Audience segmentation and lineup influence at Iceland Airwaves

Music festivals are public celebrations of musical performances that preserve and evolve our culture and artistic expression. They are both a great platform for socialization and a strong contributor to tourism development and economic growth. Iceland Airwaves is Iceland's longest-established music festival, established in 1999. For over a decade, operations have been challenging, as costs are increasing, and received financial support has been limited. This project studies the audience at Iceland Airwaves over a four-year period. Using the K-prototypes clustering algorithm, four distinct audience segments were created. Headliners performing at the festival across this period were assessed, with the objective of evaluating the relationship between the festival lineup and audience composition. The results demonstrate that lineup decisions are reflected in ticket sales, indicating that festival programming could be used to increase attendance by appealing to each segment. Utilizing the four audience segments, this project offers an opportunity to tailor the festival's marketing to each segment, as well as to strengthen appeal to sponsors, who might appreciate access to these distinct groups. Together, these contributions offer Iceland Airwaves data-driven opportunities towards a more stable financial foundation, supporting its own viability, together with the cultural value it brings Iceland.

Author dc:creator

• Ástríður Magnúsdóttir 2001-

Contributors dc:contributor

• Háskólinn í Reykjavík

• Meistaraprófsritgerðir
• Verkfræði
• Rekstrarverkfræði
• Tónlistarhátíðir
• Engineering
• Engineering management
• Music festivals

Language dc:language.iso

en

Handle dc:identifier.uri

https://hdl.handle.net/1946/53871

OAI identifier oai:identifier

oai:skemman.is:1946/53871