Promotional Strategies Used by Electronic Dance Music Festivals (Sunburn and Vh1 Supersonic) on Social Networking Sites

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PROMOTIONAL STRATEGIES USED BY ELECTRONIC DANCE MUSIC FESTIVALS (SUNBURN AND VH1 SUPERSONIC) ON SOCIAL NETWORKING SITES

KOKA SAI PAVAN SRI RANGANAYAKULU Registered Number: 1424012

A dissertation submitted in partial fulfilment of the requirements for the degree of

Master of Arts in Communication and Media Studies

CHRIST UNIVERSITY Bengaluru

2016

Program Authorized to Offer Degree: Department of Media Studies

CHRIST UNIVERSITY Department of Media Studies

This is to certify that I have examined this copy of a master’s thesis by

Koka Sai Pavan Sri Ranganayakulu Registered Number: 1424012

and have found that it is complete and satisfactory in all respects, and that any and all revisions required by the final examining committee have been made.

Committee Members:

______AASITA BALI

______

Date: ______

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I, Koka Sai Pavan Sri Ranganayakulu, confirm that this dissertation and the work presented in it are original. 1. Where I have consulted the published work of others this is always clearly attributed. 2. Where I have quoted from the work of others the source is always given. With the exception of such quotations this dissertation is entirely my own work. 3. I have acknowledged all main sources of help. 4. If my research follows on from previous work or is part of a larger collaborative research project I have made clear exactly what was done by others and what I have contributed myself. 5. I am aware and accept the penalties associated with plagiarism.

Date:

CHRIST UNIVERSITY

ABSTRACT

Promotional strategies used by electronic dance music festivals (sunburn and vh1 supersonic) on social networking sites

Koka Sai Pavan Sri Ranganayakulu

This study deals with promotional strategies used by Electronic Dance Music (EDM) festivals like Sunburn and Supernova on social networking sites. This study also tries to learn branding techniques used by these Electronic Dance Music’s. The interest Indian youth have on music festivals has increased and is still increasing mainly due to social networking sites especially in the past few years. Promotions used by these events are trending and are the most successful promotional strategies implemented till date. The research is to find how the music festivals use resources to create interest towards the events. The research also talks about music lovers, their love towards these festivals, the reflection of the promotional activities on their behaviors and interest created by music. It also discusses music festivals as a platform of social networking on an international level. Keywords – edm, electronic dance music, music festivals, music composing, and event management

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ACKNOWLEDGEMENTS

My sincere gratitude to my Guide, Prof. Aasita Bali for her constant guidance encouragement and support. I also thank course coordinator Fr. Biju K.Chacko, Head of Department Naresh Rao, Suparna Naresh, Amutha Manavalan, Rajesh A, Dr Kannan S. and Shantaraju S., for their valuable feedback and restless assistance in bringing out this research. I also would like to thank all the resource people whom I contacted, my family and friends for the encouragement and devotion, without whom this thesis would never have been completed.

DEDICATION To Parents and Well-wishers

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TABLE OF CONTENTS Authorship

List Of Figures...... xv List Of Tables ...... xvii

Chapter 1 Introduction ...... Declaration 1 1.1 Electronic Dance Music ...... 1 1.2 Social Media ...... 3 1.3 E-Booking Website ...... 5 1.4 Music Stream Websites...... 6 1.5 Statement of Research...... 7 1.6 Objectives ...... 7 1.7 Significance of the Study ...... 7 1.8 Research Design...... 7 Chapter 2 Review of Literature ...... 9 2.1 Social Media ...... 9 2.2 Music Festivals ...... 13 2.3 Online Websites ...... 21 Chapter 3 Methodology ...... 24 3.1 Defining Research ...... 24 3.2 Research Methodology ...... 24 3.3 Qualitative Research ...... 25 3.4 Tools used for data collection ...... 25 3.5 Theoretical Framework ...... 26 3.6 Dependency Theory: ...... 26 3.7 Content Analysis ...... 26 3.8 Parameters ...... 27 Chapter 4 Findings & Analysis ...... 28 4.1 Content Analysis ...... 31 4.2 Expert Interviews ...... 45 4.3 Dependency Theory ...... 54 Chapter 5 Conclusion ...... 57 5.1 Findings on EDM ...... 57 5.2 Effectiveness of Sunburn ...... 58 5.3 Effectiveness of VH1 Supersonic ...... 58

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5.4 E-Commerce as medium ...... 59 5.5 Limitations of the study ...... 60 5.6 Further Scope for Research ...... 60 Bibliography ...... 61 APPENDIX A: Questionnaire ...... 64 APPENDIX B: Questions for Expert Interview ...... 66

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LIST OF FIGURES

Figure 1 target audience analysis ...... 34 Figure 2 Graph of Facebook page from 2011-2014 (SocialAppsHQ, 2014) ...... 35 Figure 3 Facebook Sunburn page (Sunburn, 2014) ...... 36 Figure 4 Event details of sunburn on Facebook (Sunburn, 2014) ...... 37 Figure 5 Popularity of Sunburn pictures on Facebook page (Sunburn, 2014)...... 38 Figure 6 YouTube Channel (YouTube, 2014) ...... 39 Figure 7 VH1 Channel on YouTube (Vh1 Supersonic, 2014)...... 40 Figure 8 VH1 Supersonic Facebook event page ...... 41 Figure 9 Artist for a Sunburn Event ...... 42 Figure 10 Artist for a VH1 Supersonic Event ...... 43 Figure 11 Sunburn event in College campus ...... 44 Figure 12 Sunburn with other event...... 44

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LIST OF TABLES

Table 1: Sunburns Years ...... 31

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Chapter 1

INTRODUCTION

1.1 Electronic Dance Music

In the mid-1980s and into the first Nineteen Nineties, disco’s quality waned, however electronic production dominated new well-liked popular music genre designs, like electro, Industrial, freestyle, house and techno. By the mid-1990s, the presence of electronic popular music genre in up to date culture was noted wide, and its role in society began to be explored in printed historical, cultural and scientific discipline tutorial studies (Harold , 2012). The term electronic popular music genre was employed in America as early as 1985, however didn’t catch on as a genre name till the last half of the Nineteen Nineties, once it absolutely was embraced by the yank music business and in tutorial writing (Harold , 2012). The term’s use surged within the North American nation within the late 2000s with the thought attractiveness of hybrid designs that were more and more disconnected from EDM’s comparatively underground roots, however remains for the most part unknown within the United Kingdom, wherever genres of electronic music for saltation area unit put together observed as “dance music” Since round the late-1980s electronic popular music genre has enjoyed quality in several nightclubs, and is that the predominant style of music compete in discothèques in addition because the rave scene within the late Nineteen Eighties (Harold , 2012). As such, the connected term club music, whereas generally relating whichever music genres area unit presently trendy and related to nightclubs, has become similar with all electronic popular music genre, or simply those genres or some set there of that area unit generally compete at thought discothèques. It's typically used a lot of generally to comprehend non-electronic music compete at such venues, or electronic music that's not usually compete at clubs however that shares attributes with music that's what wide thought of to be club music changes over time, includes totally different genres counting on the region and who’s creating the reference, and will not perpetually

comprehend electronic popular music genre. Similarly, electronic popular music genre typically means that various things to totally different individuals each terms mistily comprehend multiple genres, and typically area unit used as if they were genres themselves. The excellence is that club music is ultimately supported what’s well-liked, whereas electronic popular music genre relies on attributes of the music itself. India is currently one in every of the largest platform for the music festivals. Most youth are showing interest and love towards the EDM festivals. Electronic music could be a new music wave that is changing into additional widespread during this during this era. ‘Sunburn’ and “Supersonic’ are most notable and happening music festivals happen in Bharat. Music festivals gave electronic music significance as a district of the EDM sub- society. Current EDM festivals are Associate in Nursing extension of the underground rave parties of the Eighties and 90’s, wherever importance was given not simply to music however alternative bootleg activities (Wiki, 2014). EDM’s though' originating from these became solely music specific festivals with lighter attention on visual exhibitions, as well as advanced lighting frameworks, optical maser shows, and fireworks, aboard accessories associated with the artists/Disc Jockey’s (DJs). Outstanding U.S EMD’s incorporate the radical Music competition in Miami, electrical flower Carnival in Las Vegas, the big Apple City’s electrical zoological garden, and Belgium’s Tommorowland competition. Rawley Bornstein, a MTV music and talent computer programmer, pictured electronic music as “the new shake and move,” as has Lollapalooza organizer Perry Ferrell. Beam Waddell, visiting editorial manager at signboard magazine, noted that the competition promoters have created Associate in Nursing astounding performance (Nicholas, 2014). The increasing normal and clear quality of EDM’s has in addition driven major multi-class festivals, as an example, Lollapalooza and Coachella, to incorporate additional electronic and step-up’s to their lineups, aboard committed, EDM-arranged stages (Nicholas, 2014). so with these facilities, some major electronic acts, as an example, Deadmau5 and Calvin Harris singly, have shown au fait major platforms on the last days of Lollapalooza and Coachella, on spots one by one control for noticeable non-electronic classifications like rock. Individuals are checking out ways for encountering the planet genuinely. We have a tendency to sleep in reality as we all know it wherever we've got less time to mingle and wherever general society areas wherever we are able to mingle are catching,

2 significantly attributable to the property blast in workplace house therefore referred to as extravagance lofts. We’re in addition springing up to be additional divided through innovation. Be that because it might, move society will counter this. It offers people an area during which they will associate in non-copy-cat routes, significantly as so much as uniting completely different teams. It empowers a reconnection with the thought of the social.

1.2 Social Media

Social media, has enabled folks to exchange photos and videos, share news stories, post their thoughts on blogs, and participate in on-line discussions. It conjointly permits people, companies, organizations, governments, and parliamentarians to move with giant numbers of individuals. In conjunction with the rise in on-line activity, there ar issues regarding the ways in which during which the private info that's shared by social media users could also be collected and analyzed. Having its pro’s and con’s social media has verified to be the foremost simplest and value effective means one will promote their complete. In the year 2000, 6 years before thought of Twitter changed into a reality, four years before Mark Zuckerberg propelled Facebook from his college quarters, 3 years previous Myspace was modified over to bolster the thought of long vary informal communication (Coyne, 2013).The chance that people might your time or another pay quite 700 billion minutes for every month on a solitary website, as an example, Facebook was unbelievable. These long vary social communication destinations aboard a whole bunch additional were solely a flash in architects’ psyches (Coyne, 2013). Students within the year 2010 will hardly wait to revamp their standing. It’s earnest for them to let their three-hundred and twenty Facebook companions admit the task they need due in 2 days. Whereas paging through their live encourage they perceive, from a notice, they need Associate in nursing obscure task due ensuing day. Within the news bolster, they understand their most fair-haired games cluster has won. They will see what their companions required to mention with regard to the amusement. Within the event that a college category is affected or a Gymnasium day is crossed out, understudies are often additional inclined to find it out on Facebook as opposition through correspondence with their college or faculty.

Facebook initial went on-line for long vary informal communication in Feb 2004, from a college residence at Harvard. It had been at initially confined to Harvard understudies till growing first to region universities, then all colleges, and within the long-term the planet. (Coyne, 2013) Face-book as of currently has extended to quite five hundred million users, surpassing My-Space in listed users and internet activity. My-space permits its users to redo their own profile page and provides announcements like Face-book. It furnishes its users with the choice of adding music and sight and sound to a client’s profile page that is a component Facebook doesn't allow. My-space is essentially a solitary page gave to the consumer which may be utilized to correspond with companions. Either side allow a consumer to post remarks to companions. Perhaps the explanation Facebook clad to be additional fruitful was attributable to its straightforwardness of operation and additional distinguished congruence during consumer profiles. The thought of Twitter takes the thought of Face-book and disentangles it encourage. What separates Twitter from each Face-book and My-space is that it simply permits users to post up to one hundred twenty character remarks. This likens to speedier, less complicated message reading. Users will scan four tweets within the time it'd fancy examine one Facebook remark. A Twitter even incorporates are lot of easy profile page that demonstrates the users tweets in expansive matter vogue on the left of the page, whereas showing supporters on the privilege. Customary Face-book or My- space profiles show what may be informative. This “convenience” might facilitate Twitter to develop in a while. Sixty percent of grown-ups continue a profile on an extended vary social communication web site, and seventieth scan on-line journals and tweets (Coyne, 2013) on-line networking has extended from to a small degree correspondence entry between understudies to a business enterprise entry for business. Scott Cooley contends in an editorial titled “Interpersonal organizations and Facebook” that people will prolong Face-book and browse divider presents on get a sense of the infamy of a person. Cooley says that if a company incorporates a Brooding again Face-book tailing, it will expand his shots of operating with them. Varied organizations can very look a man’s name on Facebook before considering them for contract. Organizations of all shapes and sizes alike have in addition created fan pages to raised advance their business. (Coyne, 2013) A Face-book fan page has changed into a significant relationship manufacturer with customers the location has changed into the

4 new showcasing procedure, replacing knowledgeable types of business enterprise. With a friend page, organizations will attract Facebook users giving a short define of the operations of the business. On the off probability that the shopper likes what they see, it's then conceivable to require when a affiliation to the business website for a lot of knowledge the simplest section, a friend page is free. YouTube channel where the event videos, music, movie and many are uploaded and can people can access them for free and also the teasers and the promotional videos are also uploaded here. The number of subscribers are more comparative to any other Indian electronic music festivals. On this page the artists have uploaded the individual performance of the artists from various stages held in India, it makes users to find the favorite artist and also explore for new talents and can stream they for free. In home page there are some featured videos that are seen and also the most recently uploaded videos are shown.

