Segmentation of music festival attendees

Abstract

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Frequent music festival attendance: festival fandom and career development

“…The profile characteristics are in line with previous research conducted at Finnish music festivals (Kinnunen, 2018; Kinnunen et al , 2019a). Furthermore, Finns' attitudes, tastes and perceptions of festivals have not changed much along the years (see the report on the longitudinal Finnish Festival Barometer research in 2014–2018, Kinnunen et al , 2019b), except 2020 when the COVID-19 pandemic caused the cancellation of summer festivals. As a consequence, festival fans have grown to appreciate live music and festivals more than ever (LiveFIN, 2020; Live Nation and TicketMaster, 2020).…”

“…Talking about the evolution of the festival field, Kinnunen and others (2019a) argue that Nordic festivals have moved from many kinds of voluntary-based productions to more professional, business-oriented productions (see also Amberla, 2013). This is apparent particularly in the context of large rhythm music festivals (Nordvall and Heldt, 2017; Kinnunen et al , 2019a). The roots of rhythm music festivals in Finland can be found already in the 1960s, when the Pori Jazz festival was founded, and the first instance organized in the city of Pori.…”

“…Second, the fandom might be directed at a certain musical genre. For instance, the fans of heavy metal music tend to be very loyal metal festival attendees due to the music and like-minded participants (Kinnunen et al , 2019a), nurturing genre-based music tourism (Lashua et al , 2014). Third, the participation motive might be the fan interest towards music festivals in general, to experience “festival communitas whose members are more open to participate in collective actions and shared enjoyment than in normal circumstances” (Kinnunen, 2018, p. 106), thus fulfilling social and hedonistic needs and aims.…”

20 years of Nordic event and festival research: a review and future research agenda

“…They show (1) socializing; (2) entertainment: interest in the event's theme; and (3) geographical location of the event affect participants' motivation. Kinnunen et al (2019) identify three types of personal music preferences at Finnish rhythm music festivals. (1) The hedonistic dance crowd who love fun; (2) the loyal heavy tribe who will participate in future festivals; and (3) the highly educated omnivores who see festivals' values as important for them.…”

Perception of Big Music Festival by Its Participants – Context of Event Sponsors’ Marketing Activities

“…These events have seen a surge in both size and numbers leading to a more business-oriented festival management. Thus, the knowledge regarding the music festivals deserves attention more explicitly than ever before (Kinnunen, Luonila, Honkanen, 2019).…”