Local Talent, Smart Pre-Sales and Tourism Pull: Why Beyond the Valley Sold Out in Record Time

While many Australian festivals have struggled in recent years, Beyond the Valley (BTV) continues to buck the trend, selling out its 2025 edition in under an hour and posting the highest pre-sale sign-up numbers in its ten-year history.

The milestone is particularly striking given the number of festivals forced to cancel or downsize due to sluggish demand. By contrast, Untitled Group’s flagship event has doubled down on strategies such as driving pre-sale signups while keeping Australian artists at the core of its programming. Of the 84 acts announced for this year’s festival, 44 are homegrown — that’s over 50% of the lineup.

The sell-out underscores an appetite for festivals with strong local representation, echoing industry conversations at BIGSOUND last week where the lack of Aussie acts selling out tours was a hot topic. Calls for “Michael’s Rule” — a proposed commitment to feature a set percentage of local artists on lineups — have been gaining momentum since May 2024. Untitled Group was the first promoter to publicly support the initiative.

“Beyond the Valley selling out so quickly shows the appetite for festivals that put Australian artists at the forefront, which has always been a core focus for Untitled Group,” Managing Partner and Founder Fil Palermo told The Music Network. “We were proud to be one of the first Aussie promoters to back Michael’s Rule, and to already be delivering lineups where local talent makes up the majority.”

Untitled Group’s achievements have not gone unnoticed on the global stage. Managing Partner and Founder Nicholas Greco was last week named on Pollstar’s 2025 Impact International: Australia & New Zealand list, joining ten honourees recognised for reshaping live entertainment through innovation and technology while striving for a fairer industry.

BTV’s impact extends far beyond its cultural footprint. A new independent tourism report by IER found the festival generated $18.5 million in direct expenditure for the Golden Plains economy in its last edition. The event also drove more than 64,000 visitor nights, with nearly 35,000 attendees travelling from interstate. Notably, 61% of those visitors said their BTV experience made them more likely to holiday in Victoria again — underlining the event’s role as a major driver for regional tourism.

“BTV has also received international recognition this year from DJ Mag, IQ, Billboard and Pollstar, underlining how a culturally rooted event can carry global weight, while also driving meaningful impact for both the Golden Plains community and Victoria’s visitor economy,” Palermo added.

Beyond the Valley’s tenth anniversary will host some of the biggest international names, including Addison Rae (making her Australian festival debut) Grammy-winner Kid Cudi, and hardcore favourites Turnstile. JoJo will perform an exclusive BTV set, while homegrown heroes Spacey Jane, The Temper Trap, and 070 Shake bring the local star power.

Festival-goers can expect revamped stages, wellness offerings like saunas and cold plunges, and a range of accommodation options from basic camping to premium signature packages.

“Ten years ago, what BTV is now, we’d never have thought possible. It’s become a rite of passage for so many, and we’re proud to create a space where people can discover new artists, share unforgettable moments, and ring in the new year with friends,” Greco said.

At a time when headlines are dominated by festivals “flopping,” Beyond the Valley’s success paints a different picture: one where investment in Australian talent, clear presale strategies, and strong community and tourism outcomes can sustain and even grow a festival brand.