Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as opportunities for advertising their products and services through sponsorship. Dominik Nösner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study.
Price: $60.00
Pages: 260
Publisher: transcript publishing
Imprint: transcript publishing
Publication Date:
18 April 2023
Trim Size: 8.86 X 5.83 in
ISBN: 9783837665789
Format: Paperback
BISACs:
MUSIC / Business Aspects, MUSIC / History & Criticism, BUSINESS & ECONOMICS / Management
Dominik Nösner, born in 1987, works as a research associate at the Faculty of Arts and Humanities at Universität Paderborn, Germany. Additionally to his research interest in the field of event studies, he is an entrepreneur in the event industry.
Frontmatter 1
Contents 5
Introduction 7
Theoretical Perspective One: Sociodemographic Induced Challenges 17
Theoretical Perspective Two: Eventization 31
Theoretical Perspective Three: (Live) Popular Music (Cultures) 47
Theoretical Perspective Four: Reality Model(s) and Cultural Program(s) 71
Theoretical Perspectives Summary 97
Operationalization and Methodological Approach 101
Study One: Qualitative Exploratory Interviews / Organizer and Sponsors 107
Study Two: Focus Group Interviews / Audience 149
Study Three: Quantitative Surveys / Audience 163
Overall Discussion 223
Additional Chapter: COVID-19 237
References 239
