Music festivals have become important events for people to experience music collectively and
take a break from their everyday lives. Companies and institutions like to use music festivals
as opportunities for advertising their products and services through sponsorship. Dominik
Nösner examines professional stakeholder's assessments of the market as well as patterns of
existing procedural elements of sponsorship culture factors determining existing communication
and decision-making culture and interrelations between sponsors and audience with emphasis on
university popular music festivals. Building on that he further explores motivational
constructs for popular music festival attendance via a survey study.
