This bachelors thesis examines how av new musicfestival in Umea is communicated on the festivals website and how the communication is beeing percepted by people who have bought tickets to the festival and people who have chosen not to. The material is based on qualitative interviews with theese people and a discourse analysis of the website. The methods beeing used in this thesis are discourse analysis and qualitative interviews. The interviews focuses on two groups, people who have bought tickets to the festival and the ones who has not. The results of the analysis shows that the website uxufestival.se communicates the vision of a unique festival who brings people together. The people who have bought tickets and the people who haven't identify themselves with the targeted group. There's difference in the way that the two groups have percepted the communication, the ones that have bought tickets experience that the communication has been informative while the ones who haven't bought tickets feel that they haven't got a lot of information. The results of the analysis shows that the people who have bought tickets feel that they have the power to influence the festival in a way that they feel is refreshing. Both the people who have bought tickets and the ones who haven't identify themselves with the people who visit this kind of musicfestivals.