The Cultural Festival Style Guide: Names, Pronouns, and Context

In the vibrant world of cultural festivals, details matter – especially when it comes to names, pronouns, and context. A festival’s lineup and audience often span multiple countries, languages, and communities, making accurate language not just a courtesy but a core practice. Using the correct spelling of an artist’s name (accents and all), addressing people by the right pronouns, and understanding cultural context all signal respect. They show that a festival is welcoming and inclusive, whether it’s a small local cultural fair or a massive international celebration.

Seasoned festival producers know that language is part of the experience. A mispronounced name or a missing accent mark on the program can stand out to attendees and artists alike – and not in a good way. On the other hand, getting the details right helps everyone feel recognized. This guide shares practical wisdom on creating a cultural style guide for your festival, training your team to use it, and keeping everything consistent. These steps will help ensure every name, pronoun, and cultural reference is treated with the respect it deserves, from the main stage to the media room.

Why a Cultural Style Guide Matters

A cultural style guide is a document that outlines how to handle names, pronouns, language, and cultural terminology in all festival communications. Think of it as a festival’s own language rulebook – one that covers everything from spelling foreign names correctly to using appropriate titles or pronouns for performers. Having such a guide matters because:

• Inclusivity and Respect: Festivals celebrate community and culture. Using a person’s correct name and pronoun is a fundamental sign of respect. When stage hosts introduce a Mexican singer as José González with the accent on “José”, or when a press release uses a non-binary artist’s they/them pronouns correctly, it sends a powerful message of inclusion.
• Accuracy and Professionalism: Mistakes in names or titles can undermine the professionalism of an event. For example, omitting the tilde in “Niña Pastori” (writing it as “Nina Pastori”) changes the meaning and looks careless (baseballhall.org). Adopting a style guide ensures consistency – artists, speakers, and cultural references are presented accurately across stage announcements, programs, websites, and press materials.
• Global Audience Reach: Many festivals today are global in scope. A festival in Singapore may feature performers from India, Indonesia, France, and New Zealand all in one weekend. Each culture has its own naming conventions and language nuances. A style guide prepared in advance helps navigate this complexity so that every guest – whether local or international – sees their identity respected.
• Accessibility: Accurate language is a part of accessibility. It helps everyone understand and participate fully. For instance, using people’s correct names (with proper spelling) in printed and on-screen captions helps those who rely on reading names (like interpreters, translators, or viewers of live streams) follow along without confusion. In short, inclusive language practices make the festival experience open and welcoming to all.

Spelling Names Right – Every Letter and Accent Counts

One of the first priorities of a cultural style guide is getting spellings right, including all the accents (diacritics) and special characters in names. Many languages use accent marks or characters beyond the standard English A–Z, and these can dramatically change pronunciation or meaning. Here’s what festival producers should do:

• Honor All Characters: Always spell an artist’s or speaker’s name as they do, including any accents, tildes, umlauts, or other marks. For example, festivals in Mexico or Spain will encounter names like José, Íñigo, Beyoncé, Björk, or Siobhán. These aren’t “optional” decorations – they are part of the person’s identity. As a case in point, the Spanish letter ñ is a different letter from n, not just an n with a mark (www.diversitystyleguide.com). Respecting these marks (writing “Piñata” instead of “Pinata”, for instance) shows attentiveness to detail and culture.
• Consult Authoritative Sources: If you’re unsure of the correct spelling of an international artist’s name, check the artist’s official website or press kit. Cross-reference with multiple sources if needed to confirm accents or special letters. When in doubt, ask the artist’s management directly for the correct spelling. It’s far better to take the time upfront than to have a misspelled name on a huge festival banner or LED screen.
• Examples from the Field: Many large events have learned this lesson. In 2016, Major League Baseball ran a campaign called “Ponle Acento” (“Put the Accent on It”) specifically to encourage adding the proper diacritical marks to Latino players’ names on jerseys (baseballhall.org). This was a recognition that those small marks carry big meaning. Similarly, music festivals in Québec, Canada, ensure that artist names like Céline Dion or François include the correct accents, just as festivals in New Zealand now print M?ori names with macrons (like M?ori rather than Maori) on programs. These details are noticed and appreciated by the communities they represent.
• Transliteration Matters: For artists from countries with non-Latin alphabets (such as Chinese, Arabic, Cyrillic, Hindi, or Japanese scripts), decide on a consistent transliteration (romanized spelling) in consultation with the artist. Different systems can exist (for instance, an artist from China named “?” might be spelled as Li, and an artist from Russia named “?????????” might appear as Yekaterina or Ekaterina). Use the version the artist prefers or that is most commonly used in international media. Consistency is key – once you choose a spelling for an artist or place, use it the same way everywhere: on your website, tickets, signage, and merchandise.