1.3 E-Booking Website

BookMyShow is India's biggest on-line flick and events ticketing complete the web site caters to price tag sales for movies, plays, concerts and sporting events via the net platform. (Wiki, 2013) BookMyShow is an internet ticketing facility like Movietickets.com and Ticketmaster.com. BookMyShow took the first services provided by these 2 web sites and consolidated it into one website for movies, plays, events and sports tickets excluding being an internet ticketing portal, BookMyShow offers info regarding future movies and events, show timings, venue details and creator bios. BookMyShow occupies eighty five to ninety percent of the net entertainment- ticketing market. Viagogo is an internet price tag marketplace for purchasing and merchandising tickets to measure events. (Wiki, 2012) The corporate, that was supported in London in 2006, contains a network of nearly sixty world websites with customers in additional than one hundred sixty countries. Viagogo was established to produce a secure on-line price tag marketplace that permits users to shop for and sell tickets to sports, music and theater and comedy events. Viagogo ticketing marketplace is intended to present users access to tickets that were typically antecedently troublesome to urge hold of, particularly wherever events square measure sold out at the box workplace. Viagogo's business is supported on the

5 principle of client protection:” buyer’s square measure absolute to get the tickets they obtain in time for the event". These sites help the user to access and buy the tickets for these events from anywhere without much work, and also the companies will get the name and value for their brand. It is part of promotional activities but also as a service provided by the organizations. Through these the promotional coupons and discounts given to the user by organizing some events or online contest to win the gifts and vacations from the organizers as part of promotional activities.

1.4 Music Stream Websites

SoundCloud was originally based in Stockholm, Sweden, however was established in Berlin in August 2007 by Swedish sound designer Ljung and Swedish creator Wahlforss. (Wiki, 2013) The founders aspired to permit musicians to share recordings with one another, however the idea later reworked into a full business enterprise tool that additionally allowed musicians to distribute their music tracks a few months once beginning, SoundCloud began to challenge the dominance of Myspace as a platform for musicians to distribute their music by permitting recording artists to act a lot of agilely with their fans SoundCloud may be a Swedish on-line audio distribution platform based mostly in Berlin, Germany, that permits its users to transfer, record, promote, and share their originally-created sounds consistent with the company’s information, in Dec 2014, the service attracts over a hundred seventy five million distinctive monthly listeners, whereas content creators transfer concerning twelve hours price of audio each minute. Founders Alexander Ljung and Eric Wahlforss ar the chief military officer (CEO) and chief technical officer (CTO), severally. (Wiki, 2013) The major label issue became distinguished once more once the new funding data was discharged, because the lack of monetization was bestowed as a difficulty SoundCloud had managed to sign associate agreement with Warner Music (Wiki, 2013). As a part of the "Premier Partners" program that enables each Warner Music, that additionally includes a minor stake within the company, and its business enterprise division to gather royalties for songs they need chosen to legitimize on the site; in the meantime, the opposite labels stay skeptical of the company's business model.

1.5 Statement of Research

"Promotional strategies used by electronic dance music festivals (sunburn and vh1supersonic) on social networking sites". There is a wave of electronic music which allows youth to seek more entertainment by means of music shows/concerts. The event organizers are making these electronic music festivals in a very big scale and also by giving chance to Indian an international artists to shine and learn from these events. Electronic music is present trend that is going on and the most known and liked music among youth. The researcher has studied on their promotional strategies and the medium they use to communicate and promote the events.

1.6 Objectives

The researcher through this research aims at throwing light on Electronic music festivals and its promotions that are carried on social media. These areas include:  Understanding how Electronic Dance Music appeals to people.  Understanding how popular are these Sunburn and Supersonic in India (Bangalore, Chennai and Hyderabad).  Understanding how social Media like Facebook and YouTube contributed to the popularity of these events.

1.7 Significance of the Study

The researcher intends to establish social media as a platform for promotions and communication from organizers to people and also their promotional strategies that are used in making these events successful. The event organizers are seeking more utilization of the medium social media and also to some extent, the use of outdoor advertising and word of mouth in their promotional strategies in order to raise the reaching level. At this research lays emphasis on Electronic music festivals and its promotional strategies used.

1.8 Research Design

The researcher has used Qualitative Research Methodology. Qualitative analysis doesn't agitate numbers. It cannot be quantified. It makes use of intensive review of literature to support its topic. It always doesn't check a hypothesis still. Qualitative analysis aims at understanding aspects of social life. Qualitative analysis generates 7 hypothesis, which may be tested by Quantitative analysis. A Qualitative analysis is conducted to grasp the attitude of the final public, to grasp phenomena or to grasp a method. Some tools of Qualitative analysis that the researcher has embraced are: Using the survey conducted for research, Expert Interviews and Analyzing the social media and event pages and pos

Chapter 2

REVIEW OF LITERATURE

2.1 Social Media

We have come back an extended means from simply medium to digital media, digital media within the twenty first century is full of lots of prospects and opportunities, however there's conjointly lots of risk concerned in it. (Deepshika, 2013) The youth during this era area unit noticeably bury connected and area unit relied on technology. They have interaction themselves in an exceedingly vary of endeavors, which incorporates social networking via Facebook and YouTube. Today’s generation conjointly have interaction themselves in multiplayer vice, blogging, downloading music and on-line buying. They conjointly transfer and share their own content on-line, to market their creation. An article says that “Social Media Play vital Role in Promotion” A presence in social media conjointly contributes to the SEO (Search engine optimization). Content manager at Content House Pakistani monetary unit Zurek suggests that Facebook can stay the foremost vital channel of on-line promotion. The professional anticipates a rise within the quality of Instagram. it's emphasised, however, that firms ought to take social media crises into consideration as potential risk factors. (Anirudh, 2015) This hook up with the analysis within the means that's obvious in nature as these social portals like Facebook is one amongst the powerful channels to speak and conjointly the rise in quality of Facebook and Instagram. It conjointly says that typically it’s a risk issue however, on gift problems it imply to geographic region population solely. These EDM’s area unit famous in urban areas principally and these EDM’s wont promote in rural areas. A foresaid in an exceedingly analysis “The Effects of Social Media selling on on- line shopper Behavior” that, The third issue takes existed legitimate people works on network or the people who seek socialization as a result of their notably concerned in open mass media sites like social networking sites. The Networking people’s area unit terribly verbal and work together in activities similar change their profiles frequently, posting comments to their friends and tagging photos. (Vinerean, Cetina, Dumitrescu,

& Tichindelean, 2013)They solely favor to have interaction in on-line activity that area unit entertainment-driven, specifically looking at cinemas, TV set appearances, videotapes, being attentive to composition, and transfer compositions or audiovisuals. Okazaki, Shintaro; Taylor, Charles R aforesaid in their journal “Social media and international advertising: theoretical challenges and future directions” that the employment of social media among Fortune five hundred firms coursed in 2012. per a training directed by the UMD College, as several by means of seventy three percent of those firms currently have a politician company story by tweets, whereas sixty six percent have a company Face-book folio. Additionally, as per 2011, twenty eight percent of the businesses had blogs at the company near, expressive the biggest rise ever since 2008. Social media disagree from ancient computer-mediated communications in three primary ways: a shift at intervals the locus of activity from the desktop to cyberspace a shift in locus important production from the firm to the client and a shift at intervals the locus of power aloof from the firm to the client. A typical classification of social media includes cooperative comes blogs, user-generated content communities, social networking sites, virtual game worlds, and virtual social worlds. moreover, social media goes to mobile, breaking ground in ancient time-location restrictions. (Okazaki & Taylor, 2013) Florina, Pînzaru; Andreea, Mitan aforementioned in their journal “Social Media and selling Of the “Popcorn” Music Wave: The Success of Romanian industrial Musicians analyzed through Their Perceived Image on Facebook and YouTube” that As a matter of truth, social media includes a outstanding impact on the capability of associate creator to survive associated even grow in an trade wherever massive labels have long been dominant, if he or she will draw the right conclusions from its direct on-line contact with fans. The ripple result of social media is real and permits artists’ music to become infectious agent and, finally, well-known. Social media, particularly Facebook and YouTube, enable folks to assemble around their favorite artists and music, share ideas and share the music with people, raising the artist’s visibility in places wherever he or she may haven't had access otherwise. As we’ve ascertained through our analysis bestowed higher than, in social media, folks tend to interact in feeling driven discussions, like the nationalist ones or the looks-based ones which would possibly provide them a way of happiness to the community fashioned round the creator. That moveable media accessible to today’s youngsters, starting from computers to mobile with net admission, likewise a voyage of a lot of “traditional” varieties like mass

10 media to teens’ rooms. They devote a lot of times to mass media to the other single activity with the exception of sleep. Definitely, youngsters nowadays square measure thus occupied in mass media that needs to developed “media multitaskers.” The data that gaining is resulting in expose to the new trends and society activities. Robyn Longhurst aforementioned in his analysis “YouTube: a brand new house for birth” that some ladies square measure currently sharing their biological process experiences with innumerable viewers UN agency square measure a part of the net video ‘community’ YouTube Broadcast yourself. Looking out the word ‘birth’ on YouTube ends up in near a Meg ‘hits’. This text is predicated on a small-scale, qualitative research that concerned viewing and creating notes on many hundred on- line videos of birth on YouTube and therefore the concomitant posts and commentaries concerning the videos. (Longhurst, Robyn, 2009) Hudson, Simon; Hudson, Prince Rupert aforementioned in their analysis “Engaging with customers exploitation social media: a case study of music festivals” that Social media has essentially modified the patron call method, and within the last decade a lot of nuanced read of however customers interact with brands has emerged. Rather than the standard purchase funnel, consumer’s analysis merchandise associated services throughout an extended analysis stage, and once purchase, they usually enter into associate open-ended relationship with the whole, sharing their expertise with it exploitation social media. New selling development by showing however social media may be leveraged by festivals and events to expand whole recognition, drive sales and profitableness and engender loyalty. It demonstrates the various inquiries regarding the routes during which hyperlinks prepare on-line conduct (Tsui, 2008) It to boot manages the media makers' thought of connections amendment the method they approach their work, and the way do these contemplations thus influence gatherings of individuals devour information and amusement in numerous ways that. The connecting elements of hyperlinks is set on stretch that sway people to ascertain past their individual convictions to a lot of in depth and a lot of varied world. Alternately, it'd say it's that they primarily fortify existing bonds by swaying people to disregard social and political viewpoints that clash with their current hobbies and convictions. Social systems administration speaks to a large quality for e-learning, as a results of its monumental result on the planet wide net. (Cecconi, 2009) Truth be told, the long vary informal communication on-line administrations dead another model of 11 knowledge administration, utterly primarily based upon the intentional commitment of purchasers. An oversized variety of the creative “social programming” is critical in supporting learning and knowledge forms on the grounds that they furnish the possibility to make imparted learning development, meta-cognitive reflection and learning generation. The online social networks or social media expedited the interactions and therefore the info sharing between the net users. The marketers awake to the importance of the word of mouth and recommendation, tried to use the social networks to contact users and encourage them to push their brands by taking part in the role of market experts. During this study, the authors tried to spot the motivations or the determinants of the word of mouth on the web social networks. (Blaukopf, 1989) For that purpose, the authors given associate degree measuring instrument model which has psychological and social factors to know this development. These users will facilitate the businesses by development of recent merchandise, the diffusion of the data on merchandise and informing the corporate regarding the feedback of the opposite client. Corporations which may use social networks to implement new promotion techniques of their merchandise. The electronic word of mouth displays as a promising medium permitting the businesses to extend their visibility on net. Postulates that the social networking may be unselfish as a true modus vivendi for people who use it in the main to exchange info on their center of interest. American youth ar inundated in media. They need t.v sets in their bedrooms, personal computers in their family rooms, and digital music players and cell phones in their backpacks. (Foehr, 2008) The growing development of “media multitasking” mistreatment many media at the same time multiplies that figure to eight and 0.5 hours of media exposure daily. At the smallest amount, changes like the convergence of media into one technology that facilitates coincidental access to multiple messages purpose to want to rethink however “media exposure” is to be measured. There is associate emergency in mass showcasing that should be cared-for. With the economy in its gift condition, it's basic that business visionaries to boot see the way to utilize on-line networking to expand promoting and enhance showcasing. (Hensel & Deis, 2010) The customary showcasing model is being tested, and the way to form leads, expand heedfulness, and strategies for impartation area unit persistently advancing. it's evident that the employment of social networking to upgrade advertising is dig certain the long-standing time, therefore one should contemplate each single

12 conceivable route to completely utilize it to expand promoting and enhance showcasing. it's to boot clear that there area unit blessings, downsides, and difficulties connected with any social networking technique, and these should be cared-for before a specific on-line networking technique is dead. The motivation behind social networking need to be to upgrade a business' marking and license their greatest fans (i.e., super fans) to easily discuss them. (Hensel & Deis, 2010) Social networking Promotion for Musicians is for anybody within the music occupation who's a business person that is to mention, its for everyone within the music occupation. (Young, 2014) This how-to manual is just about as applicable for manufacturers, engineers, studios, territorial sound organizations, equipment homes et al venturesome sound stars because it is for teams that require to push their next gig. In terms of the online, notwithstanding however solid the sign of your message is, its up against a good deal of clamor; accessible as each a Kindle digital book and a put-it-on- your-rack book, Social Media Promotion for Musicians could be a savvy call for music business visionaries hoping to boost their on-line networking. (Young, 2014) The online informal communities or social networking inspired the communications and therefore the knowledge sharing between the net users. (Akrimi & Khemakhem, 2012) The advertisers conscious of the importance of the verbal and proposal, tried to utilize the informal organizations to contact customers and urge them to advance their brands by assumptive the part of business consultants. during this study, the creators tried to differentiate the inspirations or the determinants of the informal exchange on the net social organizations. They to boot ought to specific their positive emotions connected with an efficient ordeal of procurance. therefore these users seem to be galvanized by the delight that they feel by sharing knowledge. (Akrimi & Khemakhem, 2012)

2.2 Music Festivals

House, trance music in Asian country isn't a brand new conception, however recently the love for brand spanking new genre is electronic music has up exponentially. (Deepshika, 2013)Electronic music square measure performed altogether the most important cities fests in Asian country and abroad as a result of its widespread quality among the youth, UN agency square measure their most valued audience in 2015, North America and Europe, the world’s biggest marketers or organizers of electronic popular music genre have altered the perception of youth.

