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Borkowski’s role was to create a media fanfare for this global festival, to increase box office sales, maintain its global reputation and evolve its core audience into the mainstream. Our aim was to give WOMAD a unique voice among the saturated UK festival market with relatively unknown artists and no headliners; we turned these unfamiliar artists into news by building an important narrative around their back stories that previously didn’t exist and refreshed and re-established the festival’s status using intensive media relations.  Over 11 years working for WOMAD, we have grown festival attendance from c.20k to sellout (c.50k) over that period, created owned content for use across all media platforms and brought previously unknown artists to the mainstream.

Impact Highlights

“Womad is embedded into British festival culture, flying the flags of a musical multiculturalism that is about breaking down barriers and building new relationships. It’s not something you want to lose”

“Not many festivals can claim legendary status but this is probably the most important celebration of world music.”

“Womad has emphatically established itself as a festival of transatlantic cultural exploration and discovery”

“…a festival of eclectic delights”

“..a knock-out celebration of global sounds”

“music from this world and far out galaxies…there was as much cutting-edge electronica on the bill as traditional music, with the most exciting acts borrowing from both.” i “The world-music institution”

“WOMAD is about going off-map to make discoveries”

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interviews conducted
230media onsite

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