Pronunciation and Context: Saying It Right

Spelling is one side of the coin; saying names correctly is the other. In a multicultural festival, the emcee or stage host might have to introduce a traditional Polish folk ensemble at noon and a Japanese rock band by evening. Pronunciation can be tricky, but it’s absolutely worth the effort:

• Phonetic Guides for Names: Provide phonetic pronunciations in your style guide for any names that might be challenging for local staff or hosts. For example, if an emcee in Australia is introducing the Senegalese artist Youssou N’Dour, the guide might note: “Youssou N’Dour – pronounced YOO-soo n-DOOR.” These guides prevent embarrassing moments on stage and show respect. They can be prepared with help from the artists (many will happily provide pronunciation) or by consulting online pronunciation databases.
• Pronouns and Forms of Address: Names aren’t the only personal detail to get right – pronouns are equally important. Always refer to individuals using their stated pronouns (he/him, she/her, they/them, etc.). This information should be gathered during the booking or accreditation process. For instance, if a non-binary poet is performing at a cultural literature festival, ensure all staff and materials use the pronoun “they” for that person if that is what they identify with. Avoid assumptions about anyone’s gender or pronouns based on their name or appearance; when in doubt, politely ask or use neutral references until clarified (www.weber.edu).
  • Additionally, be mindful of titles and honorifics across cultures. If a performer is commonly addressed with a title (like Ustad, Pandit, Sir, or Dame), or if they have a stage name that includes a familial term (like “Mama” or “Papa” in some cultures), make sure to include those as appropriate. For example, Pandit Ravi Shankar should not be shortened to just “Ravi Shankar” on first reference if the honorific is significant to context.
• Context in Introductions: A good style guide also covers contextual information that might be important when introducing artists or writing about them. This might include their cultural background or the correct way to refer to their genre or art form. Use respectful terms: if an artist is from the First Nations in Canada, the guide might specify to refer to them as “First Nations artist” rather than outdated terms. If a festival segment features a traditional M?ori haka performance in New Zealand, the guide would note to use the term haka with a brief explanation, and ensure announcers pronounce M?ori (M?ori = “MAU-ree”) correctly. Contextual notes help avoid misrepresentation – for instance, not labeling a Turkish Sufi music performance as “Belly dance music” or similar mistakes of context.
• Real-world example: At international festivals like WOMAD (World of Music, Arts and Dance) – which tours in the UK, Australia, and New Zealand – stage presenters often have a cheat sheet for each artist that includes not just the pronunciation of the artist’s name, but also the origin (so they don’t mistakenly say an artist is from the wrong country or culture) and any relevant description. This ensures that when they say, “Please welcome Goran Bregovi?, legendary composer from the Balkans,” everything in that sentence is accurate and culturally appropriate.

