- Large, shared, communal gatherings innate to human existence
- “Festival” showed up in 16th century "festus” meaning “joyus”
- Music festivals have been around since Ancient Greece.
- However, the relationship between music and lived experience has been left under-explored (Olsen and Gould 2008)
- Woodstock, 1969; paved the way for music festival culture in post-modernism
- Since then internet has collided with music - creating surge of mega-festivals
- A lot of things to manage: music artists, media, security, wristbands, food vendors, water supplies, bathrooms, emergency medical services, attendees, volunteers, trash/recycling, sound equipment, stages
CONTEXT: Lollapalooza - Chicago, Illinois
Preliminary Research Questions:
1) How does the materiality of experiential marketing shape, frame, add to and/or detract from the festival experience?
2) What makes experiential marketing a success?
3) What does commercial sponsorship add/detract from the assemblage of a music festival experience?
4) How does the materiality of smart phones, web 2.0, and/or augmented/virtual reality shape, frame or limit the festival experience?
Never heard of Lollapalooza? Check it out:
- Interviews ranging from 10 minutes to 42 minutes in length
- 30 depth interviews total
- Informant age range 17-48
- Developed a question protocol in the Spring. Made adjustments throughout the time at Lollapalooza
- Notes and photos were taken to capture phenomena observed