A Mega Hits e a comunicação digital dos festivais de música de verão

Abstract

The aim of this report is to understand how radio stations use their social media pages to attract the attention of their followers to the music festivals it supports. The focus of the analysis is Mega Hits radio, a station aimed at a young audience which, over the years, has been a partner of various music festivals aimed at young people. In the research’s initial phase, the three fundamental areas that govern the study are theoretically explored: the radio medium, the social networks, and music festivals. In the second phase, this investigation followed an empirical research, based on an internship carried out in the Mega Hit’s production department of. At this stage, the research proceeds to in depth study of the two of the festivals supported by the station - Sumol Summer Fest and Super Bock Super Rock - describing its target audience, its growth and its latest edition, in the 2023’s edition (the year in focus of this research). Mega Hits' objectives in collaborating with the festival’s organization and its coverage of the two events will also be explored, as well as the content shared on the station’s Instagram and TikTok accounts regarding the promotion of the two mentioned festivals. The present work also contemplated a series of interviews with its various members of the Mega Hits team, as well as with the main organiser of the two selected festivals. In this way, the study’s goal sought to understand whether Instagram and TikTok play a fundamental role in the communication of music festivals, with their promotion having the objective of increasing the number of attendees at the events. This research has shown that the digital content shared by Mega Hits on its social networks follows similar strategies and uses language aligned with the one that is used by its target audience and with the supported festival audience’s philosophy. Besides the fact thats social media allow the radio station to show to those who aren't present at the festivals everything that is happening there, they also share exclusive content such as backstage footage, which not even the participants have access to.

Date of Award	16 Jul 2024
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Curvelo (Supervisor)