BIG DAY <br />MUSIC FESTIVALS AND TRIBES<br />BY SALLY HROUDA<br />
SUMMER DIARY OF EVENTS<br />
TRIBES<br />Indie<br />Glams<br />vs.<br />Groupie<br />Fluros<br />
MUSIC<br />
“ It’s the best way to spend Australia’s long weekend in Sydney, listening to rock plus a wide range of music from interna...
PLAYGROUND WEEKENDER<br />“You can pack your bags, tent and fancy dress and escape to the country side where you can let l...
“The bigger the crew and the brighter the outfit the better. The music is the bridge to meeting people, seeing things and ...
FUTURE<br />“It’s like a nightclub outside, in the fresh air that takes you on a journey from dusk to dawn, while the elec...
Socialise.<br />      Losing yourself in the music.<br />Become liberated. Escape from the worries of everyday life.<br />...
BRAND BUBBLES<br />i spy with my little eye… <br />I see Coke<br />… I seeLipton<br />Ice Tea… <br />I see Nokia<br />
CAPTURING THE MOMENT<br />
THE JOURNEY<br />Gossip<br />Photos<br />Memories<br />AFTER<br />BEFORE<br />Anticipation<br />Avatar<br />Friends<br />P...
THE FUTURE<br />CONVERSATIONS <br />DRESS UP<br />LENGTH<br />
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Music Festivals & Tribes

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The music scene in Australia has boomed in recent years and can be identified as one of the main contributers to the varied youth tribes that exist today. As youth align themselves with music genres they build their avatar, becoming apart of tribes and communities, which influences their movements.

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  • There’s no denying the summeris the most action packed period of the year. With more festivals sweeping the nation than ever before dance music fans around the country are well and truly spoiled for choice, and we are seeing some of the biggest artists on the worldwide scene visit down under.The bright rays from the sun, creates a summer buzz. You can feel it in the air, water, music and veins...
  • There are music festivals all through the year, but there are a higher proportion group in the summertime.
  • Each style of music has given birth to many different tribes. Each particular festival attracts a certain individual that belongs to a tribe. Youth of today know it, and are proud of it. There are two distinct groups, and several subcultures that have formed. On one side there are is Indie + Groupies, who are more authentic and on the other side there are the Glams + Fluros, who are more superficial. There are...Indie: Emerged since 1980’s- abbreviated independent- indie/- characterised by separation from mainstream( alternate)- music, movie, clothing, other facets of culture. including hippie, emo, grungers, mods, and recently even metal heads Has become a part of mainstream youth culture. You have all seem them- they are the ones with the skinny jeans, with half their face covered by hair. Groupie: They live and breathe the music they dig. They live in the shadows of their music superstars. Their values and minds are influence by the lyrics. Music is more than sweet sounds. Glams: They are like sticky lip gloss, superficial followers. They are at events because it seems cool and are usually drawn to superficial bands, that lack depth.Fluros: They run in packs and are usually jumping up and down making a nuisance.
  • The many varied styles of music include:IndieHeavy Metal RockBluesDJ/DancePop
  • Big Day Out is a renowned annualmusic festival held in several cities in Ausand NZ (originated in Sydney is 1992). There are numerous things going on, such in the large space. You can either enter spend time on the rides of the theme park within or listen to music occurring simultaneously. It has attracted a largerange of artists, including Nirvana, Muse and The Smashing Pumpkins.
  • Playground Weekender is the most exciting new music and camping festival, located in stunning countryside. It is a chance to leave the city and head to the country for an eclectic mix of sounds. It features big-name international artists, the cream of local talent and numerousquirky asides spread over three joyful days. There are many things to take part in throughout the weekend of mayhem, such as the outdoor cinema, cabaret acts, cocktail bars and healing areas, as well as the numerous small grouped music acts.
  • Good Vibes is much more younger-youth orientated, with the music in the shadows of the desire to lose oneself and meet others. There is strong mainstream dance and DJs selected.
  • Future is an Australian electronic music festival. Kids dance all day to artists such as Roger Sanchez, Fatboy Slim and Basement Jaxx.
  • A festival pivots around multiple experiences that weave in and out of a full and hectic day. These include:Socialise: get out there and meet people. Loose yourself in the music: the music runs through your veins, brings the best out in you through a wild form of expression.Escape from the worries of everyday life: youth are either weighed down by uni pressures or worries about the future. It is place that is free from pressure and worries. Change character, by transforming into anyone you want to be: No on knows you. Some people say the sky is the limit- well a festival is too- for a small time you can become who you want without judgement.Finally Belong: With thousands of like minded people around you, you become united, feel a sense of belonging to a larger tribe- feeling empowered and proud!
  • At festivals you move from place to place, moving through band areas – or brand bubbles. Brands that create their own bubble within festivals facilitate MOMENTS experienced by youth. There is an opportunity for brands to create their own brand bubbles that traps their audience, having a powerful influence on their thoughts, perceptions and behaviour.
  • A festival it not just about the day itself, but there has been an increasing importance on capturing the moment, ensuring that everyone sees what shenanigans you where about of and making the memory stay alive. Through taking photos and filing one is able to build their avatar, build an online identity through social networking sites, that allows those become apart of specific tribes.
  • Festivals are more than the day itself. It is the journey you take before, before you get there and then far after, when you have had the chance to look back and reminisce the favourite moments and highs.BeforeAnticipation: ExcitementAvatar: Getting ready- dress, styleFriends: getting the right group together to reach the ultimate funPre-Drinks: the build upAfterGossip: what was the scandal Photos: who looked hot and notMemories: Music, moments, ppl, feeling, vibe
  • Dress Up: Festivals have tapped into the insight that youth are chameleons- they enjoy changing direction constantly, changing who they are,where they are going and who they are going with. Length:Credible festivals that are built on strong foundations (love of music, values- freedom), obtaining a strong following will increase theirduration. The most popular festival of 2009- Playground Weekender will increase from 3 to 4 days in 2010. Conversation: Great music festivals are true right down to their essence/behaviour. Like music, they don’t push themselves upon their audience.They rely on positive reactions, which are followed by whispers, blogs, forums- evolve into many conversations . This supports the stat that 78%of consumers trust peer recommendations.
  • Music Festivals & Tribes

