Sound Out! Event Marketing and Audience Development for the Battle of the Bands Youth Music Event

Abstract

Sound Out is a fictional youth music event organized by Young Melodies, a charity that works with young people, aged 18–25 years, living in the United Kingdom who are interested in music. This annual event is held every summer during a two-week period. The event starts with a series of smaller music evenings where young people perform for a panel of judges who select a shortlist to perform at the finale event. Knock-out heats lead to a final event with six bands. The challenge is to engage with new and existing audiences from a target demographic in youth-centered venues and with celebrity role models young people connect with. This case study gives students the opportunity to focus on developing practical strategies that can be applied in the marketing of an event to specific target audiences.

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