Patel, Atishv says in their article “Music festivals rock India nation as socio- economic class grows” that “The scene is recouping in India. Initially, five, six years back, there have been no festivals. It’s simply commencing to develop,” says Randeep Singh from Menwhopause, India’s solely dance orchestra to possess contend at South By Southwest in state capital, Texas. “Festivals square measure starting to catch over here. I don’t assume Asian country is late. i believe Asian country is within the right time.” “Every band I’ve met since the competition in city, Chennai, wherever, they’ve aforementioned they need to be at Weekender and fans UN agency conjointly want to be at Weekender. Fortuitously for U.S.A., the primary year went off nice and therefore the word can unfold,” aforementioned Anuj Gupta from OML amusement, the festival’s promoter. (Patel, 2011) Mishra, Abhimanyu aforementioned in their article “International music continues to flourish in India” that uniting of international stars with native bands returning along at a similar stage, that is nice for Indian musical talent. yankee death metal band Dying foetus is that the latest to hitch the bandwagon, UN agency are playacting in Shillong presently. The likes of David Guetta, DJ NYK, DJ Zedd etc are playacting in Asian country on an everyday basis. And even the sort of music festivals being organized has gone broader likewise. it's not solely EDM nights or rock concerts that square measure happening. however music genres like Jazz, Blues and western classical, death metal and plenty of a lot of also are increasing in variety. This certain is ready to create the indie music scene in Asian country a giant hit and provides indie musicians lots of scope to showcase their talent ahead of a much bigger crowd. (Mishra, 2014) In a writing “Deadmau5 to play in urban center as a part of his initial Asian country tour” that Joel Zimmerman, aka Deadmau5, can play in urban center as a part of his initial Asian country tour. The five-time Grammy politico and winner of the Beatport Music Award for Best Electro House creator for 3 consecutive years can play within the town at star Arena on March fifteen as a part of Deadmau5 in association with Provogue. The event is being bestowed by Sunburn, the creators of Asia’s largest EDM competition. (TOI, 2014) In an editorial DJ Richard Durand “Indians area unit real people” that a lot of those who sleep in Asian nation, this music isn't as huge as screenland or pop and a lot of. however it's sufficiently big to own events like this and festivals like Sunburn. EDM scene gap up to cater to music aficionados, an oversized range of festivals area unit cropping up in numerous cities self-praise of a stellar international line-up. it had been

14 no surprise once hang exhibitions ventured into the live music scene. Receiving an honest response, the fest witnessed international DJs together with attract, Richard Durand and Daniel Portman entrancing audiences through their music. Dutch dj and producer Richard Durand United Nations agency started his career with notable DJ Tiesto, has performed in Asian nation on numerous occasions for various festivals. His recent performance conjointly coincides with the launch of his latest album In Search of Sunrise eleven within the country. (Athena Information Solutions, 2013) In an editorial “Is Asian nation future EDM hub?” that within the last number of years, the worlds greatest and highest-paid deejays have compete to packed homes on our shores. Kasmin Fernandes lends a ear to the increase of the thumping beats... DJS area unit the music world’s new rockstars. The flattery, delirium and price tag sales once enjoyed by the likes of Mick Jagger, guitar player, Pink Floyd, Metallica, have -- within the recent past -- become the domain of DJs like Tiësto, David Guetta, hero van Buuren and Fatboy Slim: the czars of electronica. That every one of the on top of artistes have visited Asian nation recently to play at packed gigs is cause for cheer. till a few of years agone, looking at foreign acts like Swedish House Mafia, Calvin Harris, Afrojack, Kaskade and Eddie Hardwell “live”, was a far off dream for the common EDM lover. Today, not a month goes by while not a top-billed international act flying all the way down to our shores for a concert. (Times of India, 2013) It’s not simply international artistes United Nations agency area unit visiting India; Indian DJs are attending high EDM festivals and conventions. Last year’s fifth International Music Summit (IMS) in symptom hub Ibiza, was another catalyst in presenting Asian nation globally. Since Asian nation features a large population, though atiny low share embraces popular music, it'll be an enormous market. Dunmore, in Associate in Nursing interview to an internet site, said, “Initially a few of hundred individuals attended. Now, it’s around forty,000-50,000 a minimum of in one concert! Indians are travel everywhere the planet. Now, we will see the complete movement get as they unfold the word.” (Times of India, 2013) In an editorial in outlook known as “Music within the digital age: The Emergence of Digital Music and Its Repercussions on the Music Industry” by author Sadie A. (Sadie, 2011) Digital media is that the new medium through which individuals will move with one another, interactive media has overtaken all styles of promoting within the recent past. it's shown an incredible adult within the recent past. Music now's within 15 the method to turning into Associate in Nursing integral a part of this. individuals were ne'er engaged within the creating of the music however currently they need began to become a lot of engrossed. The composers will currently simply unleash a promo and obtain a lot of viewers on-line and improve on the song. they need began to perceive the style of their listeners as a result of the review is sort of instant. Listeners are getting concerned within the actual creating of the music. Stafford states in his report “Music within the digital age: The Emergence of Digital Music and Its Repercussions on the Music Industry” considers that aside from creating sensible music, promoting through on-line media like Facebook and YouTube is essential in today’s digital age. He says creator United Nations agency paces himself or herself on-line through social and interactive media have a footing over different artists that is essential to success within the music trade. (Stafford, 2010) however in today’s world everyone seems to be into this digital era principally in urban areas like Bangalore, urban center and Hyderabad. Being into electronic music, however does one suppose EDM works for India? EDM may be a huge effing hit with the Indian audiences. individuals go mental and also the turnout is nice as a result of individuals area unit terribly wealthy here. Live music must grow in Asian nation. (Athena Information Solutions, 2014) it's terribly arduous for a band to grow huge in Asian nation. EDM may be a huge effing hit with the Indian audiences. within the past one year alone, we've got had acts like Tiesto, Avicii, hero Van Buuren, Flux Pavillion and Deadmau5. Even Zomboy was purported to return to urban center however failed to therefore we tend to all very flipped out this. you've got of these huge EDM artistes returning to Asian nation. individuals go mental and also the turnout is nice as a result of individuals area unit terribly wealthy here. i believe Asian nation is doing rather well thereon front. Referred to most as adherent Inquiry, Bakshi, the bigger a part of twenty five with buzz within the electronic move music (EDM) scene in Asian nation as a maker, author and liquidiser. (Lakhani, 2012) Bakshi was the lead instrumentalist of a stone band, unloved electronica and commemorated teams, as an example, Rage against the Machine and inexperienced Day. probability to play seeable of your time limitations. before of Associate in Nursing audience, there have been solely seventy people left nevertheless individuals saw them cherishing the music," he says. From that time forward, adherent Inquiry has compete many gigs crosswise over Asian nation and even got an area at the good Escape competition in urban center a year agone, wherever he

16 compete at the celebration's biggest venue, the urban center Dome, gap for yankee electronica star. that merely shows trending nature and interest of the individuals is seen clearly. However intellectual the method of making or evaluating a musical work could also be, there's ample proof to support the read that music is based totally on the expression and therefore the engendering of emotions. (Creston, 1970) Music is intimately concerned in our feeling allies, it's natural that the intrinsic aspects and functions of music square measure as several and as diver seas life itself. The classes of music square measure manifold. The mass media musician should notice that the principles governing invertible counter purpose don't seem to be, and wish not be, applicable to the intensification of a dramatic moment during a film. it had been over forty years agone, with the arrival of radio, that music educators foreseen the entire death of their cording business, and therefore the transference of the public's interest from machine records to broadcast music. Changes in patterns of musical behavior aren't solely attributable to modernization and/or absorption, however conjointly to media morphisms, i. e. the electronic mutation of musical communication. (Blaukopf, 1989) The conception of media morphosis might function a tool within the conceive to analyze the impact of the electronic media upon the creation of music and upon the technical and economic mechanisms governing the dissemination of music. accustomed outline such tonal structures in a very scientifically reliable manner. The ways of artificial sound production create it potential to duplicate sound families that exist in varied music cultures. Such duplications consists within the institution of rules shaping a group of synthetically generable sound events. Electronic music began in Cologne in 1952-3.The first composition to use artificial sounds derived from sin tones was my Electronic music. Plagiarism. (Stockhausen, 1971) Electronic music within the USA could be a prime instance of this. If one reads dictionaries, articles in specialist journals (let alone the popular press), books concerning music and even new music they are saying nothing concerning the origins or prototypes of electronic music as a full, or they merely lie. Any scientist may justify the yankee got to try this form of factor thus on win a minimum of a small indefinite quantity of self-assertion, even in inventive matters. In the quickly ever-changing world of popular music genre a replacement sound has emerged. It started within the drug/club culture and has currently firmly entered the pop 17 thought. (Casey, 1992) I expect it'll be around for for much longer than 'Freudian Slips'. it's called 'rave' or 'techno' music and it's commencing to build its mark on the Irish music scene. Rave is additional usually applied to the culture close this music. Rave culture is characterised by saggy garments, thumping electronic ballroom music and ecstasy, a mood-enhancing drug. Ecstasy, additionally called the 'disco biscuit', is that the psychoactive substance of the 90s - no got to inject or sniff, simply pop a pill. however teenagers area unit masters neither of mysticism nor of theology. thus we must always not be stunned that they need found that means wherever we tend to see very little. In describing these forces, I hope to maneuver on the far side culture business narratives toward a broader rationalization of cultural amendment, one that's lacking not solely in music scene studies, however conjointly in literatures on several other forms of social worlds. Rave culture and also the EDM scene illustrate this association. (Anderson, 2009) Raves, or grass-roots organized, antiestablishment, unaccredited all- night dance parties, that includes electronically created ballroom music (EDM), emerged throughout the repressing Thatcher and Ronald Wilson Reagan eras within the uk and us. via Generation X's efforts and actions. (Anderson, 2009) Altered as a results of their pursue a lot of intimate identities and bonds. Raves were typically quite huge, eliciting crowds within the thousands. a number of today's rave-like music festivals and branded parties still report large-scale attending. "There's currently enough content in Asian country that we are able to do festivals," within the past you only had musicians doing covers, however currently for the primary time we're seeing a movement of bands taking part in their own music." (Betigeri, 2013) "The competition with logos all over and lots of sponsors actuation the strings," Rather, the cluster has found its own non-public funding. "We stand to lose lots of cash however it's concerning building it up, year by year," however breaking even is elusive, and Indian organizers say they expect the method to require years. NH7 prices anyplace from twenty million to forty million rupees, or $330,000 to $658,000, for every event. Pedro Peixoto Ferreira same in his examination "When Sound Meets Movement: Performance in Electronic Dance Music" that, this text talks regarding the problem of execution in electronic move music (EDM), (Ferreira, 2008) thinking of it as' specificity within the utilization of really replicated sound to advance a continuing moving background. Still augur well to credit workplace to the DJ choosing the sounds or to the group continuing onward the move floor once they ar each simply middle

