For studying the global cities famous for music, this Thesis classifies them according to four areas: Music Symbol, Music Landmark, Music Festival and Music Tradition, respectively. And then extract the successful factors for Kaohsiung city marketing use from four cases¡¦ definition, development, the role of government and business model. This study also survey music resources using Due Diligence method in Kaohsiung city. And then generalize some suggestions from comparing and analyzing some potential music resources between Kaohsiung city and the global case. Finally, this study examines all suggestions by interviewing related experts using AHP method.

Background Information: Outdoor music festivals (OMFs) are complex events to organise with many exceeding the population of a small city. Minimising public health impacts at these events is important with improved event planning and management seen as the best method to achieve this. Key players in improving public health outcomes include the environmental health practitioners (EHPs) working within local government authorities (LGAs) that regulate OMFs and volunteer organisations with an investment in volunteer staff working at events. In order to have a positive impact there is a need for more evidence and to date there has been limited research undertaken in this area. The research aim: The aim of this research program was to enhance event planning and management at OMFs and add to the body of knowledge on volunteers, crowd safety and quality event planning for OMFs. This aim was formulated by the following objectives. 1.To investigate the capacity of volunteers working at OMFs to successfully contribute to public health and emergency management; 2.To identify the key factors that can be used to improve public health management at OMFs; and 3.To identify priority concerns and influential factors that are most likely to have an impact on crowd behaviour and safety for patrons attending OMFs. Methods: This research program has involved a series of five exploratory research studies exploring two main themes within public health management for OMFs, event planning capacity and volunteer capacity. Four studies used a cross-sectional design and survey methodology to collect self-report data from each cohort while the remaining study utilised case methods. The study participants were recruited from Australian and European OMFs. For volunteer capacity, data have been collected from volunteers at two internationally recognised OMFs. One had formal training for their volunteers and the other did not. For planning capacity, data have been collected on consumer concerns regarding OMFs, priority factors that influence crowd behaviour and safety and leadership in event planning. Results (volunteer capacity): The first studies assessed the public health and emergency management capacity of volunteers working at two OMFs. Volunteer training was provided at one event but not at the other. Comparatively, the participants from the OMF where training was provided reported noticeably better awareness of and involvement in public health and emergency management at that event. Additionally, this awareness was improved with experience volunteering at the study festivals. These studies highlighted the benefits of volunteer training and retention. Results (event planning capacity): The next three studies focused on event planning capacity with the first being a case study on event planning leadership. The purpose of this study was to demonstrate that the event licensing programs managed by LGAs could improve health outcomes for OMFs. A European OMF, the Glastonbury Festival, was chosen for this study. After problems in 2000, it was highly likely that the event would never be held again unless public health and safety was improved. This study documents the progression from that 2000 event through to the 2004 event that was considered the safest event yet. The LGA EHPs working through the event licensing programs had engineered these changes. The next study focused on consumer priority concerns associated with attending OMFs. A wide range of public health issues were identified as high concern including access to drinking water, toilets, safe food and personal protection issues such as females being grabbed or losing valuables. Safety in the mosh pit was a particular concern for almost half of the participants in the study. Also mosh pit safety was identified with other concerns such as females being grabbed, needing first aid, being struck by thrown items, crowd sizes, losing valuables and alcohol-related behaviour. Making safety in the mosh pit the most important public health issue for these study participants. The final study focused on identifying the main influences on crowd behaviour and safety at OMFs, particularly mosh pits. This study follows on from the consumer study. The study participants were skilled event security guards, specialising in OMFs and considered the performers, the music and group mentality as the most common motivators for changes in mosh pit behaviour. They also considered that generally (1) crowd composition, (2) drugs and particularly alcohol, (3) the type of performance, (4) venue configuration, and (5) activities of security staff were highly influential on crowd behaviour and safety at OMFs. Conclusion: Results from this research program have added to the body of evidence on public health management for OMFs. Findings support capacity building and retention for volunteer staff working at OMFs. Also this research has provided evidence on quality event planning, crowd behaviour and safety that can support EHPs working with OMFs. All of these studies have been published in peer-reviewed journals in order to communicate these findings to volunteer organisations and EHPs involved with OMFs. Where to from here? There remains considerable opportunity for research on a variety of topics related to public health management for OMFs. Some specific areas where further work is recommended are: othe development and evaluation of a pilot training program (web-based) for Australian volunteers working at OMFs (this training package is currently under development); othe development of a national code of practice for the event management industry; oresearch into festival patrons' risk perceptions and the impacts of those choices; oevaluation of the planning and management approaches used by specific OMFs; and oadditional detailed investigations of event characteristics such as crowd mood and its impacts on public health safety at OMFs.

