In just 2023, the Manchester International Festival (MIF) attracted about 325,000 visitors, bringing £39.2m to the city. 47% of those who attended the event were first-time visitors, a 7% rise from the 2021 event. This biennial festival centrally focuses on new, original work and is run by Factory International.
Adapting to Digital Trends
Since its first edition in 2007, the MIF has continued evolving to fit the ever-shifting technological scene. Through live-streamed performances on online platforms like YouTube, MIF has transcended geographical boundaries to reach audiences worldwide. Factory International’s Sounds From The Square livestream series treats worldwide audiences to a variety of entertainment, including music, guest interviews, etc. The festival’s strategic use of social media platforms has also deepened audience engagement.
In particular, MIF’s embrace of digital platforms mirrors the broader trend seen in the entertainment industry, where the internet has revolutionised how content is created, distributed and consumed. In the music industry, for example, Spotify allows fans to access live performances of popular artists without necessarily accessing physical venues. In the film industry, through virtual premieres, filmmakers engage with audiences in real-time to build anticipation for upcoming releases.
Similarly, in the iGaming industry, online platforms allow game providers, especially in poker, to provide tournaments that don’t need participants to travel to physical locations. For example, fans who play PokerStars can participate in festivals and contests, such as the Sunday Million, without visiting a physical venue. This way, players can engage in their favourite games at home or on the go.
MIF’s Multinational Penetration
Most MIF shows and presentations have outlived the event, reaching more than 30 countries. By collaborating with over 100 commissioning partners, the festival’s projects have appealed
to up to 1.6 million people beyond Manchester. Some cities that have benefited from this spread include New York, Paris, Johannesburg and Abu Dhabi.
Monkey: Journey to the West, adopted from a 16th-century novel Journey to the West during the inaugural MIF, amazed audiences at the Théâtre du Châtelet in Paris and the Spoleto Festival in the US. In 2014, during MIF 15, Wayne McGregor and Jamie XX collaborated to present the Tree of Codes, which pleased the audience. This work went on to entertain crowds in New York, Paris, Melbourne and Hong Kong.
Diversity Is a Plus
MIF’s diverse activities keep multiple tastes engaged. In 2023, for example, intimate experiences were featured during the KAGAMI and R.O.S.E., where dancers weaved through the audiences to a live soundtrack by DJ Ben UFO. Renowned artists, including Angélique Kidjo and Alison Goldfrapp, also shook the atmosphere with engaging musical performances.
Elsewhere, Tino Sehgal and Juan Mata entertained fans with This Entry, a playful performance that marked the beginning of a two-year project set to feature in 2025’s MIF. Rooted in Manchester, MIF welcomes the participation of locals in creating major artworks and hosting their own events. Locals can also participate in discussions of specific issues and long-term decisions through their public forums.
MIF continues to draw multitudes through engaging and diverse activities that appeal to multiple tastes. The festival is also successful because it engages residents in year-round activities.