18 individuals, close stable duplicating machines, of the sound-development connection? EDM is as usually as doable saw as an immediate improvement of a century ago's musical avant-gardes, or as AN assortment of today's electronic craftsmanship music. This thought is proliferated and advanced by various re searchers, furthermore as by various DJs, significantly those whose music some decision "Intelligent Dance Music" (Ferreira, 2008) Placide Gaboury same in his exploration "Electronic Music: The Rift within the middle of creative person and mass" that, THE ELECTRONIC AGE has introduced another awareness of correspondence and time. (Gaboury, 1970) each seem to possess gained new measurements: time, as AN all the additional grasping attention to the past as being what's indicated and also during this means of the current as an alternate character; correspondence, as a additional intense perception of man's individuation irrespective a developing "worldwide town" feeling. On the off likelihood that jazz, pop, electronic, and real music continue borrowing from each other as they are doing currently, they may really be additional nearly connected than any time in recent memory and even get to look as one thing else options of 1 music. Electronic music, very little doubt remains, cannot be at once AN impeccable event and a accent. The one loses alternate will increase. within the event that we tend to want to visualize it as a unimportant incidence, with no relevancy the past or to reason, we'd very well ne'er find AN importance in or for it. (Gaboury, 1970) In AN article: EDM Stomping ahead" that, electronic music, no doubt, cannot be on the double AN impeccable event and a accent. (Anita, 2013) Within the event that we tend to want to visualize it as AN insignificant incident, with no relevancy the since this type is standard, everyone is coming back. At the purpose once people with plenty of money within the bank have to be compelled to drill another huge name, I say you would like wasn’t trouble with another vast DJ everything you need a superior expertise that originates from higher bogs, bouncers stopping offices, accommodating lost and discovered counter and not merely beautiful banners and adorned works of art. It’s a trifle market in Republic of India. Within the event that you simply had a very perceived whole, assortment or a celebration like Sunburn or Submerge, it's going to supply well, else it's absolute to tank. At constant time, these days we tend to confront a problem of bounty since too of EDM is coming back in nevertheless all solid noticeably alike. in addition we've got to create our fan base that artistes and marks have to be compelled to join up and make a set that sticks in individuals' brains. (Anita, 2013) 19

Tandon and Saloni same within their article "EDM darlings in the town on melody, go metro-jumping to travel to shows " that, EDM-adoring world of the town goes shut and much for his or her trysts with their most favored DJs, ( Tandon, Saloni, 2014) United Nations agency have begun frequenting railway system urban communities like city, metropolis and urban center for gigs. people whole idolized the expertise and from that time forward, people began reaching to gigs in city, urban center and state of all the EDM DJs who've elapsed Republic of India. Gareth mineral, Hardwell, Deadmau, Swedish House Mafia, and Alesso - the summation is eternal." The people ar really fast to concentrate to new sounds and music. i actually did not foresee that the cluster would be that sturdy therefore warm. i am anticipating be welcome over and over. ( Tandon, Saloni, 2014) Begg and Yusuf same in their article that, sunburn, a five-year previous electronic move music celebration, has been at the line of the non thought music show transformation in Republic of India. (Begg, Yusuf, 2012) Musical performers and celebration coordinators have trashed the sentimental minstrel act. aside from the guitars and synthesizers ar spreadsheets and transportable PCs. nearly five hundredth of the prices ar known with creation expenses of a celebration. This incorporates the complete collection of putting in the stage (various stages now) with props, lights and sound framework. Craftsmen's charges subtract another four-hundredth. Be that because it could, with additional coordinators wanting to rope in a very worldwide demonstration to feature their celebrations, nominal expenditure is left for the home- developed specialists. Indian entertainers say they only charge alittle quantity of their normal expenses. (Begg, Yusuf, 2012) Initially, music whose substance wasn't recorded, however rather was gotten solely through built means that utilizing electronic oscillators that deliver waveforms, background signal, channels and ring modulators. (Leonardo, 2001) Such substance was then recorded on tape and controlled in complicated courses, as noted by Herbert Eimert, one amongst the pioneers of electronic music and chief of the Cologne studio, one amongst the known of the first ancient electronic studios. The live presentation of a musical work. It will be part of any of the accompanying: recorded sound parts on any type medium; electroacoustic and computerised controls more and more. Ivey same in his article is that, inside the previous few years, literature regarding electronic music has proliferated. (Ivey, 2000) a number of this literature is very technical, and is helpful primarily to experienced practitioners of the art; it'll notice its

20 place most logically on a special shelf inside the electronic music studio, on the market for prepared reference. an excellent deal of it, on the opposite hand, belongs within the faculty or university music library, wherever it'll be accessible to readers of varied degrees of background and interest within the subject. this text is meant as a useful guide to a number of their cent publications. maintaining with the ever-expanding repertoire of electronic music on records isn't straightforward (Ivey, 2000) Raves area unit all-night dance parties attended by giant numbers of youth, generally in more than twenty plus thousand dollars. (Erica, 2000) The rave scene, that is international in scope, is distinguished by undercover venues, hypnotic electronic music. The rave scene, that has been active in North American country since the late Eighties, has spawned a flourishing trade of promoters, playing DJs, fashion designers and graphic artists, key elements distinguish the rave scene: the music, the venue, the individuals and therefore the medicine. The underground or uncommercialized music featured at raves is distinct from the music vie at standard nightclubs. Most of the genres of rave music area unit created by computers and embrace very little or no vocals. Artists and freelance record firms press little quantities of "white labels" and distribute them on to DJs. Radio and transnational record firms area unit bypassed. (Erica, 2000)

2.3 Online Websites

2.3.1 Beatport

Beatport is a web music store that makes a specialty of Electronic popular music (EDM) and culture. Beatport may be a in camera command company in hand and travel by Beatport LLC and based mostly in state capital, Colorado and Berlin, Germany. (Deepshika, 2013) Beatport appears attack turning into a hub for Disc Jockeys (DJ’s) with today’s launch of remix contest platform decision Beatport Play. This new- dedicated website options tracks from prime tier talent like Steve Aoki, Avicis and David Guetta and Facilitates gumptious producers to induce their work on major label. We have a tendency to even have an indoor inspect the new Beatport “artist pages”, a DJ social network of types that is presently in trend. Music lovers will notice exclusive releases on Beatport, different stores don’t have this selection or feature. Beatport has glorious client service, and is user friendly or straightforward to grasp larger assortment across totally different spectrum of electronic popular music.

2.3.2 BookMyShow

An article “BookMyShow.com back with 'Sunburn 2012” says that, this year, Sunburn-Goa is bound to rule your twelvemonth celebrations with a combination of International & Indian artists, (Athena Information Solutions , 2012) a concoction of super-sized diversion, cookery delights and euphoria setting. Book-My-Show, the biggest diversion in selling passes entry in Republic of India takes to you, the Asia’s prime Electro popular festivals pageant, Sunburn Goa 2012. Book-My-Show acquaintances with Sunburn as private passes and prison guard mate for the sixth consecutive year once dazzling its audience with the special metropolis and urban center editions, Sunburn finally returns toward its original destination Goa on twenty seven, twenty eight and twenty nine Gregorian calendar month 2012. The tickets for the 3 day electronic music dance pageant are completely on the market on BookMyShow web site. Searching for info on merchandise and services combined with the growing interest in social media create them necessary channels of selling communication and a lot of and a lot of corporations see their advertising potential. (Jaska & Werenowska, 2014) so as to demonstrate the role of social media in shaping the company image and disapproval the paper discusses the explanations for companies' interest during this kind of communication, its application within the internal communication system furthermore because the edges and risks of a whole engagement in social media net users hunt for info a few whole on on-line forums (78percent) and official websites (68percent). just one third of the respondents declared to look for info on social networks. This trend might result from restricted engagement of companies in well- liked social networking sites and a scarcity of confidence within the new ways in which of communication with customers.

2.3.3 YouTube

Who square measure a chunk of the net video “group” YouTube show yourself? Seeking the word' conception' on YouTube ends up in close to a million 'hits'. (Longhurst, Robyn, 2009) This text is in lightweight of somewhat scale, subjective examination venture, including review and creating notes on some hundred on-line options of conception on YouTube and therefore the going with posts and discourses regarding the options. Digital/space. From one viewpoint, conception stories and

22 options appear, by all accounts, to be everywhere the place. The aftereffect of seeking Associate in Nursing expression, for instance, “labor” on YouTube ends up in additional “hits” than one may see during a whereas on the other hand as Pollock proposes, 'Very a lot of here and scarcely there' - there's one thing additional convoluted occurring gazing many the YouTube options and therefore the critiques that include them uncover that an outsized portion of the YouTube options repeat the verbalize what a “decent” mother got to be.

Chapter 3

METHODOLOGY

3.1 Defining Research

Research by and huge alludes to a wellspring of data. One will likewise characterize explore as Associate in Nursing economical and investigatory pursue information on a selected subject. Exploration may be a specialty of investigatory examination. Examination are often thought of as a problem and actual gazing to depict, clear up, and anticipate and management the watched marvel. All things thought of it will in like manner be aforesaid that examination is philosophy of finding Associate in Nursing accomplishing information distinctive with a subject matter and this specific strategy happens in an astoundingly good and check approach imitating all the principles and therefore the framework to extend legitimate adapting on the topic picked by the professional. In basic words examination is moving from what's dark to proverbial. Associate in nursing investigation incorporates philosophies, as an example, portrayal a problem, shaping a hypothesis, Associate in nursing developing an examination arrangement, gathering of information and analyzing it and thenceforth touching base at a conclusion. . Associate in Nursing examination course of action in rudimentary ways in which are often explained because the system taken once by the knowledgeable to direct the investigation. Framework will equally be insinuated because the pathway utilized by the knowledgeable to search out the result of a problem or the conclusion to the investigation issue victimization numerous systems, strategies and criteria that apply to the examination. Here, the examiner tries to form sense of the outcomes during a deliberate once a group route until he connects the specified conclusion.

3.2 Research Methodology

Methodology are often characterized to use to provide Associate in Nursing intelligible thought on what the specialist is doing within the examination. It manages the individual to attract and to be dynamic within the specific field of inquiry. A lot of the time the purpose of the exploration and also the examination subject won’t be

identical it's going to amendment from its destinations and stream off the exploration nevertheless by grasp a correct philosophy this could be accomplished.

Right from choosing the theme until proposals, analysis approach drives the specialist within the right track. The entire analysis arrangement is in light-weight of the thought of right procedure. Research approach is Associate in having approach to deliberately lookout of the exploration issue. It’d be seen as an exploration of concentrating on however research is completed deliberately. In it we have a tendency to chew over the various steps that are for the foremost half embraced by a specialist in concentrating on the exploration issue aboard the aim for them. It’s necessary for the analyst to grasp the examination systems yet because the philosophy. Analysts not simply got to acumen to feature to bound files or tests, the way to ascertain the mean, the mode, the center or the quality deviation, the way to apply specific examination ways nevertheless they in addition got to grasp that of those systems ar connected and that aren't and what may they mean and show. Exploration is Associate in having organized and orderly methodology for locating responses to inquiries.

3.3 Qualitative Research

In qualitative studies, analysis strategies are started that recommend the sort of strategies of observation which can be used and also the sort of information which can be collected. Analysis and information assortment proceed in a very continual manner, wherever groundwork breakdown informs subsequent information assortment then forth. The qualitative study technique the examiner has used for this analysis is In-depth interview of consultants.

3.4 Tools used for data collection

The researcher has analyzed the promotional strategies used by two event organizing companies on social media. The researcher also had set a few parameters: promotional strategies, artists, place, age, communication and promotional tools. The rich and wide data utilized by the researcher, the articles and papers referred to will structure the base of the optional information which will help the researcher make headway with the assessment of all the gathered information.

To gather the data required for research and conduct an analysis, the researcher has relied on secondary data which are the Facebook page followers, YouTube likes and follow ups, blogs and existing researches on this topic. The researcher has then used a coding sheet bearing all the parameters for the purpose of analysis. The researcher will then break down all the information gathered to infer a conclusion. Main Research tools used to get primary information are:  Expert Interviews (Industry people- formal and structured)  Content Analysis (Websites, different mediums and events)  Questionnaire ( Pilot study’s research survey- Convenient Sampling)

3.5 Theoretical Framework

The theory used in this research is Uses and gratification theory which is also called as Dependency theory which is very much opted for this research as electronic dance music events are using social media as their communication medium.

3.6 Dependency Theory:

The researcher have used dependency theory to find the relation to the study conducted and also the theory itself shows social media as a platform for the organizations to communicate and promote the brand and establish better relation between user and provider. The bigger a part in hypotheses on mass media processed concerning impacts mass media up on public. Hypothesis that clarifies of however public usage mass media for his or her want and satisfaction. Because it were we will say this hypothesis conditions come again but public do with mass media relatively to what mass media will to people.

3.7 Content Analysis

It is an efficient way to explore the content of media. Methodical procedure devised to look at the content of recorded material. Research skill for assembling replicable and relevant references from data to their context. Content analysis is a technique of analyzing and studying communication in an organized and objective. Content to be analyzed is selected according to predetermined rules, coding and analysis also be uniform.

3.8 Parameters

 Cities (Bangalore, Chennai and Hyderabad)  Social Media  Facebook  YouTube  Years analyzed  Target Audience  Artists performed in sunburn  Artists performed in VH1 Supersonic  Events in college campuses  Collaborations  E booking (BookMyShow and Viagogo)

Chapter 4

FINDINGS & ANALYSIS

The researcher has opted to collect the data by observing Facebook pages of the two event organizing companies and also the activities of the pages and how readers are communicating with them. In this process the researcher will able to understand the promotional strategies and popularity of the companies for the study. The researcher also collects data from YouTube channels of these two event organizing companies by observing the activities on their channels and their subscriptions and likes. This collected data will be the secondary data for the research. The following analysis has been taken from the information collected during the review of literature and has been categorically explained based on the parameters chosen to analyze it. Sunburn and Supersonic are popular in many metropolitans in which the research have limited to three major cites Bangalore, Hyderabad and Chennai. According to the researcher’s observation on Social Media sites like Facebook and YouTube and also from survey which has been conducted as part of a mini research, it has been concluded that these festivals are very famous in Bangalore been an IT hub as well as mass gathering of younger generation is more. Most of Sunburn events are held in Bangalore where international to national DJ’s come to entertain the crowd. Bangalore is known for these electronic music festivals and we can see that a lot of rock concerts and individual band concerts happen here. In reference to the parameter Area.

