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Escola Universitària D'enginyeria Tècnica De Escola Universitària d’Enginyeria Tècnica de Telecomunicació La Salle Final Thesis Graduate in Management of Business and Technology Student Elizaveta Chupakha P​ romoter C​ hris Kennett ACTA DE L'EXAMEN DEL TREBALL FI DE GRAU Meeting of the evaluating panel on this day, the student: D. E​LIZAVETA CHUPAKHA Presented their final thesis on the following subject: ENHANCING FAN ENGAGEMENT AT ELECTRONIC MUSIC FESTIVALS BASED ON THE PRACTICES FROM LIVE SPORTS EVENTS At the end of the presentation and upon answering the questions of the members of the panel, this thesis was awarded the following grade: Barcelona, MEMBER OF THE PANEL MEMBER OF THE PANEL PRESIDENT OF THE PANEL 1 Abstract The present research assesses similarities between sports fans and electronic music festival goers in terms of their motivational factors, emotional territories and identity with their favourite teams or musicians. The results from focus groups and interviews carried out with the electronic music festival goers showed a correlation between them and sports fans, and it also helped to identify two groups of music festival goers: the ones whose primary motivational factor is music, and other ones whose motivational factor is entertainment. After carrying out primary and secondary research, suggestions on how to measure fan engagement for music festivals based on experience from sports events were made as well as recommendations for both archetypes of festival-goers and for future generation of electronic music festival attendees. 2 Executive Summary The main idea of the research was to understand the motivations of electronic music festival-goers better to be able to build value propositions and to find possible similarities between them and sport fans. There is a lack of studies that compare sports fans with music fans, as well as not enough qualitative data on fan engagement in music festival. Therefore, there is a gap in understanding how can music festivals measure and increase fan engagement, which could be improved by comparing it with one of the forms of the live events that provides fans with the same concept - entertainment. Therefore, this research’s ultimate goal is to compare and contrast fans’ motivational factors, emotional territories and any other possible intersections to be able to apply some of the techniques used by live sports events, such as measuring fan engagement or improving the level of fan engagement, to electronic music festivals. For gathering primary data, qualitative research techniques had been used, such as two focus groups and three in-depth personal interviews. All participants from both focus groups and interviews were millennials, to be able to understand the needs and motivational factors of this generation, which by the date forms the most of the electronic music festival-goers audience. Moreover, secondary data research involved studying existing research paper, literature and scientific articles about fan engagement in live sports events, sports fans’ motivations, needs and typology, fan engagement areas and measurement techniques, as well as articles and research papers about history of electronic music and millennials. The paper showed that there are correlations between music and sports fans, as they have the same motivational factor and emotional territories needs. Moreover, the findings from focus groups and interviews showed that the participants are all medium to heavy users in terms of festivals attendance, and there are two main archetypes of music festival-goers: the ones that attend festivals because of music, and the ones that attend them because of the overall festival experience. There is a number of techniques which can be used to engage with them, so two value propositions have been created, as well as some of the existing studies from live sport events have been applied. 3 Table of Content Abstract 2 Executive Summary 3 Table of Content 4 Introduction 6 Literature Review 7 1.1 Fans typology: Live Sports events vs Music festivals 15 1.1.1 Sports fans 15 1.1.2 Temporary fan 16 1.1.3 Devoted fan 16 1.1.4 Fanatical fan 16 1.2 Fans of music festivals 16 1.3 Sports fan motivation scale 17 1.3.1 The social motive 17 1.3.2 The entertainment motive 17 1.3.3 The escape motive 18 1.4 Main key areas of importance for festival fans 18 1.5 Main areas for fan engagement 18 1.5.1 Host fans (non-match, on-site) 19 1.5.2 Connect fans (non-match, off-site) 19 1.5.3 Enhance the live experience (match, on-site) 19 1.5.4 Bring fans closer to the live action (match, off-site) 20 1.6 Emotional territories for sports fans 20 1.7 How do we measure fan engagement 22 1.7.1 Vf - Cs = Nf 22 1.7.2 SERVQUAL 24 1.7.3 NPS 24 1.7.4 Comparison of fan engagement measurement techniques 25 1.8 Electronic music history 25 1.9 