Policy interventions and social marketing campaigns to educate young adults of the risks associated with excessive amounts of alcohol have gained momentum. Yet many young adults engage in risky drinking behavior; especially at hedonic social gatherings. The authors affirm there has been growth in music festivals yet the relationship with alcohol, the shared emotional experience and the increased promotion of alcohol through this vehicle is limited. Therefore, we explore this phenomena using real-time data from festival attendees through experience sampling (ESM), photo-elicitation techniques and post-festival qualitative expositional interviews to inform and guide policy initiatives. The findings show that extreme drinking is considered an essential part of the festival experience, is encouraged by peers and not discouraged by the festival organisers or alcohol brands. However, of greater importance is the evidence of self-reguation and a clear understanding of the dangers of ‘over’ consumption. It is recommended that public policy makers regulate music festivals in terms of alcohol sponsorhip and that social marketing campaigns harness ‘camaraderie-style’ approaches as collective influence and peer pressure has great potential to change alcohol behavior in a positive way
