Standing out from the crowd: A global study to define the perfect music festival

Viacom, an American multinational mass media conglomerate, set out to learn the 'secret sauce' of the best festivals and to evaluate how that might be improved.

Abstract

Music festivals are big business. Glastonbury 2019 sold out over 200,000 tickets - each costing at least $320 - in just 30 minutes. All advance tickets for Coachella 2019 were sold out before Thanksgiving 2018. That makes music festivals a very exciting proposition for any business, particularly for a company like Viacom, with a huge heritage in music and a reputation for putting on talked-about events such as the MTV Music Awards. Through this study, Viacom set out to learn the "secret sauce" of the best festivals and to evaluate how that might be improved. This paper summarises the...

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