Pinkpop festival is embracing a new direction by focusing on attracting a younger audience and featuring more female artists, a shift evident in this year’s lineup. While the festival faces challenges in pleasing its traditional fanbase, organizers believe this evolution is necessary for long-term survival.

Olivia Rodrigo’s performance is highly anticipated as a highlight of the festival, drawing a large crowd of young fans. Her show is expected to be a major draw, and many attendees have been waiting for the evening due to the day’s heat.

The festival’s lineup includes a mix of established and emerging artists, with Tate McRae’s cheerful pop show being a hit with younger attendees. However, some older attendees expressed dissatisfaction with acts like Justin Timberlake, highlighting the generational divide.

Organizers acknowledge the difficulty in booking classic rock bands, leading them to explore new musical directions. They recognize that relying solely on older fans is not a sustainable strategy, and believe the festival needs to evolve to remain relevant.

Despite some grumbling from traditional fans, the festival’s new approach appears to be paying off, with a noticeable increase in younger attendees.