MaMA19 - Portugal

2. António Guimarães
AMG Music - General Director
Álvaro Covões
Everything Is New – Managing Director
Hélio Morais
HAUS – Founder & PAUS – Musician
Modérator
Helena Morna. HM
PRODUCTION. Journalist
#heliomoraiss
Ricardo Bramão
APORFEST – Director
João Gil
Portugal Muito Maior – Coordinator

4. WHO WE ARE?
Our history begins in 2014 (in reality in 2011)
We verified a need
560 members (festivals and stakeholders of festivals area)
Work all the year (everytime available)
Services (e.g. legal support; consultancy; networking; academy)
No Lobbies, no competition, only cooperation (Handycap vs. Confidence)
2016
2015

5. X-RAY: TYPOLOGY
2015
210
2016
249
2017
272
2018
311
2019
266
NUMBER OF FESTIVALS
% FESTIVALS THAT CEASE TO OCCUR
> 2.7 MILLION AUDIENCE
• 39 NEW FESTIVALS
• 21 FESTIVALS WITH NAMING SPONSOR
• 97 MUNICIPALITY NAMING
• 3 CANCELED FESTIVALS
• CAMPING DECREASING
2016
2015
28%
14%
15%
7%
0%
5%
10%
15%
20%
25%
30%
2015 2016 2017 2018
FACTS

6. X-RAY: TYPOLOGY
FESTIVALS SOLD OUT IN 2018 (1 OR MORE DAYS) AVERAGE
2015
Tickets – 14€ (daily) / 33€ (full access)
Hours of Music – 21
Number of concerts / dj sets - 15

7. X-RAY: TYPOLOGY
TOP 10 FESTIVALS
Ranking Name Audience
(total)
Days Entrance Position
2017
1º Rock in Rio 280000 4 Pay N/A
2º Nos Alive 165000 3 Pay Equal
3º Meo Sudoeste 147000 5 Pay Down
4º Vodafone Paredes de Coura 100000 4 Pay Down
5º Meo Marés Vivas 100000 3 Pay Up
Nos Primavera Sound 100000 3 Pay Up
7º RFM Somnii 100000 3 Pay Down
8º FMM Sines 100000 10 Mixed Down
9º O Sol da Caparica 75000 4 Pay Equal
10º Outjazz 70000 26 Free Up

8. A. FESTIVAL-GOER PROFILE
B. TICKETS TYPOLOGY
C. GENERAL ANALYSIS (AT THE FESTIVAL)
D. MUSIC FESTIVALS IN GENERAL
E. FESTIVALS OF PREFERENCE
F. COMMUNICATION AT FESTIVALS
G. BRANDS
H. PREFERENCES OF CONSUME
I. CONCLUSIONS
J. STUDY ANALYSIS POINTS

9. A | FESTIVAL-GOER PROFILE
38%
49%
11%
Student Employed
Unemployed
84%
12%
4%
Single In a relationship Married
AGE STAGE
[19-24] 35% (27%)
[25-30] 21% (24%)
[31-36] 15% (20%)
[37-42] 14% (19%)
[43-65] 4% (3%)
ACADEMIC DEGREE OCCUPATIONCIVIL STATUS
2017: 69%
2018: 53%
2017: 31%
2018: 47 %
2017: 0,7%
2018: 0,8%
13%
32%
25%
0%
10%
20%
30%
40%
50%

10. 500€ - 999€ 42%
0€ - 499€ 27%
1000€ - 1499€ 15%
+ 1500€ 8%
NS/NR 8%
MONTHLY AVERAGE
INCOME
Lisboa e Vale do
Tejo
45%
Porto e Norte 24%
Centro 20%
Algarve 4%
Açores 4%
Madeira 3%
MAIN RESIDENCE
92%
NACIONALITY
A | FESTIVAL-GOER PROFILE
8%
23%
27%
19%
4%
19%
1 2 3 4 5 6
FESTIVALS ATTENDED

