In the global pop music industries, revenue models have shifted from physical record sales to streaming services and live performances. At the same time, the supply of live music performances has changed as a result of festivalization. This study aims to understand the effects of festivalization on the strategic action field (SAF) of the Dutch live music ecology. This paper is grounded in a qualitative thematic analysis based on in-depth interviews with directors of pop music venues and festivals. Contributing to the scholarly literature on festivalization we approach this concept from inside the strategic action field (SAF) of live music and place it within the context of the rapidly changing music industries. Among other results we emphasize the significant multiple value creation produced by festivals, the strategic advantages of festivals in relation to traditional music venues and the potential co-evolution within the live music action field.
- ESHCC M&C