“Pierced to the Marrow” : Audience Experience of Live and Digital Music Concerts: Nostalgic and Retrospective Approach
Urhonen, Janna (2025)
2025
Kauppatieteiden maisteriohjelma - Master's Programme in Business Studies
Johtamisen ja talouden tiedekunta - Faculty of Management and Business
This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Hyväksymispäivämäärä
2025-04-23
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:tuni-202504223934
https://urn.fi/URN:NBN:fi:tuni-202504223934
Tiivistelmä
Experiences are widely recognised as a powerful part of consumers’ lives, society, and the economy. Thus, it is necessary for businesses to differentiate by providing experiences that are influential and long-lasting. These expectations concern live and digital consumption of music and nostalgia as well. Moreover, as nostalgic consumption is favoured particularly at uncertain times, understanding these concepts at the current world situation is relevant.
The objective of this study is to deepen the understanding of audience music consumption experience in the context of live and digital concerts. This study also adopts a retrospective approach to investigate the role of nostalgia. The theoretical basis is composed of existing theory on consumption experience, concert experience, and nostalgia. The theoretical framework is constructed from the applicable theoretical contributions, resulting in five dimensions altogether.
This study was conducted using qualitative methods. A total of ten semi-structured interviews were conducted. The interviews addressed four themes regarding live and digital concerts. The method chosen to analyse the generated data was abductive content analysis. The analysis resulted in the recognition that live and digital concert audience experiences are emotional and engaging, social and personal, physical and sensory, and preserved and revisited. Additionally, nostalgia is identified to have an influential role and a multifaceted nature. The findings provide new insight into the different characteristics of retrospective live and digital concert experiences.
The contribution of this study consists of theory extension, alternative lens and specific context. A deep understanding of live and digital concert experiences supports marketers in the creation of memorable and meaningful events. Future research could delve into further past or a larger demographic segment to expand the established understanding. Finally, digital concerts are considered as recommended research topics in the world of digitalisation and climate crisis.
The objective of this study is to deepen the understanding of audience music consumption experience in the context of live and digital concerts. This study also adopts a retrospective approach to investigate the role of nostalgia. The theoretical basis is composed of existing theory on consumption experience, concert experience, and nostalgia. The theoretical framework is constructed from the applicable theoretical contributions, resulting in five dimensions altogether.
This study was conducted using qualitative methods. A total of ten semi-structured interviews were conducted. The interviews addressed four themes regarding live and digital concerts. The method chosen to analyse the generated data was abductive content analysis. The analysis resulted in the recognition that live and digital concert audience experiences are emotional and engaging, social and personal, physical and sensory, and preserved and revisited. Additionally, nostalgia is identified to have an influential role and a multifaceted nature. The findings provide new insight into the different characteristics of retrospective live and digital concert experiences.
The contribution of this study consists of theory extension, alternative lens and specific context. A deep understanding of live and digital concert experiences supports marketers in the creation of memorable and meaningful events. Future research could delve into further past or a larger demographic segment to expand the established understanding. Finally, digital concerts are considered as recommended research topics in the world of digitalisation and climate crisis.