Marketingová a Dramaturgická Analýza Festivalu Bažant Pohoda

Marketingová a Dramaturgická Analýza Festivalu Bažant Pohoda

Masarykova univerzita Filozofická fakulta Ústav hudební vědy Management v kultuře Bc. Lucia Legerská Marketingová a dramaturgická analýza festivalu Bažant Pohoda Magisterská diplomová práca Vedúci diplomovej práce: PhDr. Aleš Opekar, CSc. 2012 Prehlasujem, že som diplomovú prácu vypracovala samostatne za použitia uvedenej literatúry, prameňov a zdrojov. Dňa 15. mája 2012 ………………………………… Podpis autora práce 2 Na tomto mieste by som rada poďakovala PhDr. Alešovi Opekarovi, CSc. za vedenie práce, Michalovi Kaščákovi a Veronike Vrabcovej z agentúry Pohoda za poskytnutie materiálov a konzultáciu. 3 OBSAH: 1. ÚVOD ......................................................................................................................................... 6 2. HISTÓRIA HUDOBNÝCH FESTIVALOV A VÝZNAMNÝCH PROMOTÉRSKYCH AKCIÍ ...................................................................................................... 7 2. 1. Woodstock ..................................................................................................................... 7 2. 2. Glastonbury ................................................................................................................ 11 2. 3. SXSW ........................................................................................................................... 15 2. 4. The ILMC (International Live Music Conference) ................................................ 16 2. 5. YOUROPE (The European Festival Association) ................................................... 18 2. 4. SZIGET ....................................................................................................................... 20 2. 5. Colours of Ostrava ..................................................................................................... 22 2. 5. 1. Colours of Ostrava 2002 .................................................................................... 22 2. 5. 2. Colours of Ostrava 2003 .................................................................................... 23 2. 5. 3. Colours of Ostrava 2004 .................................................................................... 23 2. 5. 4. Colours of Ostrava 2005 .................................................................................... 24 2. 5. 5. Colours of Ostrava 2006 .................................................................................... 24 2. 5. 6. Colours of Ostrava 2007 (zima) ........................................................................ 25 2. 5. 7. Colours of Ostrava 2007 (leto) .......................................................................... 26 2. 5. 8. Colours of Ostrava 2008 .................................................................................... 27 2. 5. 9. Colours of Ostrava 2009 .................................................................................... 27 2. 5. 10. Colours of Ostrava 2010 .................................................................................. 29 2. 5. 11. Colours of Ostrava 2011 ................................................................................. 30 2. 5. 12. Colours of Ostrava 2012 .................................................................................. 32 2. 5. 13. Ocenenia ............................................................................................................ 33 2. 5. 14. Záver .................................................................................................................. 33 3. FESTIVAL POHODA ............................................................................................................ 34 3. 1. História ........................................................................................................................ 34 3. 2. Financie ....................................................................................................................... 35 3. 3. Rôzne druhy umenia .................................................................................................. 36 3. 4. Bezpečnosť .................................................................................................................. 36 3. 5. Dramaturgia ............................................................................................................... 37 3. 6. Pohoda tím .................................................................................................................. 38 3. 7. Organizácia festivalu .................................................................................................. 38 3. 8. Cieľ festivalu ............................................................................................................... 39 3. 9. Scény (súčasná podoba) ............................................................................................. 39 3. 10. Fotografia .................................................................................................................. 40 4. MARKETINGOVÁ ANALÝZA FESTIVALU SO ZAMERANÍM SA NA ROČNÍK 2011 ............................................................................................................................................... 40 4. 1. Cieľové skupiny a Matica šírky sortimentu ............................................................ 40 4. 1. 1. Cieľové skupiny festivalu .................................................................................. 40 4. 2. 2. Matica šírky sortimentu ..................................................................................... 41 4. 2. SWOT analýza ........................................................................................................... 42 4. 3. Mediálna kampaň a partneri festivalu ..................................................................... 44 4. 3. 1. Mediálna kampaň ............................................................................................... 44 4. 3. 2. Partneri festivalu ................................................................................................ 49 4 5. DRAMATURGICKÁ ANALÝZA FESTIVALU ................................................................. 50 5. 1. Kráľovská Pohoda 1997 ............................................................................................ 50 5. 2. Pohoda 1998 ................................................................................................................ 51 5. 3. Pohoda 1999 ................................................................................................................ 52 5. 4. Topvar Pohoda 2000 .................................................................................................. 53 5. 5. Topvar Pohoda 2001 ................................................................................................. 54 5. 6. Bažant Pohoda 2002 ................................................................................................... 56 5. 7. Bažant Pohoda 2003 ................................................................................................... 57 5. 8. Bažant Pohoda 2004 .................................................................................................. 58 5. 9. Bažant Pohoda 2005 ................................................................................................... 60 5. 10. Bažant Pohoda 2006 ................................................................................................. 62 5. 11. Bažant Pohoda 2007 ................................................................................................. 64 5. 12. Bažant Pohoda 2008 ................................................................................................. 66 5. 13. Bažant Pohoda 2009 ................................................................................................. 69 5. 14. Bažant Pohoda 2010 ................................................................................................ 71 5. 15. Bažant Pohoda 2011 ................................................................................................ 73 5. 16. Pohoda Indoor Camping Festival ........................................................................... 75 5. 17. Bažant Pohoda 2012 ................................................................................................. 76 5. 18. Záver .......................................................................................................................... 76 6. ZÁVER ..................................................................................................................................... 77 7. RESUMÉ .................................................................................................................................. 79 7. 1. Summary ..................................................................................................................... 79 7. 2. Zussamenfassung ........................................................................................................ 80 8. POUŽITÁ LITERATÚRA, PRAMENE A ZDROJE .......................................................... 81 8. 1. Knihy ........................................................................................................................... 81 8. 2. Internetové zdroje ...................................................................................................... 81 8. 3. Časopisy ....................................................................................................................... 86 8. 4. Materiály agentúry Pohoda s.r.o. ............................................................................

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