An exploratory investigation into if there is an impact on young people’s self-identity and status through their attendance at Music Festivals.

Abstract

The purpose of this dissertation is to examine young attendees at music festivals and to find out if their own self-identity and status is changed when they attend said events. This research aims to understand why a young consumers identity and status may differ from their day to day life when attending a music festival. To begin, a literature review was carried out to investigate existing research, this was then sectioned into different key areas. The background of the events/festival industry, the motivation factors which entice consumers to attend music festivals, consumer identity, sense of status which consumers search for when attending events including theatrical framework and then how events create a sense of community for individuals. The study adopted a qualitative approach carrying out semi-structured interviews. This was based on young attendee’s life experiences and feelings so it was important to conduct face-to face interviews. Participants were aged between 18-25 and were picked at random to help give in depth answers for the researcher. Seven interviews were conducted who all had attended a wide range of music festivals. Then analysing the data collected from the interviews through the use of audio recordings and highlighting the themes in relation to the aim and objectives of the study. Discussing the findings in relation to the literature review and key themes which have been presented by the respondents. Lastly, conclusion and recommendations will be made in the result of the dissertation as a whole.