The Rock Concert Experience

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The Rock Concert Experience: The Self-Authentication Process and Wellbeing A thesis submitted in fulfilment of the requirements for the degree of Master of Management Studies at The University of Waikato by Daniel Hopper 2014 Abstract The purpose of this research was to understand consumers’ experiences at rock concerts. Growth in the live concert industry over the past 20 years suggests that these experiences provide value that consumers cannot attain through other means. Music fans can stream rock music or watch concerts without cost, while concert tickets are often over $100 each. Marketers need to understand more about the value derived from the live rock concert experience. The researcher gathered data over a period of six months in 2013, utilising three data collection methods: 1) in-depth interviews with eight participants; 2) observation of nine rock concerts; and 3) analysis of responses to concert reviews on news website Stuff.co.nz. Constructivist Grounded Theory guided the research process: theoretical sampling, grounded theory coding, constant comparison, and memo-ing. Findings indicate that consumers derive enhanced wellbeing from attending rock concerts. Consumers want to repeat concert experiences to maintain or further enhance their wellbeing. This could explain why the live music industry is growing rapidly. Findings also indicate authenticity is an important value-providing process to rock concert consumers. Value occurs through two main processes: the co-created experience and the self-authentication process. The band, fans, and the venue co- create the rock concert experience, enabling hedonia and short-term happiness. Fans experience a rock concert as something extraordinary. The extraordinary experience is composed of a utopian atmosphere and a state of transcendence. Fans live out their fantasies of seeing their favourite bands perform, escape from everyday life, and have cathartic experiences. Fans also experience the rock concert as community. Through playing (e.g., dancing, drinking, singing, being in the mosh pit) with like-minded others, fans feel like they belong to a community. Secondly, via the self-authentication process, eudaimonia contributes to wellbeing through lasting meaning. By authenticating the band through its performance and the audience’s communal participation, fans authenticate the concert experience. ii Through authenticating the experience, and through their own activities in it, fans are able to self-authenticate. Consequently, rock concert experiences are important for the long-term wellbeing of avid rock music fans because they can validate their own identities as rock music fans. In summary, by responding to calls for research into rock concert consumption, this thesis ties together previously fragmented knowledge. The findings and resultant framework explain how hedonic happiness, eudaimonic meaning, extraordinary experiences, and a self-authentication process work together to create short-term and long-term wellbeing for avid rock music consumers. Moreover, the findings and framework suggest how authenticity appears to be a process towards the goal of enhanced wellbeing, rather than being a goal in itself as treated by most marketing scholars. iii Preface In 2010, my post-graduate services marketing class was assigned a group research ‘memory-work’ assignment, in which my group chose concerts as our topic. Upon realising that the literature on concerts was especially scarce from the consumer perspective, this was the beginnings of this thesis topic. It felt like the perfect topic for me as a music fan. I went to my first major concert at the age of 16, becoming a passion I have to this day. I have been to around 50 concerts in my lifetime, and have seen many of my favourite bands perform live which are cherished memories. I was lucky enough to receive a scholarship from the University of Waikato of which I am infinitely grateful. Without that opportunity, the cost of attending these concerts would have been too great, and the observations would not have been possible. Because of this funding, my friends thought it was all a scam in order to go to more concerts. I was almost embarrassed to talk about my topic with people, because nobody seemed to take it seriously. However, I took it very seriously and I put thousands of hours of hard work in. This paper is the report of this long process. It seems like an eternity ago I started this thesis, and at times, it felt like a real battle. I have definitely grown an extra thick layer of skin. There were days were I spent ten hours plus working furiously on this project, and days where I could barely fit in a couple of hours with my work commitments I had for work. I had encouraging meetings with my supervisors where I felt like I was making process, and there were other meetings where I left feeling demoralised and useless. The thesis itself cannot express the long days I spent in front of my laptop, the countless meetings with supervisors, and what seemed like endless rewrites. However, it has been rewarding. I am very proud of this thesis. I have a book with my name on it! I hope you enjoy it reading it. iv Acknowledgements Firstly, a huge thank you goes to my supervisors Associate Professors Carolyn Costley and Lorraine Friend, for their guidance, encouragement, enthusiasm, criticisms, and patience and for my topic and ideas. Not wanting to let you down has driven me throughout this process to keep working, and keep pushing. A sincere thank you goes out to the scholarship funding provided by the University of Waikato Masters Research Scholarship. This helped make the process a lot easier, and the observations would not have been a reality without this. Similarly, without the wonderful interview participants who shared their insights and experiences, this research would not have been possible. Many thanks. Thanks to my parents for raising me the way they did. I do not know whether it was nature or nurture, but as an adult, I never give up. Thanks to my friends for just hanging out with me and keeping me sane throughout this process. Quiz and band practices allowed me to get away from my laptop and my thoughts for a few hours. Big thanks to everybody I came across in the University environment. The people in my classes who got a better mark, you made me try harder. Thanks to my friends for their ears and ideas. Specifically, I would like to thank Will, Rishi, Tash, and Bronwyn, for the many chats we had in the computer labs. Thanks to my son Iszaac, and my cat killer for their daily cuddles. I decided this thesis would be my girlfriend during its duration. Iszaac your love and affection I cherish, it got me through some tough days. May one day you read this and realise how much it means to me. Finally, I would like to thank the gym for the personal utopia and catharsis you bring. v Table of Contents Abstract ................................................................................................................... ii Preface .................................................................................................................... iv Acknowledgements ................................................................................................. v Table of Contents ................................................................................................... vi List of Figures ........................................................................................................ xi List of Tables.......................................................................................................... xi Chapter One: Introduction....................................................................................... 1 Chapter Two: Research Methods ............................................................................ 6 Introduction ......................................................................................................... 6 Methodology ....................................................................................................... 6 Induction, Emergent, & Constant comparison ................................................ 9 Theoretical framework .................................................................................. 10 Data Collection Methods................................................................................... 10 In-depth Interview ......................................................................................... 10 Ethnography .................................................................................................. 13 Data Analysis .................................................................................................... 17 Grounded Theory Coding ............................................................................

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