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.
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.
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)
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
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/