Branding Festivalization Assembling a coveted experience

BACKGROUND: Festivals

  • 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)

BACKGROUND: Festivals

  • 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:

METHODS

Hannah Maisel conducts a depth interview with Toyota Brand Ambassador

Depth Interviews

  • Interviews ranging from 10 minutes to 42 minutes in length
  • 30 depth interviews total
  • n=?
  • Informant age range 17-48
  • Developed a question protocol in the Spring. Made adjustments throughout the time at Lollapalooza

Field Notes

  • Notes and photos were taken to capture phenomena observed

ORGANIZATION & ANALYSIS

  • Step 1: Compiled recorded interviews, photos, videos, and notes
  • Step 2: Data review and discussion of emerging themes and patterns
  • Step 3: Literature review of related topics

AREAS OF FOCUS

  • What materialities must exist to create a coveted experience?
  • How do brands successfully market themselves in this environment?
  • How to brand in chaos, how to create an experience in an experience, help relive it, what makes it authentic?

Report Abuse

If you feel that this video content violates the Adobe Terms of Use, you may report this content by filling out this quick form.

To report a Copyright Violation, please follow Section 17 in the Terms of Use.