Figure 1 Popularity of EDM festivals in cities

Electronic ballroom music (EDM) created from categories like House, Trance, Dubstep and Drum & Bass has clad to be comprehensively customary moderately as recently and has taken India’s young, loaded urban populaces by tempest. (Bhat, 2014) In 2013, the Swedish House Mafia, Arminius van Buuren and DJ Tiesto apparently the 3 greatest names within the EDM scene have all compete their tracks at provide out shows in Indian urban areas. the highest DJs all produce their own music. What’s a lot of, on the off likelihood that you simply assume you haven’t detected or touched to their tunes, reconsider. A tap into the potential of the Indian market and profit. (Bhat, 2014) precisely eighteen,000 tickets were sold-out for the Swedish House Mafia show in Mumbai in Gregorian calendar month at a standard of Rs 5K. distinction that with rapper Snoop Dogg’s shows in Old Delhi and Pune wherever around one,000 tickets sold-out, at a standard of Rs a pair of,500. Sunburn, the three-day year-end music celebration sorted out by representation in state, is Asia’s biggest. Sunburn Arena occasions with DJ Tiesto, Arminius van Buuren and Swedish House Mafia provide a pair of,000 influential person tickets (at upwards of Rs 5K every); conversely, once Guns N’ Roses came to India as recently, 2,500 people appeared. For sure, seven of India’s ten greatest music shows square measure EDM gigs: Tiesto force in a very larger variety of people than Sanchez Santana. The bowl occasions keep running up incomes of anywhere between Rs three large integer and Rs five large integer for every town, or Rs ten large integer to Rs fifteen large integer for a visit. As indicated by him, the unrecorded music business in India is prestigious at Rs one hundred large integer to Rs a hundred and fifty large integer a year. According to the survey conducted in the mini research previously the results say that the usage of social media on an hourly base in a day according to the result of the survey: 44percent of the respondents use the social media from 2 to 4 hours and 39percent of them use the social media for more than 4 hours and only 18percent of them use the social media from 0 to 2 hours. Electronic Dance Music festivals, most of them have answered in affirmative. Hence the result of my survey proves a point that the promotion strategy employed by the EDM organizers is quite successful. Because nearly almost respondents of the total have some knowledge about EDMs and they are aware of its presence in social media. The impact on the respondents with regards to the EDM promotional strategy used by the organizers. Nearly 75percent of them say that the videos posters, pictures and 29 songs have created a strong impression on their minds. The social media is thus effectively used by the EDM organizers through the means of posters, pictures, videos and songs to get the attention of the respondents and also influence their decision to go for these EDM festivals. The social media also providing the channel on YouTube to allow people to access the video archive of previous sunburn events and the artist played songs on YouTube that are available for free to stream. Sunburn also provides various options on the social media pages which are hyperlinked to the e booking websites like BookMyShow and Viagogo for booking the event tickets. It is an easy way to book the tickets for the events if people are interested to buy. It also creates a trust that the official sunburn pages suggesting the websites to book the tickets. The promotional strategies that are used by the sunburn India are mainly social media and to some extent the use of print and the outdoor advertising giving more reach than any other event organizers. The use of social media is rapidly increasing and in present scenario people from urban areas have more access to the internet. The information that is published by the event organizers can be seen of their official pages on Facebook and YouTube mainly. The promotional content also play an important role in attracting the public by using various posters and videos to grab more attention from the public. The use of the posters and the videos it managed and updated very often which gives more information to the public and also used as branding tool for the organization. Even the poster are attractive and the most appealing which grab them to visit the page again and again.

Figure 2 How EDM on social media to public

4.1 Content Analysis

Table 1: Sunburns Years

Sunburn Festival 2007-2011 2012 2013 2014 Artists 239 98 117 123 Audience/event 111,490 Above 50,000 Approx. 75,000 Approx. 83,000

4.1.1 Years considered

In above table it clearly show the increase in the audience and the artists. In 2007 there were 40 approx. artist were attended the shows from international stages and national. (Wiki, 2014) 2007 is the beginning of new music era in India and it has been booming since then. Sunburn has been operating in India since 2007 and it has improved the quality and popularity among the youth in India mainly metropolitan cities Bangalore, Chennai, Hyderabad, Goa, Mumbai and Delhi. Sunburn has organized the events in Goa and in some other places in 2007 and gained the attention of the people mainly youth by introducing a large scale concerts with loud music have driven people towards it. From there sunburn have introduced international artists to Indian youth and established a trade mark in organizing the Electronic Dance Music festivals in India. In India people gathering for a music event in a large number has created a sensational news at that time and the western culture influence has shown again in India. Even though there small size music concerts and EDM concerts but they are confined to one place only like many small concerts took place in Goa. From 2007 to 2011 it has conducted the concerts in almost every metro cities and Goa. The number of artists has been increasing gradually and the popularity and people’s involvement had been increased. In 2012 there’s an increase seen in artist which is of 98 artist from international and national platforms have participated in these concerts. These artist are well-known DJ’s from all over the world. They come here to perform on the basis of their remuneration and also respond from the crowd. 2012 was one of the famous years with the rumor of apocalypse of the world and these event organizers have utilized to the maximum by conducting the events in a big scale in India by calling up the best DJ’s in world to perform in India. The promotion of these events were also very intense and promoted

31 the events by using the apocalypse slogans and one last time kind of lines in poster and their promotional videos. Later in 2013 the craze in people’s mind have showed to establish a firm base in Indian youth that Sunburn can provide best Electronic Dance Music festivals in India by collaborating with other event organizers to create mega events and attract more youth. This also shows that the Electronic Music are popularized than any other music genres in India. Due to technological advancement and the development of the Indian economy and the infrastructure gave smoother path to these music festivals when compared to the early Classical, Rock and Pop genres in India. In this year sunburn have experimented many ways to attract the people and to compete with the other competition in the market. Some of the experiments are collaborations with other companies and also introducing the Indian DJ’s to play fusion music which is combination of electronic music and Indian classic music. In 2014 sunburn started to organize the events in colleges and universities. (Bhat, 2014) It also started introducing the Indian bands and other DJ’s to perform in the concerts which gives opportunities to the new talents. Sunburn being a stage for new talents in Indian and also international. Most of the artist are interested in performing in India as the crowd was energetic and playing in front of large is a challenging task to do. 2014 gave encouragement and also there’s gradually increase in the artist number which is of 123 artist in this year. Alongside endemic talent like Anil Chawla, popular music genre Rajahs and Ash Roy marked the variability Sunburn 2011 had to supply. Sunburn captive on the far side province and contend to large crowds in Bombay and urban center in 2012. For the primary time Sunburn crossed international shores to the beaches of capital of Sri Lanka, Ceylon in 2012. The pageant in province saw a large turnout of 50000+ attendees and 120+ artists, along side seven stages: Arro’s cake Castle, Cubezoid and Helia being the foremost breathless ones. In reference to the parameter Years taken. Seven large, severally inventive stages. On-the-scene encampment on the lines of Tomorrowland. Sunburn cruises, a mart, book libraries, circus tents, a kite pageant, AN open theater and a Ferris wheel. Vagator took Sunburn seven to a bigger height with a bigger beach and every one the additional leisurely activities it had to supply. Afrojack, Axwell, Markus Charles M. Schulz, Pete Tong and Mark Knight became the most important attractions on the lineup. 120+ artists and 200+ hours of music, Sunburn,

32 province 2013 fell solely a couple of inches in need of heaven. In reference to the parameter Years taken. With the Sunburn pageant 2014 simply weeks away, we tend told be lying if we aforesaid the mammoth lineup of this large pageant failed to get North American nation excited. This year’s line-up, like each different year’s is exciting and packed with myriad genres. From Knife Party to Dimitri Vegas & Like electro-acoustic transducer, we will solely wait to envision what 2014 has in store! Recently, Sunburn bagged accolades worldwide for its premium quality and uanique expertise, when winning a WOW Gold in 2 of the most important categories: ‘Entertainment information processing of the year’ and ‘Entertainment Event’ of the year. This solely has North American nation additional eager in anticipation, expecting Sunburn to succeed in new heights! In reference to the parameter Years taken.

4.1.2 Events in Colleges

Sunburn has started conducting in several schools and universities to draw in younger crowed by providing discounts and close to. Many IITs, IIIT and few AIIMS additionally witnessed varied Indian and International artists. BITS Pilani province field was the primary faculty to ever host the sunburn on field. This strategy by Sunburn helps grow the craze of EDM in teenagers and it additionally shows a replacement trendy trend evolving in schools throughout Asian country. Pune pilani’s field additionally with success hosted Sunburn throughout Oasis 2014, the annual cultural competition of Pune pilani’s, national institutes-Bhubaneswar additionally with success hosted Sunburn in AADVAITA 2014, Annual Cultural competition if IIIT Bhubaneswar. IIM Kashipur additionally hosted Sunburn in Jan 2015 as a locality of their Cultural Fest Agnitrayaa 2015. In respect to the parameter Event in schools. According to the researcher’s observation, Sunburn’s Face-book page has been well maintained with constant change of knowledge concerning the events that they organize. They additionally post numerous posters, pictures of past events and videos to draw in the viewers. In his observation the man of science found that in most of the posters, pictures and videos contain adult content that makes it additional appealing. Compared to the Supersonic event, Sunburn has comparatively additional likes on its page and additional followers on YouTube. Sunburn additionally has a politician web site for price ticket sales and data, that additionally provides complete social media coverage as well as tweets. In reference to the parameter Social Media.

Supersonic has reached viewers in slow phase as it was started after Sunburn. Even though it started late in time, it has also have a strong Facebook presence and followers on social media. It also keeps updating and maintains the pages on a daily and hourly base which often gives information and entertainment to the viewers. Supersonic is currently in a budding stage which is gaining popularity in youth and corporate employees. In reference to the parameter Social Media.

4.1.3 Target Audience

According to the researcher’s observation on Facebook and YouTube and also from survey which has been conducted in mini research that most of the people belong to the teenage which explains the popularity of electronic music festivals. As survey shows among the total respondents, 54percent of them are under 22-27 age group, 20percent of them fall under the age group of 15-21 and 26 percent fall under the category of 27- 35 age group. The majority of who have responded to the questionnaire are between the age group of 22-27. In reference to the parameter Age group.

Figure 3 target audience analysis

4.1.4 Social Media

The graphs shows that the increase and fluctuations in these three years. In detail the gradual increase in the people talking about the posts and the page. In 2011 we can see the growth in line and its being increasing from there, this indicates that the promotions and the page efforts are paying off and reaching to people on flying colors. As most of the youth are used to the social media pages because of certain improvement in globalization and urbanization of the cities and more connectivity to each other.

Which also shows better communication reach an indication of communication models playing a strategic path to reach out loud like Uses and Gratification model shows that people opt to rely on convenient media to closely associate with it, likewise social media is being top among other media as most of the people from urban areas are using these social media platforms for information and to make a communication with outside world. It also has affective communication tools that can relate to people’s interests and need where uses and gratifications theory clearly does that and can relate to the Electronic music festivals promotional strategies for better reach. In 2014 again where electronic dance music fans in India make the long pilgrimage to southern party capital, Goa, for two of the country’s biggest music festivals. VH1 Supersonic and Sunburn festival will both take place from 27 to 30 and 29 December respectively. It all began back in 2007 when entertainment megalith Percept partnered with tireless supporter and icon of EDM/tank tops for men, Nikhil Chinapa, to form what is now one of Asia’s largest music festivals Sunburn. The festival was a hit right from the get go, bringing in massive, mainstream acts like Axwell, Above & Beyond and Carl Cox down to the subcontinent in its first year running. Sunburn grew exponentially larger with each year, spreading its brand of EDM joy to Indian masses across the nation. This year’s the festival’s eighth, will feature 120 musicians, producers and DJs, and according to organizers is expecting a modest footfall of 1, 00,000 people over 3 days. In reference to the parameter Artist entitled.

Figure 4 Graph of Facebook page from 2011-2014 (SocialAppsHQ, 2014) Both VH1 Supersonic and Sunburn are impressive in their own right. VH1 Supersonic’s Arms House bass stage got the audience pulse as soon as it was announced in November 2014. Basshead Alix Perez makes a comeback to Indian shores after the

BASS CAMP festival earlier in 2014 along with UK native Chimpo, DJ Die, DMZ’s SGT Pokes and DnB talent Icicle. In reference to the parameter Artist entitled. Supersonic’s main stage will feature mainstream commercial DJ’s like Infected Mushroom, Mat Zo, Jeremy Olander and Paul van Dyke however, London resident and genre juggler Maya Jane Coles is on the second day and legendary “Detroit Techno” pioneer - Carl Craig will both be ending the stage on the first night. With a lineup like that, creates VH1 Supersonic is definitely heading in the right direction when it comes to introducing new genres and sounds to the subcontinent. Sunburn, despite having a few heavyweights to its name, pales in comparison and sticks to the EDM sound its comfortable with. In reference to the parameter Artist entitled.

