Overview
#SplendourInTheGrass (commonly #Splendour or #SITG) represents Australia’s premier indie and alternative music festival, held annually in Byron Bay, New South Wales, since 2001. The hashtag documents 35,000 attendees across 3 days, international headliners visiting Australia’s summer music season (July winter festival), and a cultural institution for Australian youth.
History & Cultural Impact
Splendour was founded by Secret Service and later acquired by Handsome Tours and Village Sounds, growing from 7,500 to 35,000 capacity. The event is defined by:
- Byron Bay location — NSW North Coast, North Byron Parklands (moved 2013 from Woodford)
- Winter timing — July school holidays, Australian winter (mild 15-20°C)
- International bookings — Major acts’ only Australian festival: Lorde, Childish Gambino, Tyler the Creator, The Strokes
- Amphitheatre — Natural bowl setting, main stage acoustics
- Tipi Forest — Electronic music stage in forest clearing
- Camping culture — BYO alcohol allowed (rare for Australian festivals post-2010s)
- 2022 mud disaster — Festival cancelled Sunday due to flooding, refunds issued
Notable moments include Kanye West cancellation 2019 (replaced by ASAP Rocky), Blur’s Australian return 2015, and the festival’s role launching Australian acts (Tame Impala, Flume, Courtney Barnett early appearances).
Platform Presence
- Twitter/X: Lineup drops, international act excitement, Byron Bay travel logistics
- Instagram: North Byron Parklands scenery, fashion (Australian winter layers), artist moments
- TikTok: “Splendour is Australia’s Coachella” comparisons, outfit content (2021+)
The hashtag spikes late July (festival weekend) and April (lineup announcement).
Related Hashtags
#ByronBay #AustralianFestivals #LiveMusic #Splendour2023 #TameImpala #Flume #NSW #SummerFestival #IndieFestival
Sources
- Splendour official: https://splendourinthegrass.com
- Secret Service/Handsome Tours press releases
- Triple J (Australian radio) festival coverage
- Australian music industry data