Sponsorship Culture in the German University Popular Music Festival Market

Music festivals have become important events for people to experience music collectively and take a break from their everyday lives. Companies and institutions like to use music festivals as opportunities for advertising their products and services through sponsorship. Dominik Nösner examines professional stakeholder's assessments of the market as well as patterns of existing procedural elements of sponsorship culture, factors determining existing communication and decision-making culture and interrelations between sponsors and audience with emphasis on university popular music festivals. Building on that, he further explores motivational constructs for popular music festival attendance via a survey study. Contents Introduction Theoretical Perspective One: Sociodemographic Induced Challenges Theoretical Perspective Two: Eventization Theoretical Perspective Three: (Live) Popular Music (Cultures) Theoretical Perspective Four: Reality Model(s) and Cultural Program(s) Theoretical Perspectives Summary Operationalization and Methodological Approach Study One: Qualitative Exploratory Interviews / Organizer and Sponsors Study Two: Focus Group Interviews / Audience Study Three: Quantitative Surveys / Audience Overall Discussion Additional Chapter: COVID-19 References