Les festivals de musique s'étant constitués progressivement depuis le milieu des années 1990 en un véritable phénomène de société au Maroc, cette thèse analyse, dans une perspective comparatiste, en quoi ces événements artistico-culturels et festifs favorisent des formes nouvelles, non-conventionnelles, de production du politique dans le monde arabe entre contestation et relégitimation de l'ordre établi. D'une part, les festivals de musique, appréhendés par le biais d'une analyse culturelle de l'action collective et des mouvements sociaux, révèlent un espace politique alternatif au potentiel initial fortement subversif, à l’origine d’une Nayda post-islamiste. D'autre part, les différents processus de récupération et de cooptation, directes et indirectes, dans lesquels entrent peu à peu ces événements, illustrent les ressorts de la domination et d'une politique culturelle autoritaire exercées par le makhzen. Enfin, cette politisation multiple, que permet l'ambivalence de l'artistico-culturel et du politique, est exacerbée dans le contexte du Mouvement du 20 février et du Printemps arabe entre radicalisation et saturation de la dynamique festivalière. / Musical festivals in Morocco have progressively become a social phenomenon since the mid 1990's. This study takes a comparative perspective in order to analyse to what extent these artistic, cultural and festive events promote new and unconventional forms of politics production in the Arab world, which oscillate between a contestation and a relegitimation of the established order. On the one hand, music festivals, considered through the lense of a cultural analysis of collective action and social movements, constitute an alternative political space with an initially high subversive potential leading to a post-islamist Nayda. On the other hand, these events gradually enter diverse processes of direct and indirect distortion and co-optation, which illustrate the levers of the domination and the authoritarian cultural policy exercised by the makhzen. Finally, the multiple politicization allowed by the ambivalence of artistic, cultural and political expressions is exacerbated in the context of the Arab Spring and the 20 February Movement between a radicalisation and a saturation of the festival dynamics.

The aim of the thesis is to characterize the environment of hip hop subculture in the Czech Republic and to define its visual manifestations for the purposes of communication with this group. The theoretical part is focused on defining the concept of subculture. Bring nearer hip hop environment with its history and address the areas of visual expression and visual style. In the practical part, these theoretical knowledge is applied to the Hip Hop Kemp Festival, which is presented in my work. In conclusion, thesis analyze the visual style of the festival and evaluation of response to visual style of subcultures.

The master thesis analyzes the structure of multi-genre music festivals´ visitors and on the base of this analysis, a part of marketing mix of concrete festival is proposed to be modified. This modification is primarily focused on communication mix. Music festivals are the product of tourism. This is one of the essential ideas of this master thesis. Festival is a service - nonmaterial product, so there must be reached the maximal efectivaty of the communication with the music festival customer - visitor. The secondary goal of the master thesis is proposal of the realizatoion of multi-genre music festival in České Budějovice. This goal is almost achieved, when local authority has expressed the agreement with this project.

Titel: Sociala medier och musikfestivaler - En kvantitativ och jämförande studie om skillnaden mellan män och kvinnors användande av musikfestivaler`s konton på sociala medier sett från ett marknadsföringsperspektiv. Författare: Jenny Claurentzius, Fanny Malmborg och Sofie Svedin Handledare: Thomas Michel Institution: Managementhögskolan, Blekinge Tekniska Högskola  Kurs: Kandidatarbete i Företagsekonomi, 15 högskolepoäng  Syfte: Att öka förståelsen för de skillnader som finns mellan män och kvinnors användande av de konton som musikfestivaler innehar på sociala medier. Metod: En kvantitativ studie utfördes i form av en enkätundersökning som spreds via Facebook till festivalbesökare som besökt en festival i år (2017) eller föregående år (2016).  Resultat: Skillnader uppmättes i sätten som män och kvinnor använder sig av, interagerar och identifierar sig med en musikfestival och dess konton på sociala medier. Slutsater: Män är mer observerande i sin användning av musikfestivalens konton på sociala medier, mindre angelägna att festivalens image passar in med egna självbilden och mer impulsiva i sina uppdateringa och beslutsfattande. Kvinnor är mer interagerande i sin användning av musikfestivalens konton på sociala medier, mer angelägna att musikfestivalens image passar ihop med den egna självbilden, mer känslomässigt engagerade och praktiska i sitt beslutsfattande.  Nyckelord: sociala medier, musikfestival, marknadsföring, genusskillnad, varumärke / Title: Social media and music festivals - a quantitative and comparative study about men and women's differences in the use of the accounts run by music festivals on social media, seen from a marketing perspective. Authors: Jenny Claurentzius, Fanny Malmborg and Sofie Svedin Supervisor: Thomas Michel Department: School of Management, Blekinge Institute of Technology Course: Bachelor’s thesis in Business Administration, 15 credits Purpose: To increase the understanding of the differences between men and women´s usage of social media accounts run by music festivals. Method: We conducted a quantitative study where we distributed an online survey on Facebook where we asked people who had visited a festival this year (2017) or previous year (2016) to take part. Results: We discovered differences in the way men and women uses, interacts and identifies with a music festival and its accounts on social media. Conclusions: Men are more observant and interact less with accounts held by festival organisers on social media, they care less about the festivals image matching their own and they are more impulsive in the way they make updates and decisions. Women interact more with the accounts held by festival organisers on social media, they care more about the festivals image matching their own, they are more emotionally engaged and more practical in their decision making. Keywords: social media, music festival, marketing, gender difference, trademark

