And if the music is good, you dance!

The 24-hour economy.  A concept that everyone is familiar with but no one knows exactly what it means. Actually, everybody knows what it means. We know it’s a trend that goes on forever and in the end it will exhaust everybody because it’s a 24/7 ongoing life. They are busy with work, family, household, study and with each other. Especially the last one is the point where most people get stuck on. By the curiosity that people have for one another they invented social platforms like Facebook, Twitter and Instagram. People want to stay informed, up to date and connected .

A counter trend
As a counter reaction people want to escape the 24-hour economy. A counter trend that arises is a consciously search for personal or real contact. They want personal contact with each other, a day with fun, go to the sauna, to the beach or to a festival. Why are festivals so popular? People have the need to escape from the reality. For one day you can do anything God has forbidden. You have no commitments and you can enjoy the sun, happy people and socializing. A festival creates solidarity inside the population. You can enjoy the sound and music several days a year, taste the atmosphere and the feeling only a festival can give you. All this together with other music lovers trying to escape reality.

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At a festival there is a positive vibe and people are visiting festivals for years now. Even in such large sizes that within the festival scene a new trend has arise, the intimate festival, a micro trend that is now coming to new heights . These small-scale festivals are so popular because it gives people an even more special feeling. Everybody wants to know everything about each other and because everyone is being sucked into the busy moments of normal life they want something unique. When people go to a small festival everybody comes closer to each other.

Trend pyramid
The mega-trend in trend pyramid is leisure, because of their busy life’s people need to have free time to have personal contact together with good music and a total experience. The meso-trend is an immersive experience. Nowadays people want something really unique and the small-scale festivals are the out come of the micro-trend (Marion, T., 2007)

Still crowded
According to research – by the Association of Event-Makers – the number of festival for the first 20 years will not increase. In the past there was a new festival every year and now it is stagnated. (Kouwenhoven, 2013). From my point of view, the micro trend festivals can be placed in the category  “laggers”.  As defined above, the number of festivals isn’t growing anymore but the festivals are still well visited and very crowded with people trying to escape reality.

What is your escape?

 

@Larissa van der Tang

 

Sources

Kouwenhoven, R. (2013). Voor het eerst in twintig jaar neemt aantal festivals Nederland niet toe. nrc.nl. Retrieved  16 September 2016, from http://www.nrc.nl/nieuws/2013/08/16/voor-het-eerst-in-twintig-jaar-neemt-aantal-festivals-nederland-niet-toe/

Marion, T. van. (2007). Microtrends van nu. Retrieved  16 September 2016, from https://5trendwatcher.wordpress.com/2007/09/25/microtrends-van-nu-2/

Kamer, G. (2013). Intiem en klein, dat is de trend dit festival seizoen. Retrieved  16 September 2016, from http://www.volkskrant.nl/muziek/intiem-en-klein-dat-is-de-trend-dit-festivalseizoen~a3441585/

 

 

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3 thoughts on “And if the music is good, you dance!

  1. Interesting read, you raised some valid points. Being an avid festival goer myself, I can completely agree with what you mentioned throughout the article. Personally, festivals, travelling, reading and video gaming are some of the many things I choose to do when forgetting the stresses of everyday life. Environments like festivals give me a sense of tranquility, where I don’t need to think of anything other than enjoying myself and spending time with people.

    I believe escapism (such as festivals) is a result of the pressure that comes from the challenges we face everyday (this could be considered as the mega trend). This could be anything from family issues, work deadlines or a recession. I also believe the trend of attending festivals will always remain its popularity due to the booming music industry. Personally, I think that people will always have a desire for some sort of escape, whatever it may be.

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  2. What is your escape?

    In your article you often mention ‘wanting to escape reality’. I find this term interesting since I don’t think that is what is actually going on.

    Nowadays people search for happiness in all kinds of places. Festivals, alcohol, parties, ‘doing anything that god has forbidden’. This shows that they look for it outside of themselves. When if we don’t start with ourselves how will we ever achieve happiness? I think we must first look within. We must learn how to make ourselves happy with nothing. To name a quote by RuPaul “If you don’t love yourself how in the hell can you love somebody else?”.

    The reality we live in as you call it ‘where everyone is being sucked into the busy moments of normal life’ is a life were we are not satisfied. We do not get joy out of these busy moments and we do not get joy out of the 24/7 economy. So it’s very logical for people to turn to festivals and things where they can be taking away this reality. But in the end they still end up back at their jobs or study. Right where they started. So what’s a real solution? I think it’s actually the opposite of escaping. It’s connecting with reality, with the world, the mother earth, ourselves. Appreciate the moment you are in right now. Be aware of it.

    This is from my personal experiences and it has given me a real sense of joy and understanding of the world. Of course it might not be the solution for everyone and I’m not saying festivals are wrong. I’m just saying that some people are going for the wrong reason. The reason what you mention in your article. To escape.

    Written by: Janaki van Os

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  3. Interesting topic, by reading this I realize the connection with our 24 hours economy and the festivals these days.

    The escape-seeking dichotomy and the push-pull factors conceptual frameworks were used to identify motives which stimulated visitors to go to events at a festival. These two frameworks were used to guide the development of an instrument to measure motives. The sample participated in events that were classified into one of five categories. The extent to which the perceived relevance of motives changed across different types of events was assessed. Six motive domains emerged: cultural exploration, novelty/regression, recover equilibrium, known group socialization, external interaction/socialization, and gregariousness. These were broadly consistent with the guiding push factors framework and confirmed the utility of the escape-seeking dichotomy(J. Crompton, 1995).

    The festivals are these days more like a way out of all the circumstances were into. But after all, the festivals are not that relaxing at all. The brain needs to have a break sometimes when we all work that much. A festival will not give you that break you’ll need. The festival can be a way out of not thinking about it. But after all, you will be moving it forward to think about it after it.

    References:
    J. Comptomn(November 1995) Motives of visitors attending festival events. Retrieved on 20-10-2017, on ScienceDirect: http://www.sciencedirect.com/science/article/pii/S0160738397800102

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