THE RELATIONAL STRUCTURE OF ORGANIZATIONS COLLABORATING WITH THE FESTIVALS OF MUSIC IN SPAIN

The knowledge of the actors involved in the development of a cultural event is basic for the strategies and the necessary actions to adapt the products and services to the current context, bearing in mind that the organizations develop and consolidate depending on a few aims of marketing. For it, in this work paper there are analyzed the social relations established between the promoters, sponsors, collaborators, mass media and public institutions who are cooperating in the six principal festivals of music celebrated in Spain in 2012, according to his number of assistants, applying a methodology and a few technologies of investigation based on the structural analysis of the relations and of his content. The conclusion is that each of these types of actors has a different aim and strategies. Nevertheless, the relational guidelines of action are similar inside every group, though his aims are different.