A Work Project, Presented As Part of the Requirements for the Award of a Master's Degree in Management from the Nova School Of
A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics. Events of Performing Arts via Live Streaming: Do They Work in a Pandemic-Free World? Evidence from Portugal. JOÃO MIGUEL BRITO MORGADO Work project carried under the supervision of: João Castro 03-01-2021 Abstract This study intends to explore the viability of live streaming as a part of a hybrid product in events of performing arts in Portugal. To tackle this issue, 2 research questions have been formulated: “Is there a market for events of performing arts via live streaming in a pandemic- free world in Portugal?” and “If so, how can it work?”. After interviewing 15 experts of the industry and surveying 484 Portuguese respondents regarding the topic, the conclusions seem to be positive regarding the existence of this market, but not without considering some obstacles as well as important good practices. Keywords: Digital Business, Live streaming, Performing Arts, Culture, Lockdown, Portugal Acknowledgments: I would like to thank Rafael Pina, João Sá Coelho, Sissi Martins, Ruben Madureira, Sandra Viegas Leal, António Leal, Artur Guimarães, Joana Cunha, José Lobo, João Fontes, Rita Duarte, Luís Matos, Felício Fialho, António Gonçalves and Vítor Magalhães for the interviews; my awesome friends at ForTuna, especially Carolina Loruenço and Diogo Patacão for the constant help and my amazing girlfriend Marta Nisa for believing in me. Lastly, my family, especially my parents for teaching me to love art. This work used infrastructure and resources funded by Fundação para a Ciência e a Tecnologia (UID/ECO/00124/2013, UID/ECO/00124/2019 and Social Sciences DataLab, Project 22209), POR Lisboa (LISBOA-01-0145-FEDER-007722 and Social Sciences DataLab, Project 22209) and POR Norte (Social Sciences DataLab, Project 22209) 1 Introduction Today, the world is shaped by technology.
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