Millennials 27 Methodology 28 Results 31 3.1 Overview 31 3.1.1 Information about participants 31 3.1.2 Contribution to being a music fan 32 4 3.1.3 Two archetypes of electronic music festival goers 33 3.2 Main reasons to attend music festivals explained 34 3.3 Important elements of a festival for participants: similarities 35 3.3.1 Crowd 36 3.3.2 Feeling of connection 36 3.3.3 Line up 37 3.3.4 Fan-artist relationships 37 3.3.5 Venue 38 3.3.6 Interaction with the crowd 39 3.3.7 Organization 40 3.3.8 Discovery 41 3.3.9 Prices 41 3.4 Important elements of a festival for participants: differences 41 3.5 Pain points: similarities 42 3.6 Pain points: differences 43 3.7 Main differences between archetypes 43 Discussion 45 4.1 Live sports events VS Electronic Music Festivals 45 4.1.1 Motivational Factors 45 4.1.2 Emotional and experience territories 46 4.2 Areas for fan engagement 47 4.3 Value and Cost Forces 50 4.4 Engagement measurement techniques 52 Conclusion 54 Appendix 55 Appendix 1: Questions for focus groups 55 Appendix 2: Value Propositions 56 Appendix 3: Transcription of Focus Group 1 57 Appendix 4: Transcription of Interview 2 70 Bibliography 78 5 Introduction The purpose of the research is the attempt to solve the current problem concerning the topic of my choice: there is not enough qualitative data on music festivals fan engagement, and very few studies comparing fan engagement in sports to fan engagement in music festivals. However, there are a lot of opportunities in comparing these two industries and music festivals organizers can learn and adapt a lot of useful techniques from the experience of fan engagement in live sports organizations. This study will contrast and compare live sports events with electronic music festival to find possible intersections that can be used to benefit electronic music festivals in terms of fan engagement techniques. It would result in a better understanding of music festivals’ fan base and develop value propositions based on the research findings. Moreover, this study will look into key event lifecycle of electronic music festivals based on the experiences of live sports events: what is the best moment to make an investment and to understand where should you invest. The literature review will help to clearly understand what engagement is and what variables can be used to measure it. It will also look at such topics as typology of fans, their motivational factors and emotional needs. Two focus groups and 3 personal interviews are going to help to gather secondary data to understand the motivations and build archetypes of music festival-goers, which will then help to compare them to sports fans. Finally, a discussion chapter will show how can electronic music festivals enhance their fan engagement based on the practices from live sports events. Questions to be answered in this research: 1. What are the motivational factors of the sports fans and what are the techniques that can be used to engage them? 2. Are there any similarities between motivational factors of live sports events-goers and music festival-goers? 3. What are the archetypes of music festival-goers? 4. How can you engage with these archetypes? 5. What are the engagement techniques and expertise that can be applied to electronic music events from the live sports events experience? 6 1. Literature Review Before starting to understand both sports and music festivals industries and how does the fan engagement work in them, it is important to understand what fan or customer engagement itself is about. Sashi (2012) believes that customer engagement creates value to customers through the satisfaction of customers and creation of long-term relationships filled with trust and commitment. Sashi (2012) has also developed the customer engagement cycle to show the process of fans engagement process. The process is adapted to be illustrated in the diagram below. Figure 1: ​Customer engagement cycle (Sashi, 2012) The cycle starts with the organizations ​connection w​ ith their customers to establish relationships with emotional bonds. There are different ways to establish the connections – traditional offline methods as face-to-face sales, and online methods like online social networking. It is more convenient to establish connections with large number of various customers through social media. (Sashi, 2012) 7 The next step is ​interaction ​during which customers can interact with organizations and other customers. Today there are myriad possibilities for interaction, but before it was limited to word-of-mouth, letters and telephone calls. The most common online ways of interaction are texting, instant messaging, email, blogging/vlogging, social media platforms, and they help to enable more frequent and faster interactions in larger groups of individuals and organizations.
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