The goal of the work is to define all the essentials of business plan and the real business plan of Auviex, s.r.o. The work is devided into two parts. First theoretical part describes main characteristics and layout of business plan. In practical part there is written out concrete business plan focused on main project of the company - International Music Festival Český Krumlov. This business plan can serve as a document for seeking new financial partners. It includes description of all activities, scheme, market analysis, competitive advantage, marketing plan, financial plan, potencial risks and possible solutions to avoid them.

[pt] O estudo procura identificar as formas pelas quais o festival de música intitulado Rock in Rio foi capaz de atravessar gerações e, no Rio de Janeiro, ao longo de mais de trinta anos (1985-2017) e com futuros eventos confirmados, se manter pertinente junto às diferentes juventudes que vivenciaram - e ainda vivenciam - suas diversas edições. Para isso se desdobra, primeiramente, em uma análise sobre os festivais contemporâneos enquanto importantes difusores da música na atualidade, além relevantes mediadores do encontro presencial e da convivência social; e, ainda, como se tornaram símbolos de valores tipicamente associados ao conceito de juventude que, no Brasil, vieram ao encontro de um cenário local que propiciou o surgimento do Rock in Rio. Na sequência, o estudo apresenta informações sobre a abrangência deste festival, junto a aportes teóricos onde dialogam os campos da comunicação, história e memória que refletem o contexto de sua realização. Por último, são apresentados os achados das duas etapas compreendidas no trabalho de campo: (a) a observação participante realizada durante a edição de setembro de 2017 do Rock in Rio; e (b) as entrevistas em profundidade com integrantes da audiência da primeira edição do festival, no ano de 1985, e com representantes da atual geração de jovens, no que concerne à faixa etária, que passaram a frequentá-lo a partir de 2011. Ambas tiveram como objetivo entender o valor simbólico do Rock in Rio para as distintas gerações que compõem a sua audiência, fator que se mostrou intrínseco à longevidade do festival. / [en] The study aims to identify the ways by which the music festival entitled Rock in Rio was able to cross generations in the city of Rio de Janeiro and make itself relevant along with the distinct youths who have lived and experienced its various editions for more than thirty years (1985-2017) with future events already confirmed. To this end, the study presents an analysis of contemporary festivals as one of the main broadcasters of music in the present time, besides being relevant mediators of the face-to-face meeting and the social coexistence; and also how they became symbols of values typically associated with the concept of youth, which have found particular circumstances in Brazil that led to the emergence of Rock in Rio. The study then presents some institutional information about this music festival, together with theoretical contributions on the fields of communication, history and memory that reflect the context of its accomplishment. Finally, the findings of the two stages included in the fieldwork are presented: (a) a research carried out during the September 2017 edition of Rock in Rio; and (b) in-depth interviews with members of the audience of this festival s first edition, in 1985, together with current young people, regarding the age group, who accompanied its most recent editions (from 2011). Both phases were aimed at understanding the symbolic value of Rock in Rio for the distinct generations that make up its audience, something that was perceived as intrinsic to the festival s longevity.

