TikTok as an effective promotion tool for music festivals

: a case study on DEICHBRAND

Abstract

This research investigates the effectiveness of TikTok as a promotional tool for music festivals among Generation Z, with an emphasis on the case study DEICHBRAND. The main research question - Is TikTok an effective promotional tool for music festivals? - was underlined by six sub research questions which are addressing TikTok’s impact on festival awareness and attendance among Generation Z, as well as the platforms’ role in impacting festival-related content. In addition, the research investigates the success of DEICHBRAND´s partnership with TikTok and other brands, the impact of influencers and TikTok creators on the festival´s promotion efforts, and DEICHBRAND´s strategic promotion planning on TikTok for 2023. To answer the research questions, a qualitative
approach was conducted with five expert interviews and a video content analysis from the DEICHBRAND festival TikTok account and from five influencers. The findings point out TikTok´s central role in the festival promotion by presenting, for instance, the platform’s distinctive qualities, such as its broad reach potential for Generation Z and engaging livestreaming choices but also DEICHBRAND‘s TikTok strategy.

Date of Award	18 Dec 2023
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)