Audience Research for the Performing Arts: Romanian Music Festival

• Main Author: Florin G. LUCHIAN
• Format: Article
• Language: English
• Published: Romanian Foundation for Business Intelligence 2014-04-01
• Series: SEA: Practical Application of Science
• Subjects: arts marketing; festival management; audience research; Romanian Music Festival
• Online Access: http://seaopenresearch.eu/Journals/articles/SPAS_3_36.pdf

The purpose of this study is to examine the strategic marketing tools (instruments) such as segmentation and targeting for a better understanding of current and potential audiences of classical music festivals. Arts administrators need to locate and address the audience segmentation, enhancing communication with audiences of all segments. The marketing strategies for music festivals should include improving music festival branding as well as developing diverse programs and engaging with the community on multiple levels. The study incorporates a literature review of the recent sociological research dealing with the consumption of arts products and a case study approach on the fifteenth edition of Romanian Music Festival in Iași, involving an audience survey. The research can be used as a tool to inform marketing and audience development plans for the organisers of Romanian Music Festival and other arts organisations. It also contains insights that organisations might find useful in the development of an arts activity itself.