“I didn’t want to promote it with a white girl”: marketing practices and boundary work at popular music festivals

IF 2.2 Q2 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Event and Festival Management Pub Date : 2024-02-09 DOI:10.1108/ijefm-07-2023-0056

Britt Swartjes

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引用次数: 0

Abstract

PurposeThis paper aims to explore how music festival organisers negotiate diversity and inclusion in marketing and promotion practices through symbolic and social boundaries.Design/methodology/approachBased on semi-structured interviews with 18 festival organisers in Rotterdam and participant observation with six festival photographers I show that symbolic and social boundaries are employed in three areas: (1) boundaries in festival format (i.e. [partially] free or ticketed), (2) boundaries in distribution partners and technologies and (3) boundaries in promotional content.FindingsSymbolic and social boundaries are intentionally used by festival organisers to build and delineate festival audiences. Implications are drawn on current understandings of the accessibility of music festival spaces, arguing that festival research should move beyond within-space dynamics to grasp the negotiation of diversity and inclusion at festivals more fully.Originality/valueWhile music festivals are often marketed as celebratory spaces that are “welcoming to everyone”, few studies have investigated diversity and inclusion nor marketing and promotion practices at music festivals. This study shows how festival audiences are shaped through marketing and promotion practices.

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"我不想和白人女孩一起宣传"：流行音乐节的营销实践和边界工作

本文旨在探讨音乐节组织者如何在营销和推广实践中通过象征性和社会性界限来协商多样性和包容性。设计/方法/途径基于对鹿特丹 18 位音乐节组织者的半结构式访谈以及对六位音乐节摄影师的参与式观察，我发现象征性和社会性界限在三个方面得到了运用：（1）音乐节形式的界限（即[部分]免费或售票）；（2）分销合作伙伴和技术的界限；（3）推广内容的界限。研究结果音乐节组织者有意使用象征性和社会性界限来建立和划分音乐节受众。本研究就当前对音乐节空间无障碍性的理解提出了一些启示，认为音乐节研究应超越空间内部动态，更全面地把握音乐节多样性和包容性的协商。本研究展示了音乐节的观众是如何通过营销和推广活动形成的。

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来源期刊

International Journal of Event and Festival Management HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

3.80

自引率

13.60%

发文量

期刊介绍： The International Journal of Event and Festival Management advances knowledge in the field of events management and enhances the uptake of such knowledge by academics in the field. The double-blind peer-reviewed journal will cover events management issues ranging in scope from small festivals, business and special events to mega events such as the Olympics. Articles will be sourced from all disciplinary perspectives and a multi-disciplinary research approach is encouraged.