Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 145-158 |
| Journal | Arts Marketing: an International Journal |
| Volume | 1 |
| Issue number | 2 |
| DOIs | |
| Publication status | Published - 2011 |
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Music Festival Sponsorship: Between Commerce and Carnival. / Anderton, Christopher.
In: Arts Marketing: an International Journal, Vol. 1, No. 2, 2011, p. 145-158.Research output: Contribution to journal › Article
TY - JOUR
T1 - Music Festival Sponsorship: Between Commerce and Carnival
AU - Anderton, Christopher
PY - 2011
Y1 - 2011
N2 - This paper examines the cultural heritage of outdoor rock and pop music festivals in Britain since the mid-1960s, and relates it to developments in, and critiques of, corporate sponsorship in the contemporary music festival sector. Findings – Outdoor rock and pop music festivals were dominated by the ideologies of a ‘countercultural carnivalesque’ from the late 1960s until the mid-1990s. In the 1990s, changes in legislation began a process of professionalization, corporatization, and a reliance on brand sponsorships. Two broad trajectories are identified within the contemporary sector: one is strongly rooted in the heritage of the countercultural carnivalesque, while the other is more overtly commercial.
AB - This paper examines the cultural heritage of outdoor rock and pop music festivals in Britain since the mid-1960s, and relates it to developments in, and critiques of, corporate sponsorship in the contemporary music festival sector. Findings – Outdoor rock and pop music festivals were dominated by the ideologies of a ‘countercultural carnivalesque’ from the late 1960s until the mid-1990s. In the 1990s, changes in legislation began a process of professionalization, corporatization, and a reliance on brand sponsorships. Two broad trajectories are identified within the contemporary sector: one is strongly rooted in the heritage of the countercultural carnivalesque, while the other is more overtly commercial.
U2 - http://dx.doi.org/10.1108/20442081111180368
DO - http://dx.doi.org/10.1108/20442081111180368
M3 - Article
VL - 1
SP - 145
EP - 158
JO - Arts Marketing: an International Journal
JF - Arts Marketing: an International Journal
SN - 2044-2084
IS - 2
ER -