Figure 5 Facebook Sunburn page (Sunburn, 2014)

4.1.5 Facebook

In the above image we can see that the page itself is attractive and creates a mood that people can feel the atmosphere of the concert and music. On left of the image a place where it is highlighted which indicates the page likes which is 1.4 million people have liked this page and follow this page. If you see the cover page of the page, it is a picture of previous concert in goa. It is used to attract the followers and other people, it is also a promotional tool which is a popular and well-known technique to show the popularity of the event. On mid- right of the image we can see that the page updates are available and it is updated every 5-6 hours. Sunburn launches various teasers and the posters to attract the people, but at the same time they post the information and messages to the followers about their upcoming events and their prices of the tickets along with link to their website.

As the updates have shown the importance of giving the information in fast phase to the followers and to the general public. In these portals the people can comment and like the post as two way communication which indicates that the flow of communication is well maintained and according to the response the publisher can improve on it and this can be at a instant level. People can approach the page for doubts and queries which gives customer satisfaction and creates positive image about the page and the event.

Figure 6 Event details of sunburn on Facebook (Sunburn, 2014)

4.1.6 Facebook Event Page

In this above image we observe the activities of the page and also conveying the information to the public. The information which is published is clear enough to reach the people and to make it more interactive and easy to get the tickets for the interested people, they have added additional options on right side of the page ‘Join’ and ‘Find Tickets’. The option ‘Join’ links to the particular subpage of a particular event which is created by the main sunburn Facebook page. It provides the information only about that event on the subpage which makes the followers or people who are going to that event can access the information clearly and specifically. Whereas another option ‘Find Tickets’ takes to sunburn’s website and sometimes it is linked other websites for booking tickets like BookmyShow and Viagogo. This allows user to access easy to buy tickets if he interested. Actually these hyperlinks are powerful tools on internet which makes work easy and time efficiency. This also shows that the hyperlinked website is trust worthy and recommended by the event organizers. As page also shows the options from upcoming events as well as past

37 events, which is very informative and know what events are coming and what events they have missed.

Figure 7 Popularity of Sunburn event pictures on Facebook page (Sunburn, 2014)

4.1.7 Promotional tools

In the above image we can see various pictures of various events in India by sunburn, it shows the people gathered to the events in large number and the fireworks and he DJ’s cheering the crowd shows that the craze for these electronic music festivals is increasing and generating the new wave of music which energize the crowd gathered there. This big stage events are most dangerous as the crowd gathered in this events are hard to handle and the event organizers have divided the people gathered in to different sections or blocks to create easy access to the medical and event organizers to reach people. Mostly these events are held in an open arena which give people to escape from the disasters and accidents. The event organizers always takes care of the arrangements and the allotment of the tickets and at the same time managing the crowd is a challenging task to do. So far sunburn have success in providing safety to the people gathering there and also giving them the great experience by famous, talented DJ’s from national and international platforms. In some images we can see the event organizers having a meeting which they show the pre-production activities to attract the people that it can ensure the best results at the end of the day. For taking the pictures and maintaining the archive there will be a team from sunburn to do this kind of job. There are professional people working on the event day and at the end they provide magnificent videos and pictures for later purpose and also

38 used as promotional tools for branding and providing the information to public. These videos and pictures are used in making promo videos and teaser for upcoming events or to launch certain promotional videos.

Figure 8 YouTube Channel (YouTube, 2014)

4.1.8 YouTube Sunburn

Image above is a sunburn YouTube channel where the sunburn after event videos are uploaded and can people can access them for free and also the teasers and the promotional videos are also uploaded here. The number of subscribers are more comparative to any other Indian electronic music festivals. On this page the sunburn have uploaded the individual performance of the artists from various stages held in india, it makes users to find the favorite artist and also explore for new talents and can stream they for free. In home page there are some featured videos that are seen and also the most recently uploaded videos are shown. Next when comes to other page Videos in that the entire archive of the sunburn festival videos are available which are uploaded by the sunburn official. This makes sunburn events can attract the people who didn’t attend the concerts and creates a tiny desire in peoples mind. The page also added the discussion and about page for the new user to come and enjoy the music at the same can comment, like, share on other social media websites like Facebook, twitter etc. The discussion page give opportunity to interact with the channel and know more information personally and it implies two way communication which is a good sign to develop in the market and this is commonly available feature to every channel but, the response makes difference between sunburn and other channels Indian on electronic music festivals.

Figure 9 VH1 Channel on YouTube (Vh1 Supersonic, 2014)

4.1.9 YouTube VH1 Supersonic

As same the image above is a Vh1 supersonic YouTube channel where the Vh1 supersonic after event videos are uploaded and can people can access them for free and also the teasers and the promotional videos are also uploaded here. The number of subscribers are more comparative to any other Indian electronic music festivals. On this page the sunburn have uploaded the individual performance of the artists from various stages held in india, it makes users to find the favorite artist and also explore for new talents and can stream they for free. In home page there are some featured videos that are seen and also the most recently uploaded videos are shown. Next when comes to other page Videos in that the entire archive of the Vh1 supersonic festival videos are available which are uploaded by the Vh1 supersonic official. This makes sunburn events can attract the people who didn’t attend the concerts and creates a tiny desire in peoples mind. And it is a competition to the sunburn as it is the biggest competitor to everyone in the market. Even in this the page also added the discussion and about page for the new user to come and enjoy the music at the same can comment, like, share on other social media websites like Facebook, twitter etc. The discussion page give opportunity to interact with the channel and know more information personally and it implies two way communication which is a good sign to develop in the market and this is commonly available feature to every channel but, the response makes difference between supersonic and other channels Indian on electronic music festivals. Vh1 Supersonic is less popular and not as accurate as sunburn but , it is growing its fame and reputation.

Figure 10 VH1 Supersonic Facebook event page

4.1.10 VH1 Supersonic Event Page

This is the event page of VH1 Supersonic whereas in this above image we observe the activities of the page and also conveying the information to the public. The information which is published is clear enough to reach the people and to make it more interactive and easy to get the tickets for the interested people, they have added additional options on right side of the page ‘Join’ and ‘Find Tickets’. The option ‘Join’ links to the particular subpage of a particular event which is created by the main VH1 Supersonic Facebook page. It provides the information only about that event on the subpage which makes the followers or people who are going to that event can access the information clearly and specifically. Whereas another option ‘Find Tickets’ takes to VH1 Supersonic’s website and sometimes it is linked other websites for booking tickets like BookmyShow. This allows user to access easy to buy tickets if he interested. Actually these hyperlinks are powerful tools on internet which makes work easy and time efficiency. This also shows that the hyperlinked website is trust worthy and recommended by the event organizers. As page also shows the options from upcoming events as well as past events, which is very informative and know what events are coming and what events they have missed.

Figure 11 Artist for a Sunburn Event

4.1.11 Artists List of Sunburn

As we can see the names of famous DJ’s from all around the world lined up for an event in Goa 2014. The event is for 3 days starts from December 27 to the 1st of January which is the time for youth to welcome the New Year. This happens every year in goa and it is one of the biggest New Year concerts. Sunburn goa is most popular and biggest in South Asia where the highest number of people from different places like national and international people gather for sunburn’s electronic dance music festival. In this lineup there many DJ’s who are not mentioned but given a chance to perform on this stage. The names were listed on the ticket voucher and also the information from mails and the booklets to the people who have bought the ticket. In every event the new talents are invited on the stage to perform and entertain the crowd. Usually the new talents are placed in the time interval between the main stage artist and the popular DJ’s. Sometimes the new talents may get chance to perform on the main stage or mostly they will be performing on small stages in that events like it will be categorized in to genre like House Music, Trance and Psychedelic. In this way the new comer will perform on small stages inside the event for the same crowd. This is an opportunity to showcase the new talents and the also to gain the fame and popularity among the crowd.

Figure 12 Artist for a VH1 Supersonic Event

4.1.12 Artists list of Supersonic

Even in VH1 Supersonic also invites DJ’s from all around the world lined up for an event in Goa 2014. The event is for 3 days, which is equally famous as sunburn and even youth are interested and VH1 Supersonic is known for Bacardi Weekenders to youth and it also started on the New Year eve. This happens every year in goa and it is one of the second biggest New Year concerts. VH1 Supersonic goa is almost popular and biggest in South Asia where nearly highest number of people from different places like national and international people gather for VH1 Supersonic’s electronic dance music festival. In this lineup there many DJ’s who are not mentioned but given a chance to perform on this stage. The names were listed on the ticket voucher and also the information from mails and the booklets to the people who have bought the ticket. In every event the new talents are invited on the stage to perform and entertain the crowd. Usually the new talents are placed in the time interval between the main stage artist and the popular DJ’s. Sometimes the new talents may get chance to perform on the main stage or mostly they will be performing on small stages in that events like it will be categorized in to genre like House Music, Trance and Psychedelic. In this way the new comer will perform on small stages inside the event for the same crowd. This is an opportunity to showcase the new talents and the also to gain the fame and popularity among the crowd.

Figure 13 Sunburn event in College campus

4.1.13 Events in Colleges campuses

Sunburn came up with a new way to approach people and also attract more youth, it started to organize the events in college campuses in a large scale like IITs and some universities. It creates a buzz in college and the event organizers have provided the discounts to the students from that college, which have given an opportunity to students to go to the event ans spend time with friends enjoying the music. This college campus events have taken place in various cities like Noida, Chennai, Bangalore etc. this is an next level of approaching people because the students are the key crowd that make the event a success. Students are targeted and the promotions are done according to the current trend the interest of the people. Even in this events very popular DJ’s are invited to perform as the crowd is expecting the well-known names from international and national platforms. Sunburn is successful so far in organizing the events in a large scale in universities and colleges in various cities.

Figure 14 Sunburn with other event

4.1.14 Collaboration of events with other

In this parameter sunburn and other event organizers conduct events together and use this kind of techniques to gather more crowd to make its festival or event popular. It’s been happening from long time that the events collaborate with other partner to increase the brand value and at the same time you can improve the popularity among public. By collaborating with the other events they can manage to get more crowd and the usage of two or more brands can give more reliability and power to the event. It will be easy to arrange the event and also to handle the situations at the time of event. It will increase the brand value by collaborating with other like cinema actors do sometimes to make profits and entertain people. It creates more employment on working this kind of mega events.

4.2 Expert Interviews

4.2.1 Social Media

The researcher have conducted five interview from various fields like music, event management, social media expert, Advertising expert and a person who have EDM event exposure are interviewed related to the study. They have commonly stressed on social media involvement and Mr. Kedar, Vamsi and Chaitanya out of five have said that social media is very helpful and kind of medium that both the audience and the organization like to communicate is social media networks which is cost effective and interactive, and rest two have said that word of mouth and fallowness in youth towards EDM drives companies and artist to organize such events.

4.2.2 Talent

In commonly everyone have pointed that it is a good platform for artist Indian artist to have opportunities to improve their talents and also to showcase their talents in music industry to give the new to youth and keep the music going on. Mr. Manoj have said that it should be equal stage share to exchange cultures from different backgrounds and our culture.

4.2.3 Thematic Relation

According to Thematic relation to the interview members Mr. Raakesh, Vamsi and Chaitanya have said that so far and may in future These event organizers rely on social

45 media to communicate and promote their brands on these Facebook, YouTube and Twitter. So the researcher have related the interview that it shows that Dependency theory have been used. It also shows that the promotional activities of the EDM festivals are creating interest in public by their videos, posters and other promotional materials. Commonly they have said that Sunburn is more popular than the Vh1 Supersonic basing on the time period and also their experience dealing with the both the brands.

4.2.4 Popularity

Mr. Kedar, Raakesh and Manoj have said that Electronic music festivals are gaining popularity among public because of the artist from world-wide as well as nation-wide gives more curiosity about the kind of music that they play. EDM creates a huge buzz on social media as well as by word of mouth among youth. Popularity is the only thing which drives them to organize more events. This popularity also comes from various events of different music genres by artists coming to colleges and arenas to make the event success.

The Researcher framed a few questions for the expert interview and the responses came as such:

4.2.5 Expert Interview 1: Mr. Kedar, Chennai, India.

When an Independent Event Organizer asked about his opinion on electronic music festivals Mr. Kedar from Chennai said that, he personally does not like going to these festivals because it’s crowded. “Music festivals are good fun but personally I prefer house parties when I want to jump around and have fun.” Talking about social media he said “Social media today is what newspapers were ten years ago. Social media keeps people together and keeps people updated on what’s currently happening in the world. That was I think social media is very prominent and plays a very important role in EDM”. When asked about the extent of social media branding he said “It is done pretty extensive. When any event is going to take place in the near future, the first place you look for information regarding it is about it is usually Facebook, Twitter or any other famous social media platforms. It helps spread the word and does branding through social media. Branding has changed from olden days of magazines and papers to social media. There is always that little bit of exaggeration but not too much. By branding we try to make the event a little glamorous. Most house electro techno kind of dance

46 numbers attract the younger crowd, usually 20-40 years are the age of people interested in this kind of music. There are the organizers who make sure nothing illegal happens, but there is limited control because of the vast crowds.” Kedar said that personally he was not bothered. When asked about which one of the festivals is having a high response on social media Sunburn or Supernova he said “I would say Sunburn because they’re on for close to a decade.” Continuing he said their line ups and locations have been fantastic. When asked about opinion about advertising these festivals and their attention capturing prowess he said, “Yes, sometimes, I wouldn’t say all the time. Some particular ads may sometimes capture attention. They have better grasp on what their peers want. Going on past experience, deciding what music is played and who their audience is. They know what they want to do. That is what makes the difference between sunburn and supersonic. Yes, sunburn is famous for doing these cross overs. When I went, there was a person playing flute from Chennai and EDM in the background.” Saying that there are a few Indian elements in the music they make, he made the statement “It was like fusion music. Yes, there is a lot of Indian instruments in their music and coming to India, they incorporate Indian music into their songs and have a fusion with Indian artists on stage.” When asked if this is a better way of making profits in the industry he replied saying “Yes, because these music festivals help those who are striving to become DJs. These kinds of events give people a good platform to create a name in the industry. One is because of revenue. Also, it brings people together more than anything. It doesn’t always have to be EDM, it can be anything. When a really famous person comes down to play music, it does enhance the name of Bangalore, makes it a better city. Most of the big companies are already set up because they have a long term understanding with the artists. It is a little difficult to make your mark in the industry.

