EVENT MANAGEMENT OF MUSIC FESTIVALS IN THE UK: AN EVENT ORGANISER'S PERSPECTIVE

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CHAPTER 1: INTRODUCTION

Background of the study

Event management is an application of project management that is used in development and creation of events, conferences and festivals. The event management is one of the most effective businesses that are highly acclaimed in the entire world, as it is helping in generation of higher revenues and the profitability level is also higher in this field. Some of the activities that need to be managed by the event organisers include: recognizing the target audience; studying the details of the brand, planning of logistics, devising of the entire event concept and coordination of technical aspects prior to the actual launching of event (Walters & Raj, 2012, p.358). All these activities need to be managed by the event organisers, as it is an important part of their job description. An event can never become “a success” until and unless it is not post tested, therefore the professional event management organisations are found holding post event analysis meetings in which they measure and evaluate the return on investment, as these are some of the most critical drivers of the event management industry (Wale, 2010, p.137).

The music festivals are some of the most common events that are arranged by the event organizing agencies or organisations all over the world. United Kingdom is a developed country that is having sound event management industry that is arranging diversified forms of events for the social cause, fund generation, awareness campaigns, musical event, organisational and marketing events etc (Rogers & Anastasiadou, 2011, p.387). The event organisers are able to motivate and keep the public as well as organisations in gaining their support. There are many event organizing companies located in United Kingdom that are effectively executing quality musical festivals for the general public with optimum quality. Several charitable organisations, interest groups and industries are the main business providers of event organizing companies, as they are the ones who are availing their services in accomplishing their organisational mission.

Musical festivals or any other form of festivals such as Christmas etc. are the best source of building business relationships, marketing, celebration of success or in raising money for a noble cause (Smith & Lockstone, 2009, p.154). There are various well known multinational corporations that hold music festivals for developing and enhancing customer relationship management process and for launching new brands in the market. Music festival is a form of magical event that helps in gaining attention of the larger portion of the population and there are several kinds of music that can help in connecting the hearts of people with the basic theme or cause behind the event. The public can be kept motivated and connected through instinctive and fundamental way through arranging music festivals (Ramsborg, 2008, p.65).

Music is one of the most important forms of art that is intentionally created for the purpose of entertainment. It has become a resource of expression for people in wide range of activities ranging from ...