Examine an event, festival or concert that is scheduled soon after the restart of the industry and discuss their management and marketing strategies necessary for their success.
Analyze and present an event that already took place (for example Thessaloniki’s International Trade Fair) or being scheduled in the future and
1) Describe the market framework in which the event takes place.
2) Examine how the sector and in particular the event responded to the new
market conditions (for example being Covid free events).
3) Evaluate how the event planning, the management and marketing strategies
were transformed.
4) Compare what happened in other similar events.
5) Support their findings from academic references.
6) Suggest possible future trends.

Sample Answer

Sample Answer

The Resurgence of Music Festivals: Management and Marketing Strategies for Success


As the live entertainment industry begins to restart after a long hiatus due to the COVID-19 pandemic, music festivals are eagerly anticipated events for both artists and fans. This essay will examine the management and marketing strategies necessary for the success of a music festival scheduled soon after the industry’s restart. Additionally, we will analyze a past event, Thessaloniki’s International Trade Fair, to understand how the sector responded to new market conditions, evaluate the transformation of event planning, management, and marketing strategies, compare it to other similar events, support findings with academic references, and suggest possible future trends.

1) Market Framework of the Event

The market framework in which a music festival takes place includes various factors such as target audience demographics, geographic location, competition, and industry trends. Understanding these factors is crucial for effective planning and execution. The target audience for music festivals typically consists of music enthusiasts spanning different age groups and interests. Geographic location plays a significant role as festivals held in popular destinations or areas with a thriving music scene tend to attract larger crowds. Competition exists both locally and internationally, with numerous festivals vying for attendees and artist bookings. Industry trends, such as the rise of sustainability and immersive experiences, also shape the market framework.

2) Response to New Market Conditions (e.g., Covid-Free Events)

In response to the COVID-19 pandemic, music festivals have had to adapt to new market conditions and implement safety measures to ensure the health and well-being of attendees. This includes implementing social distancing protocols, requiring proof of vaccination or negative COVID-19 tests, and enhancing sanitation practices. Some festivals have also embraced hybrid models, offering virtual attendance options for those unable or unwilling to attend in person. These adaptations allow festivals to navigate the challenges posed by the pandemic while still providing a memorable experience for attendees.

3) Transformation of Event Planning, Management, and Marketing Strategies

The restart of the live entertainment industry presents an opportunity for music festivals to reimagine their event planning, management, and marketing strategies. During the pandemic, many festival organizers were forced to cancel or postpone their events. As a result, they have had more time to evaluate their strategies and make necessary adjustments. This includes enhancing crisis management plans, creating flexible ticket refund policies, and implementing digital marketing techniques to reach a wider audience and generate excitement.

4) Comparison with Similar Events

To gain insights into how music festivals respond to new market conditions, it is important to compare their strategies with similar events. For example, other large-scale events like trade fairs or conferences have also faced challenges during the pandemic. By examining how these events adapted to new market conditions and implemented safety measures, music festivals can learn from their successes and failures.

5) Support from Academic References

Academic references can provide valuable insights into event management and marketing strategies. Studies on crisis management in the events industry, consumer behavior in post-pandemic contexts, and the impact of digital marketing on event success can contribute to a comprehensive understanding of effective strategies for music festivals in the current market.

6) Possible Future Trends

Looking ahead, several future trends can be anticipated in the music festival industry. These include a continued emphasis on safety measures and health protocols even after the pandemic subsides. Festivals may also incorporate more sustainable practices in response to growing environmental concerns. Furthermore, advancements in technology may lead to more immersive experiences through virtual reality or augmented reality elements. Additionally, festivals may explore new ways of monetization such as live streaming partnerships or offering exclusive content for virtual attendees.


The restart of the live entertainment industry presents both opportunities and challenges for music festivals. By understanding the market framework, responding to new market conditions, transforming event planning and marketing strategies, comparing with similar events, referencing academic studies, and anticipating future trends, festival organizers can ensure the success of their events. With careful planning and innovative approaches, music festivals can once again become vibrant celebrations of music while adapting to the evolving needs and expectations of attendees.

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