4.2.6 Expert Interview 2: Mr. MK Manoj, Chennai, India

When a Music composer/DJ asked about his opinion on electronic music festivals Mr. Manoj from Chennai said that, he personally likes going to these festivals because it has energy and power crowded. “Music festivals are problematic and always covered with issues but personally I prefer electronic dance music festivals where I want to jump around and have fun.” Talking about social media he said “Social media today is what newspapers were ten years ago. It is one of the easiest mode to access the news and the information about their likes and interests. Social media keeps people together and

47 keeps people updated on what’s currently happening in the world. That was I think social media is very prominent and plays a very important role in EDM”. EDM is totally relied on the social media sites and mainly on internet to reach the people in the world. When asked about the extent of social media branding he said “It is done pretty extensive. When any event is going to take place in the near future, the first place you look for information regarding it is about it is usually Facebook, Twitter or any other famous social media platforms. It helps spread the word and does branding through social media. Branding has changed from olden days of magazines and papers to social media. There is always that little bit of exaggeration but not too much. By branding we try to make the event a little glamorous. Most house electro techno kind of dance numbers attract the younger crowd, usually 20-40 years are the age of people interested in this kind of music. There are the organizers who make sure nothing illegal happens, but there is limited control because of the vast crowds.” Manoj said that personally he was not bothered. When asked about which one of the festivals is having a high response on social media Sunburn or Supernova he said “I would say Sunburn because they’re on for close to a decade.” Continuing he said their line ups and locations have been fantastic. When asked about opinion about advertising these festivals and their attention capturing prowess he said, “Yes, sometimes, I wouldn’t say all the time. Some particular ads may sometimes capture attention. They have better grasp on what their peers want. Going on past experience, deciding what music is played and who their audience is. They know what they want to do. That is what makes the difference between sunburn and supersonic. Yes, sunburn is famous for doing these cross overs. When I went, there was playing electronic music in background a person from Indian classical music is playing the tabla and drums, which makes it a fusion music.” Saying that there are a few Indian elements in the music they make, he made the statement “It was like fusion music. Yes, there is a lot of Indian instruments in their music and coming to India, they incorporate Indian music into their songs and have a fusion with Indian artists on stage.” When asked if this is a better way of making profits in the industry he replied saying “Yes, because these music festivals help those who are striving to become DJs. These kinds of events give people a good platform to create a name in the industry. One is because of revenue. Also, it brings people together more than anything. It doesn’t always have to be EDM, it can be anything. When a really famous person comes down to play music, it does enhance the name of cities, makes it a better city. Most of the big companies are already set up

48 because they have a long term understanding with the artists. It is a little difficult to make your mark in the industry. “Sunburn is pretty big” said Manoj. Sunburn is well known all over the world, so it’s pretty big. When asked about the festivals impact “I won’t say a lot of impact. It just creates an awareness. Word of mouth is what spreads more, because people will usually listen to what their friends say than believe things on social media. Supersonic is more psychedelic trance, whereas the other is more commercial music. People are still getting used to it and it will catch up soon in future.” When asked about the government’s interference in these events he said “Government isn’t interested in these events that much. They just keep a check if a lot of people are coming, but they do not get too involved usually.”

4.2.7 Expert Interview 3: Mr. Raakesh Menon, Bangalore, India

When an Advertising Expert and Designer asked about his opinion on electronic music festivals Mr. Raakesh Menon from Bangalore said that, he personally doesn’t likes going to these festivals because it been overcrowded and very loud music. “Music festivals are good and fun but, always covered with issues but personally I prefer electronic dance music can be enjoyed at home by streaming on YouTube channels where I along with friends can jump around and have fun.” Talking about social media he said “Social media is an advertising tool where most of the event organizers and companies show interest to deal with it. It is one of the easiest mode to access the news and the information about their likes and interests from anywhere and at any time. Social media keeps people together and keeps people updated on what’s currently happening in the world. That was I think social media is very prominent and plays a very important role in EDM”. EDM to some extent relied on the social media sites and mainly on internet to reach the people in the world but, when comes to local advertising they opt for billboards and paper ads. When asked about the extent of social media branding he said “It is done aggressive promotion. When any event is going to take place in the near future, the first place you look for information regarding it is about it is usually social media sites like Facebook, Twitter or any other famous social media platforms. It helps spread the word and does branding through social media. Branding has changed from past of TV’s and papers to social media. There is always that little bit of exaggeration but not too much. By branding we try to make the event a hit. Most psychedelic, electro and techno kind of

49 dance numbers attract the younger crowd, usually 18-35 years are the age of people are mostly interested in this kind of music. It’s a tough challenge to handle the crowd and maintain the event in smooth phase it really hard but, so far it’s been handled smoothly. Raakesh said that personally he was not that interested. When asked about which one of the festivals is having a high response on social media Sunburn or Supernova he said “I would say VH1 Supersonic because they’re new and the organizing the events are lot smoother than the sunburn.” Continuing he said their line ups and locations have been good. When asked about opinion about advertising these festivals and their attention capturing prowess he said, “Yes, all the time, I wouldn’t say sometimes. The particular ads capture attention. They have better vision on what their peers want. Going on recent experience, deciding what music is played and who their audience is. They know what they want to do. That is what makes the difference between sunburn and supersonic. Yes, VH1 Supersonic is famous for doing local and international platforms. When I usually listen to supersonic they play from electronic to rock and Indian classic, which makes it pretty interesting.” Saying that there are Indian elements in the music they make, he made the statement “It was like Indian mix of music. Yes, there is a lot of Indian instruments in their music and coming to India, they incorporate Indian music into their songs and have a fusion with Indian artists on stage.” When asked if this is a better way of making profits in the industry he replied saying “Yes, this music is loved in India as they are the cultural part of India and everyone grew up this music and also because these music festivals help those who are striving to become DJs. These kinds of events give people a good platform to create a name in the industry. One is because of revenue. Also, it brings people together by music. It doesn’t always have to be EDM, it can be anything. “VH1 Supersonic is no lesser than Sunburn”, said Raakesh. Supersonic is also growing its reputation in world, so it’s pretty big. When asked about the festivals impact “I say a lot of impact and creates an awareness about more music. Word of mouth is what spreads more, because people will usually listen to what their friends say than believe things on social media. Supersonic is more psychedelic trance, whereas the other is more commercial music. People are still getting used to it and it will catch up soon in future.” When asked about the government’s interference in these events he said “Government isn’t interested in these events that much. They just keep a check if a lot of people are coming, but they do not get too involved usually.”

4.2.8 Expert Interview 4: Vamsi Krishna, Bangalore, India

When an Social Media Expert, Post Graduate Student and visited several EDM festival asked about his opinion on electronic music festivals Mr. Vamsi Krishna from Bangalore said that, he personally likes electronic music and also the promotions that are done social media platforms give me interest. “Music festivals are sometimes noisy and fails to reach expectations but personally I prefer electronic dance music festivals where I can explore and make friends” Talking about social media he said “Social media today is one of the medium that is growing faster than any other medium which is more effective and more communicative. It is one of the easiest mode to access the news and the information about their likes and interests. Social media keeps people together and keeps people updated on what’s currently happening in the world. That was I think social media is very prominent and plays a very important role in EDM”. EDM is totally relied on the social media sites and mainly on internet to reach the people in the world.

When asked about the extent of social media branding he said “It is done very extensive. If any event is coming up in near future, the first place you look for information regarding it is about it is usually Facebook, YouTube, Twitter or any other famous social media platforms. It helps spread the word and does branding through social media. Branding has changed from olden days of Billboards and papers to social media. There is always that little bit of exaggeration but not too much. By branding we try to make the event a successful. Most house, electro and techno kind of dance numbers attract the younger crowd, usually 22-35 years are the age of people interested in this kind of music. There are the organizers who make sure nothing wrong happens, but it hard to control the large number of crowd.” Vamsi said that personally he is not that keen about things. When asked about which one of the festivals is having a high response on social media Sunburn or Supernova he said “I would say Sunburn because they have established a brand value and trust in people.” Continuing he said their artist line ups and destinations have been remarkable. When asked about opinion about advertising these festivals and their attention capturing prowess he said, “Yes, most of the times, I can say all the time. Some particular ads may sometimes capture attention. They have better knowledge on what their peers want. Going on past experience, deciding who the artist are and also where they have

51 played and who their audience is. They know what they want to do. That is what makes the difference between sunburn and supersonic. Yes, sunburn is also famous for doing these cross clubbing of music. When I heard, there was playing electronic music in background and there is mix of 80’s and 90’s music which is jazz psychedelic etc., which makes it a fusion music.” Saying that there are also few Indian elements in the music they make, he made the statement “It was like cross over music. Yes, there is a lot of Indian instruments in their music and coming to India, they incorporate Indian music into their songs and have a fusion with Indian artists on stage.” When asked if this is a better way of making profits in the industry he replied saying “Yes, because these music festivals help those who are striving to become DJs as well as the social media promoting companies get benefited at the same time it creates competition. These kinds of events give people a good platform to create a name in the music and event management industry. One is because of revenue. Also, it brings people together more than anything. It doesn’t always have to be EDM, it can be Indian music and local band where they perform rock, Metallica and other. When a really famous person comes down to play music, it does enhance the name of Bangalore, makes it a better city. Most of the big companies are already set up because they have a long term understanding with the artists. It is a little difficult to make your mark in the industry. Sunburn is world famous said by Vamsi. Sunburn is well known all over the world, so it’s pretty big. When asked about the festivals impact “I say a lot of impact. It just creates an awareness about music and its depth. Word of mouth also what spreads more, because people will usually listen to what their friends say than believe things on social media, Supersonic is more house and psy trance, whereas the other is more commercial music. People are still getting used to it and it will catch up soon in future.”

4.2.9 Expert Interview 5: Mr. Chaitanya KVK, Hyderabad, India

When an Architect and visited several EDM festival asked about his opinion on electronic music festivals Mr. Chaitanya KVK from Hyderabad said that, he personally likes going to these festivals because it has power to attract the people and I like to spend time with my friends enjoying music. “Music festivals always covered with issues but personally I prefer electronic dance music festivals where I want to jump around and have fun.” Talking about social media he said “Social media is this generation communication medium. It is one of the easiest and simple mode to access the news and the information about their likes and interests. Social media keeps people

52 alarming people about various thing happens around them and keeps people updated on what’s currently happening in the world. That was I think social media is very prominent and plays a very important role in EDM”. EDM is totally relied on the social media sites and mainly on internet to reach the people in the world. When asked about the extent of social media branding he said “It is done brilliantly. When any event upcoming we can see the updates given by the page and the first place you look for information regarding it is about it is usually Facebook, Twitter or any other famous social media platforms. It helps spread the word and does branding through social media. Branding has changed from slower medium to faster medium. There is continually that tiny little bit of exaggeration however not an excessive amount of. By stigmatisation we are able to see the hassle and therefore the excitment. Most house electro techno quite dance numbers attract the younger crowd, typically 22- 35 years area unit the age of individuals inquisitive about this type of music. There area unit the organizers WHO ensure nothing contraband happens, however there's restricted management attributable to the large crowds.”. Chaitanya aforementioned that in person he wasn't discomposed. once asked regarding that one in all the festivals has a high response on social media Sunburn or star he aforementioned “I would say Sunburn as a result of they’re on for near a decade.” continued he aforementioned their line ups and locations are fantastic. once asked regarding opinion regarding advertising these festivals and their attention capturing artistry he aforementioned, “Yes, sometimes, I wouldn’t say all the time. Some explicit ads might typically capture attention. they need higher grasp on what their peers need. happening past expertise, deciding what music is contend and WHO their audience is. They recognize what they require to try and do. that's what makes the distinction between sunburn and supersonic. Yes, sunburn is legendary for doing these cross overs. once I went, there was taking part in electronic music in background an individual from Indian musical style is taking part in the tabla and drums, that makes it a fusion music.” voice communication that there area unit a couple of Indian parts within the music they create, he created the statement “It was like fusion music. Yes, there's lots of Bharatn instruments in their music and coming back to India, they incorporate Indian music into their songs and have a fusion with Indian artists on stage.” When asked if this can be a higher approach of constructing profits within the trade he replied voice communication “Yes, as a result of these music festivals facilitate those that area unit nisus to become DJs. These styles of events provide folks a decent 53 platform to form a reputation within the trade. One is attributable to revenue. Also, it brings folks along quite something. It doesn’t continually have to be compelled to be EDM, it are often something. once a extremely star comes all the way down to play music, it will enhance the name of cities, makes it a higher town. Most of the massive firms area unit already originated as a result of they need a protracted term understanding with the artists. it's to a small degree tough to form your mark within the trade. Chaitanya aforementioned Sunburn is pretty huge. Sunburn is accepted everywhere the globe, thus it’s pretty huge. once asked regarding the festivals impact “I won’t say lots of impact. It simply creates associate awareness. Word of mouth is what spreads a lot of, as a result of folks can typically hear what their friends say than believe things on social media. Supersonic is a lot of psychedelic trance, whereas the opposite is a lot of business music. folks area unit still obtaining accustomed it and it'll catch up before long in future.” once asked regarding the government’s interference in these events he aforementioned “Government isn’t inquisitive about these events that a lot of. they solely keep a check if lots of individuals area unit coming back, however they are doing not get too concerned typically.”

