CHALLENGING THE CLASSICAL CONCEPTS: NEW TRENDS AND INSIGHTS OF MUSIC EVENTS

Purpose - The paper aims to explore the trends in creative forms of classical and jazz events by examining the viewpoints of event managers, performers, and listeners. Considering the importance of music in tourism and the development of music festivals, new trends are investigated to provide insights to foster the further growth of live music program creativity. Methodology - The paper provides an overview of the different shareholders involved in new forms of small-scale music concerts. Due to the increasing importance of experience and sensory satisfaction, events that underline and/or are limited to one sense during the performance were analyzed. First, a semi-structured in-depth interview was used to determine new trends in music concerts from the managerial point of view. The organizers from three different concerts were chosen. Second, to determine the particular experience of the performers, the musicians involved in these innovative concert events were interviewed. Finally, a structured in-depth interview was applied for investigating the perceived sensory experience, satisfaction and intention to return for the listeners of such music events. Findings - Although the sensory theory recommends the usage of all senses to increase the consumer experience, research results indicate greater pleasure of the perceived music experience if the sensory input is limited for listeners. On the other hand, the performers underlined their discomfort of playing in such ambient conditions due to the lack of interaction with the audience. The event managers find that changes in sensory input as a form of service innovation can drive consumer behavior, while having an increased positive impact on the event. Contribution - The overview of different new forms of music events represents an important indication of how the service concept in the field of sensory marketing can be delivered and modified in the field of live music concerts. The obtained results point out the importance of reviving the perception and experience of music during concerts, and also shed new light on the important interaction between managers, performers, and listeners.