating authentic cultural narratives, brands can build deeper connections and reflect the world we live in—driving both relevance and impact.

3. Festivals support festivals.

Burning Man has always been a space for connection and reflection, but this year, the festival took on a deeper, more poignant role with the Nova Heaven exhibit—a tribute to the victims of the Nova Festival attack last October. Rising from the Black Rock Desert, Nova Heaven echoes the words “We will dance again,” adorned with 405 laser-cut wooden angels, each representing a lost life, and six spiral staircases engraved with messages of resilience like “kindness creates miracles,” “love conquers all,” and “music heals hearts.” It’s more than art; it’s a statement of defiance, using music and joy as a counter to grief and violence. Israeli Burners wove a tapestry of remembrance around Nova Heaven, planning events featuring Israeli DJs, the ethereal beats of handpan drummer Noah Katz, and “healing sound experiences,” including a gong performance by David Shemesh. At precisely 6:29 am, the moment of the tragic attack, Burners paused to honor those lost, while “guardians” kept watch, ensuring the installation remained a sacred space. Co-created by the Tribe of Nova—a community of survivors and bereaved loved ones—the installation isn’t just a memorial; it’s a rallying cry for peace, unity, and healing. This project demonstrates the power of collaboration over competition, showing how joining forces can amplify impact and foster deeper ties. For brands, this shift is crucial—working together with like-minded entities or even traditional competitors can unlock new opportunities, drive innovation, and create shared value that resonates beyond individual goals.

Embrace partnerships that elevate collective missions, and you'll not only stand out but also build a more engaged and loyal community.

4. The best of The Burn.

From immersive theme camps to jaw-dropping art installations, this year’s Playa had no shortage of standout moments. Whether it's the clever, snarky accessories that had us laughing, or the hidden gems that forced us to think, here are our favorite finds, capturing the true spirit of Burning Man.