4.3 Dependency Theory

It is also often referred as dependency theory, which clearly says that the people have started too dependent on the internet for any kind of information which they want. The usage of this theory by these events organizers. The event organizers use this kind of theory to make their profits to increase and at the same time to reach the people in global scale by choosing the social media as their medium of communication. It creates a notion in people that social media is the only source for the information on these events and to access the music and videos of electronic dance music is social media. This theory explains that the social media is being used as the dependent medium between people and the event organizers. It is also a cost effective method to reach more people in short time with low cost. This social media also acts like two way communication and can share each other’s comments and solve their queries. This also creates a dependent factor that for seeking information, people have to use these social media and internet to get the information. It is the current trend that is going on and this internet and social media can be accessed from anywhere at free of cost with a lighting speed. This theory tell that the event organizers like sunburn and VH1 supersonic are

54 using this social media as tool to reach the people in a large scale making the news flow through a single medium by not using other mediums. This is called a dependency theory where people are not left any choice to choose the medium they like to communicate and seek for the information. By using single medium to communication can create total authority on people and also the information can be easily manipulated. By creating monopolized way of providing information makes people to rely on social media which can be easily blind site the people. By using this way of communication can lead to lose the people as the medium change and in general people change their mood and taste very frequently. This can create the end of social media promotions. The theory says this dependency theory should be well implemented and maintain the balance by using various medium to keep the interest and creativeness of the event organizers. It also indicates that people are showing more interest on social media which is also a cause for depending on these social media websites. It also shows that this theory can be interpreted in many ways and also implemented in many ways by choosing or shifting the mode of medium to communicate. By using multiple and consistence in providing the information can creates more impact in reaching the people. By using promotional activities and passing on the information on Facebook and YouTube as the online video and music archive for people to access for free. It can also be interpreted as It is additionally typically referred as dependency theory, that clearly says that the individuals have begun to hooked in to the net for any reasonably info that they need. The usage of this theory by these events organizers. The event organizers use this sort of theory to create their profits to extend and at identical time to succeed in the individuals in world scale by selecting the social media as their medium of communication. It creates a notion in those that social media is that the solely supply for the data on these events and to access the music and videos of electronic dance room music is social media. This theory explains that the social media is getting used because the dependent medium between individuals and therefore the event organizers. It’s additionally value effective technique to succeed in a lot of individuals in brief time with low cost. This social media additionally acts like 2 approach communication and might share every other’s comments and solve their queries. This additionally creates a dependent issue that for seeking info, individuals ought to use these social media and web to induce the data. It’s this trend that's occurring and this web and social media will be accessed from 55 anyplace at freed from price with a lighting speed. This theory tell that the event organizers like sunburn and VH1 supersonic ar exploitation this social media as tool to succeed in the individuals during a massive scale creating the news flow through one medium by not exploitation different mediums. This is often known as a dependency theory wherever individuals don't seem to be left any option to select the medium they prefer to communicate and explore for the data. By exploitation single medium to communication will produce total authority on individuals and additionally the data will be simply manipulated. By making monopolized approach of providing info makes individuals to place confidence in social media which might be simply blind web site the individuals. By exploitation this fashion of communication will result in lose the individuals because the medium modification and normally individuals modification their mood and style terribly oftentimes. This could produce the top of social media promotions. The theory says this dependency theory ought to be enforced and maintain the balance by exploitation numerous medium to stay the interest and creativity of the event organizers. It additionally indicates that folk’s are showing a lot of interest on social media that is additionally a cause for reckoning on these social media websites. It additionally shows that this theory will be understood in many ways and additionally enforced in many ways by selecting or shifting the mode of medium to speak. By exploitation multiple and consistence in providing the data will creates a lot of impact in reaching the individuals. By exploitation promotional activities and spending on the data on Facebook and YouTube because the on-line video and music archive for individuals to access for free of charge.

Chapter 5

CONCLUSION

5.1 Summary

The researcher have come to conclude saying, Electronic Music Festivals have been popular India wide and as specified Bangalore/Bengaluru have highest majority and popularity for Electronic Music Festivals, and secondly Hyderabad and Chennai. So EDM is gaining popularity and followings in a rapid phase in year 2015. EDM appeals to be more interesting and eye pleasing to the users by the promotional activities done by Sunburn, Vh1 Supersonic and other by promotional videos, digital posters and also E-Commerce sites like BookMyShow and Viagogo to make user happy and provide easy access and follow the brands by providing services like buying tickets for the shows online and also by giving exciting offers and discounts to public. Even social media networks like mainly Facebook and YouTube also proven that the public and the event organizers commonly like to show interest are these social networks for promotional activities to gain more followers and brand value. By Promotional videos, digital posters and also to some extent word of mouth and outdoor advertising are gaining attentions and catching public interest. In this Sunburn has more popularity than Vh1 Supersonic by their followers, likes and time period. Thus all leads to a point that Electronic Music festivals use Social media as their best promotional medium to popularize brands and also artists to perform.

5.2 Findings on EDM

Electronic Dace music is most trending music genre in India and it increasing its fan base at the same time. Electronic music has been in India since long time but, the popularity and the trend followed by youth has started when social media has evolving along with the internet accessibility to people. In India the mix of our very own classical music with the electronic music creates more impact and sounds better and native to Indian audiences. This kind of music is called fusion music which consist of 2 or more than two music genres (e.g.: Psychedelic and Trance, Electronic and Rock and Indian

with psychedelic) and it is existed from very long time. At present the electronic dance music and the fusion music are dominating the world with powerful bass and the vocals. Electronic music is most appealed to the India public as the energetic music which makes them to move on the dance floor with the beat. It also a kind of power in the music that generates the high level of beats per minute and with the music made by electronically on computer instead of using the instruments. Electronic music is vastly spread across the world and particularly in the generation it is the current ongoing trend in world.

5.3 Effectiveness of Sunburn

Sunburn is best event organizer in India and it is growing its popularity among public and the events that are organized in a frequent manner so that people can enjoy the music and also at the same time the profit earned by the event organizer is increasing in rapid phase. Sunburn is providing various stages for various kind of genres to public according to their interest and the artist’s interest. Sunburn has resources to bring international artist to perform in India and it’s been almost a decade that sunburn waving its flag in India. Sunburn is most experienced in organizing these kind of event in various cities like Bangalore, Goa, Chennai and Hyderabad across India. According to the expert interviews 5 out of 3 have said that sunburn is being best so far and giving best outcomes of their events. It also have the best reach to the public by using various mediums to promote the Sunburn events in India. Even public have opted sunburn as their best event so far in India according to the mini research conducted by the research previously on the topic.

5.4 Effectiveness of VH1 Supersonic

VH1 Supersonic is also an equal competitor to the leading electronic music organizer sunburn by all means. VH1 supersonic was started in lately when we compare to the sunburn but, it is also giving high quality promotions and branding. It is establishing the brand into public mind. It is famous for its small scale events which often call Bacardi Weekenders by VH1 supersonic. Even it conducts large scale events like sunburn in various urban cities like Bangalore, Goa, Chennai and Hyderabad across India. According to the expert interview two out of five have said that VH1 supersonic is booming and it is better organized and also allowing various genres to play on concerts. VH1 is one of the most reputed brand in Television broadcaster for music but,

58 now even in this electronic dance music festivals are giving the popularity and brand loyalty to youth. The use of social media by this event organizer is also rapidly increasing in reach and reliability. The social media platform is the main way of communication to youth and other on social networking sites like Facebook and YouTube mainly. Even the youth are showing the interest on these events are searching for the information about the events.VH1 Supersonic also uses various promotional strategies like publishing the attractive poster on Facebook and promotional videos like promos, teasers and also sometimes it provides live stream on YouTube for free. It also provides information through Facebook by publishing the event posters and text content. It also uses the photo gallery to attract the people which is an effective tool to use like to pictures creates a desire to attend the festival once in their lifetime. VH1 Supersonic also uses other medium to some extent when compared to sunburn. It is gaining its popularity by using extensive promotion the events and by bringing the international artists to India and also giving the opportunity to the India talents on music. It also provides to experiment music cross overs by both national and international artists. It also uses radio as a promotional tool which increase the reach to the people and sometimes the radio channels uses the events songs from their archive to play for the public, which is a good sign that along with royalty and branding for the event organizers. As per the mini research conducted shows that VH1 supersonic is no lesser than in reaching sunburn’s place soon by resulting that it is second most popular electronic dance music festival organizer. Even VH1 provides various features on Facebook to access the page and also to buy tickets in an easy way. It also provides the tickets booking option which hyperlinks to their official website or sometimes links to third party websites line BookMyShow and Viagogo.

5.5 E-Commerce as medium

Even the E booking websites play a major role in providing easy accessibility to the public to buy tickets online. They often tie up various event organizers and movie theaters to get customers. Sometimes they also advertise for the events from their side in improve their sales and profits. They also use social media as promotional platform to increase the popularity and fame in public’s view. After e commerce websites these are very famous that it made the money transaction for buying a ticket become easy and can be used from anywhere in world.

As this whole social media usage is based on certain theory “Dependency Theory” which clearly shows that the youth and this generation people are mostly dependent on social media for source of information and the news. Basically people are completely relied on the social media because it is the only way that the information is delivered in quick seconds than any other mediums. Which create people to use the internet and access these social media websites like Facebook and YouTube according to their own interest and wish.

5.6 Limitations of the study

A research of this nature cannot be carried out without some difficulties; some of the limitations are:  Available literature.  Collection of adequate sample

5.7 Further Scope for Research

 More EDM festivals in world can be looked at to understand it in more better way  Conducting study in larger scale.

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APPENDIX A: Questionnaire

The key questions that comes in a researcher’s mind while conducting this research were.  How Electronic Dance Music appeals to people?  How popular are these Sunburn and Supersonic in India (Bangalore, Chennai and Hyderabad)?  How Social Media like Face-book and You-Tube contributed to the popularity of these events?

Age: Qualification: Occupation: City: 1. Do you know about Electronic Dance Music (EDM) Festivals? a. Yes b. No 2. For how long do you use the social media websites per day? a. 0-2 hours b. 2-4 hours c. above 4 hours

3. The EDM page promotional activities are good on the aspects like creativeness, message and sharable? a. Agree b. Disagree c. Neutral

4. How often you get updates on the pages? a. Every 1-4 hours b. 4-5 hours c. 5-12 hours

5. The EDM events create responsive impact through social media sites by using videos, posters, pictures and songs. a. Agree b. Disagree c. Neutral

6. Do you think these page’s promotions are attractive and pleasure that creates desire in people? a. Agree b. Disagree c. Neutral

7. Do you think there’s more adult content in their promotional activities?

a. Yes b. No c. Sometimes

8. What’s your favorite EDM page on social networks like Facebook & YouTube out of these? a. Sunburn b. NH7 c. Supernova

9. Does these promotional ads on social networks helps you to know about event? a. Yes b. No c. Sometimes

10. How do you feel about these ads and promotional activities of EMD events pages on Facebook & YouTube? a. Interesting b. Annoying c. bored

11. Did you think of going to one of these events after watching/following the EDM pages? a. Always b. Never c. Sometimes

12. Did you visit any one of these EDM events? a. Yes b. No

13. Do you agree that the EDM event pages should improve their promotional strategies and suggest?

a. Yes,______

b. No, because______

APPENDIX B: Questions for Expert Interview

Name City Qualification Occupation

1. What is your opinion on electronic music festivals? 2. Which is the main stage for EDM’s promotional activities? Where does social media play role? 3. To what extent the social media branding is influencing the people? 4. Are the ads and posts are exaggerated 5. How do you respond to unethical or illegal practices if any? Illegal activities? 6. What do you think, which one is having high response on social media (Sunburn or Supernova)? 7. Do you think that these social media promotions sometimes create negative impact on people? 8. Why Supernova has less fans/popularity in people when comparatively to sunburn. 9. Are these events have any kind of relation to the Indian culture? 10. What kind of music is played in these event and what kind of crowed is expected? 11. Is it a better way of making profits to the industry through these events, Is govt. is interested in these event.