To better understand the growing popularity of live music, this study analyses consumers’ motivations for live music attendance. In addition to existing literature, a generic approach to audience motivations contributes to our knowledge of the growing live music industry, where venues and festivals vie for the same artists and audience. Based on a survey among visitors of live music events (n?=?1131), a principal component analysis was conducted to extract six motivations for visiting live music, the Live Music Motivation Scale (LMMS). Within this scale, for all motivations, a significant difference was found between visiting concerts and festivals. People predominantly visit festivals for social and personal reasons and predominantly visit concerts for artistic reasons and the uniqueness of the live experience. This study adds to the existing literature a more generic insight in motivations for visiting live music events and a clear comparison between motivations for visiting concerts and music festivals.
Bibliographical noteFunding Information:
This work was supported as part of the project Staging Popular Music: Researching Sustainable Live Music Ecologies for Artists, Music Venues and Cities (POPLIVE) by the Dutch Research Council (NWO) and the Taskforce for Applied Research (NRPO-SIA) [grant number 314-99-202, research programme Smart Culture–Arts and Culture]. Partners in this project are Mojo Concerts and The Association of Dutch Pop Music Venues and Festivals (VNPF). The authors want to thank Dr Paul Rutten for his critical feedback and also Dr Marc Verboord and Dr Pawan Bhansing for their methodological feedback. Also thanks to the academics who critically pre-tested the scale. We would like to thank Mojo Concerts, VNPF and Festivalinfo.nl for sharing the survey on their channels. Finally, we would like to thank the respondents who made this research possible. The research conducted in this paper is approved by the ESHCC Ethics Review Board of Erasmus University Rotterdam (approval number ESHCC-v-05368 19/29). All respondents have provided appropriate informed consent before getting access to the survey.
© 2021 The Author(s). Published by Informa UK Limited, trading as Taylor & Francis Group.