The goal of this master's thesis is to develop the concept of a restaurant located in Paris, playing weekly live classical music concert, to test this concept through existing literature, potential customers and develop a full business plan. The first part of the thesis investigates theoretical background and a test of the concepts to potential customers. The first is composed of four main topics: factors influencing customer's loyalty in a restaurant, the influence of the physical environment, the effect of music on the atmosphere's perception and associated purchasing behaviour in a restaurant and finally key success factors in the restaurant industry. The second part will be composed of three sub-parts, the first stating the goal of the survey, the second how the survey was realised and the third will present the results and conclusions. The second major part of the thesis is the development of the concept after it was confirmed in the previous part. It is composed of a business plan, the latter describing the concept, the market, the business model, marketing strategy & plan, management, development plan and risks. Financial data will be provided in annexes.

Que se passe-t-il sur scène lors d’un concert de rock ? Quels sont les éléments qui permettent d’apprécier ce moment perçu comme "unique" (improvisation, durée des morceaux, performance, interprétation,…) qui ne semble pas identique au disque ?L’angle d’approche de ce projet se base sur les différences musicologiques entre une version phonographique d’une chanson et sa version concert. L’hypothèse de départ est que ces différences font sens.Dans ce cadre, plusieurs analyses sont nécessaires : l’analyse musicologique, l’analyse scénographique et la prise en compte des éléments sociologiques. En effet, nous pensons que le processus de passage sur scène d’un groupe de musique actuelle, outre un rapport privilégié avec le public qu’il est pertinent de prendre en considération, influe sur le processus créatif du groupe, sur la composition même.Plusieurs concepts sont abordés pour traiter ce questionnement : l’authenticité liée aux musiques rock, la postmodernité, le problème ontologique rencontré par les musiques actuelles, le processus de re-création, la fête et le rituel liés au concert, l’interprétation et la performance. Nous traitons aussi des enjeux du disque (création, industrie) et du concert (définition, création) dans le but de comprendre les contraintes matérielles d’un groupe sur la création.Pour mener à bien ce projet, nous nous appuyons sur l’étude du groupe Noir Désir (productions phonographiques, scéniques, influences, analyses du corpus, etc.) et particulièrement sur des analyses comparatives entre versions phonographiques et versions scéniques afin de découvrir les modalités d’existence d’une re-création musicale lors d’un passage sur scène. / What exactly happens on stage during a rock concert ? What are the elements that enable us to appreciate this moment perceived as "unique" (improvisation, duration of songs, performance, interpretation…) which does not seem to be identical to the record?The angle of approach to this project is based on the musicological differences between a phonographic version of a song and its live version. The hypothesis is that these differences make sense.In this perspective, several points of analysis are necessary: the musicological analysis, the scenographic analysis as well as the sociological aspects.Indeed we think that not only a privileged relationship with the public is relevant, but also the process by which a popular music group does from creating records to going on stage influences the creative process of the group and of the composition itself.To answer these questions, the following concepts will be used: the notion of authenticity that is linked to rock music, postmodernity, the ontological problem which popular music faces, the process of re-creation, the celebration and the rituals inherent to concerts, interpretation and performance. To understand the material constraints of creation for a music group, we dealt with the underlying implications of recording and stage performance. In order to carry out this project successfully, we chose to study Noir Désir (phonographic productions, scenic productions, influences, corpus analysis, etc.) with an emphasis on comparative analysis between phonographic versions and scenic versions to discover the modalities of existence of musical re-creation from record to stage performance.