Frequent music festival attendance: festival fandom and career development

Purpose The purpose of the study is to compare features career development and fandom in frequent festival attendance context Finnish music festivals. Design/methodology/approach uses a mixed methods research approach employs two theoretical frameworks: theories fandom. Findings In attendance, both are most clearly present motivation social dimensions. Practical implications Strategically, festivalgoers should be considered as crucial stakeholders, who might mobilize co-creation sense community or brand. Originality/value Music-related has been previously investigated relation artists specific musical genres, but not so much festivals general. Career studies, on other hand, concentrate heavily sports events. There scarcity scrutinizing within same study, part tourism an under-researched area.