Marketing Strategy at Rock Festival : Case of "Mission Impossible Kyoto"

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  • ロックフェスに於けるマーケティング戦略 : 京都大作戦を事例に
  • ロックフェス ニ オケル マーケティング センリャク : キョウト ダイサクセン オ ジレイ ニ

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Nowadays, music festivals are very important for generating revenue streams in the music industry. However, there have been very few studies performed about factors to make music festivals successful. The purpose of this study is to examine marketing strategies. This study focuses on one of the most successful festivals in Japan, "Mission Impossible Kyoto". A questionnaire was utilized to survey the festival audience, and the investigation revealed three critical factors that could influence the success of the festival. •Artist Performance •Ticket Sales •Business Best Practices These findings are important for diversity of music festivals and choice of the audience, which may be at risk due to intensifying competition.

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