Audience segmentation and communicating towards a music festival - the NOS Primavera Sound

Abstract

The purpose of this paper is to highlight the main communication channels to promote a music festival. Music festivals are one of the central drivers for the promotion of cultural tourism and are highly significant for local economies. Understanding the main marketing communication channels, and the most effective way to reach different segments of public, is an essential feature for festival management. To explore this theme, data were collected during the 2018 edition of the NOS Primavera Sound music festival, and then analysed through non-parametric tests. The methodology used was based on audience segmentation considering sociodemographic characteristics and participation engagement. Thus, this paper aims to contribute to this field of research identifying the diverse potential communication channels across different segments of music festival audiences, contemplating also their motivation and global satisfaction levels with the event.