Esta pesquisa buscou compreender as aprendizagens e práticas musicais presentes e desencadeadas no e pelo Festival Música Estudantil de Guarulhos, que teve caráter competitivo e focou as músicas produzidas por estudantes. O objetivo do evento foi o de mobilizar as escolas do município de Guarulhos – SP, e, dar visibilidade às ações músico-pedagógicas nelas desencadeadas. Organizado pela Secretaria de Cultura do município, o Festival envolveu professores e gestores escolares, gestores municipais e, especialmente, 23 grupos musicais formados por jovens estudantes. O evento foi aberto a todas às formações de grupos instrumentais/vocais e a todos estilos/gêneros musicais, o que resultou em uma variedade significativa de jeitos e formas de tocar e cantar. Organizado em duas semifinais e uma final, o evento teve como premiação prometida a gravação de um CD com as dez músicas finalistas. As questões que guiaram a pesquisa foram: Que práticas musicais juvenis aparecem no evento? Como elas apareceram? Que ações músico-pedagógicas o Festival pôde mobilizar nos jovens participantes? E na escola, como isso ocorreu? Em que medida os jovens participantes, e a escola, interferiram nas decisões e na dinâmica do Festival? Para discutir estas questões, enfoquei o Festival de Música Estudantil de Guarulhos considerando que sua dinâmica e funcionamento potencializam aprendizagens musicais para os envolvidos. O Festival foi tomado como uma ação criada a partir de uma política pública, que pode congregar e remodelar práticas culturais no âmbito da música. A pesquisa foi orientada pela abordagem qualitativa e teve como método investigativo o estudo de caso. A inserção em campo se deu entre os meses de outubro de 2011 e junho de 2012, e os dados construídos no trabalho de campo constituíram-se em: 1) observações com registros fotográficos e em audiovisual das eliminatórias e a final do festival de 2011; 2) entrevistas semiestruturadas com os integrantes das bandas e grupos musicais, a equipe pedagógica das escolas participantes, e a equipe organizadora do Festival – incluindo funcionários da Secretaria de Cultura do Município de Guarulhos e da Secretaria de Educação do Estado de São Paulo; e, 3) documentos relativos ao evento. Os dados da pesquisa permitem a compreensão da dinâmica, da estrutura, e do potencial músico-pedagógico imbuídos nesse tipo de evento. Ao longo do Festival ocorreram diversos momentos profícuos em aprendizagens musicais, tais como a preparação dos jovens estudantes para o evento, e, as situações em que os organizadores possibilitaram o contato deles com outros músicos que lhes passaram dicas e instruções musicais. O Festival alavancou a prática musical de vários jovens e modificou o cenário escolar a partir do engajamento de estudantes e professores com composições, organização de bandas e apresentações musicais. Os resultados mostram que o Festival extrapolou o espaço e o calendário formalmente estabelecido pelos organizadores, contemplando a vida e a música de seus participantes. / This research aimed at understanding the learning and musical practices triggered in and by the student music festival in Guarulhos. The festival had a competitive nature and focused on the songs produced by the students. Another as important objective was to mobilize the municipal schools in Guarulhos – SP, and also highlight the music education actions developed there. This event was organized by the Municipal Department of Culture involving teachers, school and municipal managers and, especially, twenty-three music groups formed by young students. It was open to all instrumental/vocal groups of any formation and music style, which resulted in a great variety of manners of singing and playing music. The festival had two semifinals and a final, the prize was the recording of a CD with the ten best songs. The leading questions to the research were: What are the juvenile musical practices present at the event? How did they appear? What music education actions did the festival cause in the young participants? And at school, how did that happen? To what extent did the young participants – and the school – interfere in the decisions and dynamics of the event? In order to discuss these questions, the research focuses the student music festival in Guarulhos based on the arguments of field of music education has – understood as a field of knowledge that takes interest in the processes of music teaching and/or learning. The research was guided by the qualitative approach and had a case study as the investigative method. The inclusion in the field occurred between the months of October 2011 and June 2012. The resulting data consists of: 1) audiovisual and photographic records of the playoffs and the final in 2011; 2) semi-structured interviews with participating groups, participating schools’ pedagogical team, and the organizing staff of the Festival - including people from the Department of Culture of Guarulhos and people involved in the Education Department of the State of São Paulo; and, 3) festival-related documents and reports. The resulting data allow the understanding of aspects such as the dynamics, structure, and the music and educational potential present in this kind of event. There were several fruitful moments of music learning during the festival, such as the students’ preparation for the event, and the possibility the organizers gave them to be in touch with other musicians who provided them with hints and instructions concerning music. The festival boosted the music practice of several young students, changing the school setting from the commitment of students and teachers in composing, forming groups, and the music performances. The results show that the festival went beyond the space and schedule the organizers had formally established – by contemplating its participants’ life and music.

Title: Festivalernas Intåg – Korröfestivalen- en bordunstämmas resa genom festivaliseringen The Korrö festival- The establishment of a Swedish Folk Music Festival. This thesis describes how folk music festivals have been escalating during the past few and how they have influenced Swedish folk music. To reach my results I have been studying one festival in particular which is the Korrö Folk Music Festival. This event started in the mid-eighties as a small happening that attracted almost exclusively musicians that were a part of the bordooon movement. The bordoon movement gathered a couple of days in the summer at what they called the “Korrö bordunstämma” to build instruments and play folk music. Later on the event started to attract other people through public live concerts. These concerts became more and more popular and they soon took over the original purpose of the event. This became a turning point for “Korrö bordunstämma” who now decided to change name to the Korrö Folk Music Festival. I have been studying the history of this event to see if I could find any particular circumstances that may have contributed to the popularity this event have reached over the years. I will illustrate how certain factors such as organisation, economy and alteration of visitors have affected the festival. This text will give the reader a presentation of a festival in constant change. I believe that The Korrö Folk Music Festival has been an important part of the development of modern Swedish folk music and still is.