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Resumo(s)
Music festivals represent a significant part of culture as identity shapers and experience
providers. With the growing use of technology in all structures of society, music festivals
are not aside and have been embracing technologies as a way of creating a value offer
and differentiation factor. Livestreams, cashless systems, digital events along with the use
of virtual reality and social media have been ways to create a meaningful and immersive
experience to the attendees and promote engagement and commitment with the music
festival as a brand. This study demonstrates exactly how the implementation of
technology in music festivals, thus making them hybrid, affects the overall experience of
the attendee. It shows the advantages, challenges and in what specific ways it can affect
the event for the promoters and the attendees, along with what aspects organizers need to
acknowledge when considering embracing hybrid experiences in their festivals. It creates
awareness and raises debate about this increasingly reality, providing the organization
trustworthy insights about the topic of digital and/or virtual experiences.
Descrição
Palavras-chave
Music festivals Digital events Virtual events Hybrid experiences Overall experience