Segmentation and the Key Communication Channels to Promote a Music Festival – The NOS Primavera Sound Case Study

In this paper, we segment the festival audience considering the loyalty and the participation intensity, and each group was characterized considering the main motivations, global satisfaction and the key communication channels to promote the event. We study the unique and authentic NOS Primavera Sound Festival that occurs in the city of Porto. To answer our research questions, we analysed two editions (2018 and 2019) that contemplate 2156 valid responses and subsequently applied non-parametric tests. We intend to contribute to the literature through the presentation of a clear audience segmentation and also the diverse potential communication channels across the different groups. This information is extremely useful not only for the festival organizers, but also for other stakeholders, namely marketers, policy makers, sponsors, sector professionals, researchers, among others.