    1. 1. BIG DAY <br />MUSIC FESTIVALS AND TRIBES<br />BY SALLY HROUDA<br />
    2. 2. SUMMER DIARY OF EVENTS<br />
    3. 3. TRIBES<br />Indie<br />Glams<br />vs.<br />Groupie<br />Fluros<br />
    4. 4. MUSIC<br />
    5. 5. “ It’s the best way to spend Australia’s long weekend in Sydney, listening to rock plus a wide range of music from international and local acts”<br />BIG DAY OUT<br />
    6. 6. PLAYGROUND WEEKENDER<br />“You can pack your bags, tent and fancy dress and escape to the country side where you can let loose, get deep into the music, watch a movie under the stars, or bust a move”<br />
    7. 7. “The bigger the crew and the brighter the outfit the better. The music is the bridge to meeting people, seeing things and being seen”<br />GOOD VIBES<br />
    8. 8. FUTURE<br />“It’s like a nightclub outside, in the fresh air that takes you on a journey from dusk to dawn, while the electronic beats run through your veins”<br />
    9. 9. Socialise.<br /> Losing yourself in the music.<br />Become liberated. Escape from the worries of everyday life.<br /> Change character by transforming into anyone you want to be.<br /> Finally belong- and not being left behind.<br />THE EXPERIENCE<br />
    10. 10. BRAND BUBBLES<br />i spy with my little eye… <br />I see Coke<br />… I seeLipton<br />Ice Tea… <br />I see Nokia<br />
    11. 11. CAPTURING THE MOMENT<br />
    12. 12. THE JOURNEY<br />Gossip<br />Photos<br />Memories<br />AFTER<br />BEFORE<br />Anticipation<br />Avatar<br />Friends<br />Pre-Drinks<br />
    13. 13. THE FUTURE<br />CONVERSATIONS <br />DRESS UP<br />LENGTH<br />

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