11. MUSIC STYLE
Hip-Hop 11%
Electronic 9%
Jazz 9%
2017 2018
Indie 12%
Pop 8%
Jazz 6%
Music 76%
To be with friends 9%
Environment 8%
Family / Kids 7%
I WILL GO BECAUSE…
A | FESTIVAL-GOER PROFILE
Rock
28%
Electronic
23%
Hip-hop
18%
Rock
24%
Indie
24%
Pop
19%

12. B | TICKETS TYPOLOGYTYPE
15% 15%
8%
50%
12%
Invite Daily Contest Pass Pass (Early
Bird)
0%
10%
20%
30%
40%
50%
60%
54%42%
4%
Suitable High Low
PRICE WHEN I BUY?
< 1 week 14%
< 1 month 10%
< 3 months 6%
< 6 months before 15%
< 1 Year 22%
When the first news are
announced
32%
15%
79%
6%
Yes No N/A
PACKAGES

13. C | GENERAL ANALYSIS (AT THE FESTIVAL)
12%
50%
12%
15%
11%
0%
10%
20%
30%
40%
50%
60%
0-10€
10-20€
20-30€
30-40€
>40€
MONEY SPENT AT THE VENUE (DAILY) WHERE DOES THE FESTIVAL-GOER
SPEND THE MONEY?
43%
40%
15%
1% 1%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%

14. C | GENERAL ANALYSIS (AT THE FESTIVAL)
FESTIVAL PARTICIPATION
20%
61%
16%
3%
0%
10%
20%
30%
40%
50%
60%
70%
Alone With friends With family Other
MAIN REASON FOR PARTICIPATION
IN A FESTIVAL
58%23%
19%
Line-Up Music Style Location

15. 4%
45%
25%
2%
4%
6%
12%
2%
0% 10% 20% 30% 40% 50%
Posters / Leaflets /
Muppies
Social Media
Festival website
Radio
Through friends
Printed or online
magazines/newspapers
Specialized Sites
TV
WHERE MOST EASILY FOUND
FESTIVAL INFORMATION
Across platforms
(e.g.AirBnb)
18%
Hostel 4%
Hotel 20%
Friends house/family 13%
Camping (festival) 32%
N/A 10%
ACCOMMODATION USED
OVERNIGHT AT THE FESTIVAL
69% MAKE ANOTHER
ACTIVITIES, FOCUSING
IN TOURISTIC TOURS AND
CULTURE (ATTACHED TO
HERITAGE)
DIGITAL PREDOMINANCE
HOUR OF FESTIVAL ENTRANCE
61% | 17H E AS 19H
HOUR OF FESTIVAL LEFT
MAJOR FLOW| 2H E 4H
TIME > OF PERMANENCE
C | GENERAL ANALYSIS (AT THE FESTIVAL)

16. D | MUSIC FESTIVALS IN GENERAL
WHAT IS MOST VALUED?
EMOTIONS FELT
96% Securities positive attitude
81% Music
77% Feeling of well being
73% Service provided by staff
58% Feeling of security/trust
54% Logistic conditions
54% Environment/interaction created between audience/band
50% Transport and parking
46% Venue organization
46% Schedule compliance
42% Information
42% Environmental concern (cleaning/recycling)
38% Tickets price
38% Hability of the organization to respond to any upsets
38% Localition
31% Food
31% Date of occurence
31% Weather
23% Social responsability
23% Parallel activities
19% Involvement of the festival with its locality
12% Venue decoration
JOY
FREEDOM
EXCITEMENT
SATISFACTION
(+)
WHAT CAN BE IMPROVED?
50% Infrastructures
50% Tickets price
46% Social responsability
46% Cleaning, rubbish and recycling
43% Scheduce compliance
41% Mobile phones charging stations
35% Security/trust feeling
35% Transport and parking
31% Food
27% Wi-fi
19% Venue organization
15% Parallel activities
12% Festival Decoration
8% Brand Activation

