"As a festival, the best marketing tool we have is photos and videos of festival guests having a great time. And therefore, it's equally important to have the rights to use those images properly in place."

A crowd of thousands. A golden-hour photo. The perfect shot of a guest losing themselves in the music. For the teams behind Tinderbox, Northside, and Fyr Fest, three of Denmark's most beloved festivals, images like these are their most powerful marketing asset. But turning a great photo into a shareable campaign moment requires something less glamorous: consent.

Guests are more aware than ever

Festivals have always cared deeply about the safety and comfort of their guests. On-site, that means security personnel, police presence, and first-aid teams stationed throughout the grounds. But as public awareness of digital rights has grown, the same standard of care needs to extend online, to the photos and videos that end up on Instagram feeds, campaign websites, and press materials.

"It's very important to us that our guests feel safe. That's how it is out on the festival ground, where there's plenty of security. […] That should also be reflected digitally."

As festival-goers have grown more aware of how their images end up on campaign websites, social feeds, and press materials, the expectation of digital transparency has grown alongside it. The team behind Tinderbox, Northside, and Fyr Fest felt this shift directly. Guests were asking more questions. Some wanted to know exactly where a photo of them might appear. Others wanted assurance that their image wouldn't be used in ways they hadn't agreed to. And the honest answer, for too long, was that there was no formal consent process in place to point to. The festivals were operating on goodwill and assumptions rather than something verifiable.

Finding Connie

The search for a solution didn't take long. After asking around in the industry, Connie came up quickly and with strong recommendations from peers who had already made the switch. The team reached out ahead of Northside 2025, and onboarding was fast. Within a short time, the content team had a working system that felt purpose-built for exactly their situation: a way to collect, store, and verify photo and video consent at festival scale.

"As a content manager, I quickly felt confident that it would work and that I would get the consents I needed for exactly what I needed them for. I have to say, Connie has delivered on that."

From gap to foundation

What had been a blind spot is now a cornerstone of how the festivals operate digitally. Every image used in a campaign, every video shared on social media, every piece of content featuring a guest now sits on a foundation of documented, verifiable consent. The content team can answer any question with a clear record rather than an apology.

But the team sees this as more than a compliance fix. Collecting consent properly is a way of taking responsibility for the rules that protect everyone, guests and organizers alike. As they put it, everyone has the right not to have their image misused. Building the festivals of the future means leading on that, not just keeping up.

"It's also about helping to support these rules, which exist for a reason. That we all have the right not to have our images misused."

Why it matters for live events

For large-scale events, photo and video consent isn't a niche legal concern. It's a core part of the relationship between organizer and guest. The old assumption that showing up meant agreeing to be photographed no longer holds. Guests expect transparency, and they expect organizers to have done the work to back it up.

Connie makes that possible in practice. Rather than relying on buried terms in ticket purchases or hoping guests don't ask hard questions, festival teams can now point to a clear, timestamped record for every piece of content they publish. That's peace of mind for the guest and legal certainty for the organizer.

"We are very focused on creating the festivals of the future. So we have to be front runners."

How Connie helped from day one

From day one, Connie gave DTD Group something they hadn't had before: a simple way to collect and store photo and video consent from festival guests. Content managers now have a clear record for every image they publish. Setup was quick, the team was ready before Northside 2025 opened, and it has been part of their workflow ever since.