Training Everyone: Staff, Volunteers, and Vendors

Even the best style guide won’t be effective if it just sits in a folder. Training is crucial to bring it to life. Every person involved in public-facing roles or content creation should understand the guide and its importance:

• All-Hands Training Sessions: Conduct training sessions for staff and key vendors (like PR agencies or printing companies) to walk through the cultural style guide. Explain the why – when people understand that accurate language can make or break someone’s comfort level, they’re more likely to take it seriously. For example, a stage manager in Indonesia who knows that a visiting French DJ cares deeply about the accent in his name will double-check the signage and the introductions.
• Make It Interactive: Use examples and quizzes in training. Show common errors (like what happens if you swap Å for A in a Scandinavian name, or if you call a female artist “sir” in an email by mistake). Let staff practice pronouncing some challenging names out loud in a fun workshop setting. This not only builds skill but also confidence – an informed team won’t panic when a name with five syllables and a tilde comes up.
• Include Vendors and Partners: If third-party vendors are generating content (say a design firm making posters, or a local marketing agency writing press releases), ensure they have the style guide too. For instance, a graphic designer should know to include the accent in “Beyoncé” on a festival poster and not to auto-correct it to Beyonce. Contractually, you can even include compliance with the festival’s style standards as part of vendor agreements to stress its importance.
• Global Awareness: Emphasize that this is a global best practice. In many places, inclusive language is becoming standard. For example, providing pronoun badges for staff and volunteers can signal openness – Brighton Festival in the UK offers these to all staff (brightonfestival.org). Encouraging everyone to share their pronouns (if they wish) on name badges or during introductions fosters a respectful environment for all. In countries like Germany, for example, it’s standard to preserve umlauts (ü, ö, ä) in names; in India, using respectful suffixes like Ji or Sir for elders might be customary in certain contexts; in Japan, the order of first and last names may be reversed in Western presentations. Training should prepare staff for these nuances, especially if your festival or event involves international participants or travels to different countries.

Quick Reference Cards for Hosts and Press

Time is often of the essence during a festival. Stage hosts might get a last-minute update on a performer, or a press team member might need to double-check a name’s spelling moments before publishing a blog. This is where quick-reference cards and tools come into play:

• Pronunciation Cards for Stage Hosts: Prepare small “cheat sheet” cards or a booklet for MCs and stage presenters. Each entry should list the artist’s name in the correct spelling, a phonetic pronunciation, their pronouns, and perhaps one key fact like their origin or a one-liner descriptor. For example: “Djuna (JOO-nah) – they/them – Alt-pop singer from Singapore.” These cards can be color-coded by stage or day and should be updated right up to the event. A host armed with this card can step on stage confidently, knowing they won’t stumble over a name or use a wrong honorific.
• Cheat Sheets for Media and Press Teams: Likewise, provide the press office and social media team with an easily accessible guide (printed or digital) that compiles all this information. If a journalist asks how to spell or pronounce a performer’s name, your team can answer immediately and accurately. This guide might also include respectful terms to use in articles or captions. For instance, it may remind content writers to say “Chinese New Year (Lunar New Year)” instead of just “Chinese New Year” if the festival serves multiple Asian communities, or to avoid slang that doesn’t translate well across cultures.
• Mobile and Backstage Accessibility: Consider digital solutions too – maybe a simple mobile app or a shared document that staff can pull up on their phones which lists all artists and any cultural notes. Some festivals use group chats or dedicated Slack channels where, if a host forgets a pronunciation, they can quickly ask and receive an answer from the team. The important thing is that help is at their fingertips so there’s no guesswork on stage or in official communications.
• Stage Rehearsals: Integrate name pronunciation into rehearsals and soundchecks. Just as you check microphones, have the stage host practice tricky names out loud during rehearsal with the artist or their team if possible. Many artists deeply appreciate a host taking the time to learn the correct way to say their name.

