Identitetsbygging og kommunikasjon i det norske festivalmarkedet - En casestudie av tre norske musikkfestivalers grep for å overleve i et konkurransepreget marked
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This thesis is a qualitative study of three cases that deals with initiatives Norwegian music festivals take in order to survive in a competitive market. The thesis purpose is to identify how the different festivals build identity, communicate and promote themselves. Data is collected using in-depth interviews made with the festivals Palmesus, Piknik i parken and Pstereo, and their associated advertising agencies. The main findings are that conceptualization, professionalization and mediatization play an essential role in succeeding in the Norwegian festival market today.