Digital Promotion of Music Festivals

This paper is devoted to the study of the practices of digital promotion of music festivals of different genres. The main goal of the study is to develop recommendations for improving promotion strategies used by each genre group of festivals. In the theoretical framework of this study, approaches to the classification of music festivals and segmentation of their audiences were examined, the existing means of promotion and the principles of digital marketing of events were studied. The empirical part of the study is represented by quantitative and qualitative data: the profiles of digital promotion of music festivals of different genres based on content analysis, web analytics and audience activity analysis are determined, the best practices are analyzed, the relationships between channels and digital promotion tools based on correlation analysis are studied. As a result of data analysis, it was revealed that for each of the groups of music festivals of a particular genre cluster, there is a separate set of digital promotion tools used. Also, the relationship of the festival audience with its genre direction and the means of digital promotion used was confirmed. Based on the results, a number of recommendations for festival organizers aimed at improving digital promotion strategies have been proposed.