MODERN FORMS OF MARKETING AND THEIR APPLICATION IN THE MUSIC FESTIVAL MOVEMENT

Abstract

The purpose of the article is to define and analyze modern marketing forms, strategies and tools that contribute to the development and popularization of the festival movement. Namely: content marketing, influence marketing, data driven marketing, experiential marketing, use of music digital platforms. The research methodology calls for the identification of elements related to the organization of marketing activity using a number of interdependent methods and approaches: analysis, synthesis, generalization as general scientific methods and psychological and art studies. The scientific novelty consists in the definition and analysis of modern marketing forms and the selection of a number of tools for their application in popularizing the festival movement. Conclusions. The article highlights and analyzes effective forms of marketing that play an important role in promoting music festivals and increasing their popularity. Namely, the analyzed forms of music marketing include: content marketing – creation and distribution of valuable and interesting content with the help of which festivals can increase their visibility, create organic hype and provide deep impressions to potential audiences; influence marketing technology includes sponsored content: guest performances, support of advertising campaigns, influential personalities, which effectively increases the involvement of established fan bases, awareness of the festival, which stimulates ticket sales; data-driven marketing uses data analysis and is based on information that ensures that festivals are targeted to the right audience, resulting in increased return on marketing investment and increased festival success; experiential marketing focuses on creating unique interactions that have a lasting impact on festival goers. This can include interactive installations, virtual reality experiences, augmented reality activations, artist meetings, exclusive backstage access, competitions and other sensory activities. By offering unusual experiences, festivals can stand out and create a sense of exclusivity. The main strategies for popularizing the festival movement include the promotion of music content as digital music in network services and music platforms. Through social media marketing, influencer collaboration, content creation, experiential activation and digital data-driven strategies, festivals can effectively engage with their target audience, increase attendance and develop a profitable long-term.