• A
  • A
  • A
  • ABC
  • ABC
  • ABC
  • А
  • А
  • А
  • А
  • А
Regular version of the site

Digital Promotion of Music Festivals

Student: Mariia Lavrenteva

Supervisor: Julia Trabskaya

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Experience Economy: Hospitality and Tourism Management (Master)

Year of Graduation: 2020

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.

Student Theses at HSE must be completed in accordance with the University Rules and regulations specified by each educational programme.

Summaries of all theses must be published and made freely available on the HSE website.

The full text of a thesis can be published in open access on the HSE website only if the authoring student (copyright holder) agrees, or, if the thesis was written by a team of students, if all the co-authors (copyright holders) agree. After a thesis is published on the HSE website, it obtains the status of an online publication.

Student theses are objects of copyright and their use is subject to limitations in accordance with the Russian Federation’s law on intellectual property.

In the event that a thesis is quoted or otherwise used, reference to the author’s name and the source of quotation is required.

Search all student theses