Music Festivals – China – June 2020
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“Music festivals are not likely to see rebound of attendance when offline live music performances resume, given that consumers will deprioritise live performances in leisure time. Music festival operators will need an overhaul of business strategy for sustainability in the long-run. This cannot totally be attributed to the outbreak of COVID-19 because many of the challenges already existed before the outbreak.
Music festival operators could consider repositioning music festivals into relaxing and fun holiday activities that help enhance family or friend intimacy and targeted consumers could expand to families with children.
As music is a broadly enjoyed leisure hobby, music festivals – as a music-inspired leisure activity – can still serve for marketing purposes. Mintel thinks music festivals are, in particular, a good fit for marketing high-tech products because these two have many things in common.”
– Saskia Zhao, Senior Research Analyst
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