17. PAYMENTS INSIDE
THE VENUE
66% MONEY
21% DEBIT/CREDIT CARD
13% CASHLESS/TOKEN
D | MUSIC FESTIVALS IN GENERAL

18. FESTIVAL I WENT IN 2018
30%
25%
22%
10%
6%
54% have been to a festival
abroad
83% intends to go to a festival
abroad
85% of the festival-goers have
positive opinion of the music
festivals in Portugal
22%
31%
15%
8%
8%
FESTIVAL TO GO IN 2019
E | FESTIVALS OF PREFERENCE

19. FESTIVAL OF PREFERENCE
PARTICIPATION
HOW DO YOU RATE
THE FESTIVAL?
E | FESTIVALS OF PREFERENCE
15%
73%
8%
4%
Unique character Line-Up Choice of friends Festival visibility
8%
58%
35%
Level 4 Level 5 Level 6

20. F | COMMUNICATION AT FESTIVALS
HOW COMMUNICATE
WITH OTHERS
#HASHTAGSSOCIAL NETWORKS
USED
Call 46 %
SMS 27%
Social network chat 23%
N/A 4%
58%
35%
54%46%
Yes No
Other 7%
OBJECTIVE #
+ INFO
COMPLETE
EXPERIENCE
KNOW WHAT HAPPENS
ON THE VENUE

21. F | COMMUNICATION AT FESTIVALS
SOCIAL MEDIA SHARE
81%
19%
Yes No
54%
46%
10%
37%
Level 2 Level 3 Level 4 Level 5
MOBILE APP USE SATISFACTION OFFICIAL MOBILE APP USE
0%
10%
20%
30%
40%
50%
60%
Yes No
• Know what’s going on 35%
• Complete experience 33%
• Obtain informations 22%
• Likes 8%
• To find friends 1%
• To meet new people 1%

22. G | BRANDS
MOST RECORDED IN 2018
4%
4%
21%
18%
12%
13%
Brewery
Telecommunications
Telecommunications
Brewery Telecommunications
Energy
THEIR PRESENCE...
38%
35%
12%
15%
Improve the
festival
Indifferent Worsens the
festival
Doesn't feel the
presence
VISIT THE STANDS AT THE FESTIVALS
31%
69%
Yes No

23. H | PREFERENCES OF CONSUME
WHAT TYPE OF DRINK
CONSUME AT THE
FESTIVALS?
WHAT TYPE OF FOOD
CONSUME AT THE
FESTIVALS?
35%
29%
5%
10%
15%
2%
5%
Water Beer Wine Cider
Soft drinks N/A Cocktails
40%
7%
11%
20%
7%
11%
2% 2%
Pizza & Burguer Sweets & Desserts Internacional
Portuguese Vegetarian Wrap
Sandwich Fast food

24. SIX PROFILE TYPES
a) Major festivals vs. Medium-Sized and Small festivals
b) Youth Festival-goers vs. “Non so Youth” Festival-goers
c) Mainstream/Mediatic vs. Non-mediatic
THINGS CHANGE FAST
Festival-goers with new concerns (e.g. sustainability, IT, gender equality) and
expectations
DIGITALIZATION (ACCEPTANCE)
About: Payments, verify information (…)
J | CONCLUSIONS

25. METHODOLOGY
Online Platform (distanced in the time of festivals in order to reduce the incidence of
recency)
ANSWERS
946 (answers in Q4 2018 and Q1 2019)
Mostly portuguese
FUTURE
Become a presential application study in a cross-sectional and valid form
Compare data between the 6 types of festival-goers
Check Trendes (Portugal vs. another countries) (2016 and 2019 again)
Economic Impact (2019)
New items (e.g. purchase – online; offline; on site) (2019)
J | STUDY ANALYSIS POINTS

26. www.aporfest.pt
aporfest@aporfest.pt