Auditing and Maintaining Accuracy

Language and usage can “drift” over time – especially across the hectic days of a festival or in the months between festival editions. It’s important to audit and refresh the style guide practices regularly:

• Appoint a Language Champion: It can help to designate a staff member or a small committee as the guardians of the cultural style guide. Their job is to periodically review festival materials (websites, signage, captions, press releases, etc.) to catch any deviations. If they notice that one stage’s program omitted an accent or a social media post accidentally used the wrong pronoun for an artist, they can correct it quickly and remind the team.
• Feedback Loop: Encourage artists, attendees, and staff to point out errors or suggest improvements. If an artist from Brazil notices their name was printed without the ç (cedilla), they should feel comfortable informing the festival team. Treat it as a learning opportunity and update all materials promptly. After each festival, gather notes on any such issues encountered; this can drive updates to your style guide so the same mistake doesn’t happen twice.
• Regular Updates: Languages evolve and so do preferred terms. What was acceptable a few years ago may have changed. For example, the preferred terminology for certain communities (names of ethnic groups, or terms like “disabled” vs “person with disability”) can shift as awareness grows. Make reviewing the style guide part of your annual planning. Before each new festival edition, review and adjust the guide for any changes in cultural terminology or any new guidance on inclusive language.
• Consistency Checks: If your festival travels to different countries or regions (for instance, a festival brand that has editions in the UK, Australia, and India), audit each local team’s materials for consistency with the core guide while allowing necessary local adaptations. The key principles – respect for names, pronouns, and context – remain the same everywhere, but there might be additions for local languages (like using local script alongside transliteration). Keep the global team in sync on these standards so that a festivalgoer in Germany and one in Singapore both experience the same level of respect in communications.

Language as Access and Hospitality

Ultimately, paying attention to names, pronouns, and cultural context is about hospitality and accessibility. Think of it as rolling out the red carpet for every individual’s identity. When a festival gets these details right, it:

• Builds Trust: Artists and attendees from diverse backgrounds feel safer and more welcome. They know the festival is a place that values them. Something as simple as seeing one’s name spelled correctly on a delegate badge or hearing a host use the right pronoun can foster a strong connection and trust in the event organizers.
• Sets a Positive Tone: Festivals often celebrate unity and understanding. Using inclusive, accurate language sets the tone that this celebration is genuine. It’s the difference between just saying “everyone is welcome” and actively showing it through every interaction and piece of text.
• Leads by Example: When a large event consistently respects cultural and personal identifiers, it sets an example for the industry. Other events take note and the standard for everyone is raised. In the long run, this contributes to a more inclusive festival culture globally, where misnaming or misgendering someone becomes as unacceptable as technical glitches on stage.
• Improves Accessibility: Let’s not forget that accurate language also aids those who might rely on translations or assistive services. If you have captioning for live streams, the captioner’s job is easier when the style guide provides correct spellings. If you have interpreters, providing them the correct names and context in advance means they can sign or speak those terms clearly for those using their services.

In summary, accuracy in names, pronouns, and context isn’t a small detail – it’s a cornerstone of running a culturally accessible and respectful festival.

Key Takeaways

• Create a Cultural Style Guide: Develop a reference document that covers name spellings (including all diacritics and special characters), pronunciations, pronouns, and respectful terms for your festival’s communications.
• Include Context and Nuance: Incorporate cultural context like titles, honorifics, and proper descriptors for genres or groups. Ensure no language used is derogatory or outdated when describing cultures.
• Train Everyone Involved: Hold training sessions for staff, volunteers, and vendors so they understand the importance of using accurate names and pronouns. Make it engaging and clear why it matters.
• Use Quick-Reference Tools: Give stage hosts and press teams cheat sheets or digital tools with phonetic pronunciations, name spellings, and pronouns. This helps avoid mistakes in the heat of the moment.
• Monitor and Update: Continuously audit your festival’s output (online and offline) for any drift from the style guide. Update the guide regularly to reflect new best practices in inclusive language.
• Foster an Inclusive Atmosphere: Remember that getting language right is a core part of making everyone feel welcome. It’s more than correctness – it’s about respect, accessibility, and the spirit of what cultural festivals are all about: bringing people together.