Festivals Essay - 3916 Words

[pic] [pic] Jacqueline Calvo, BBus, CQU. ABSTRACT: Cultural industries implies a ‘massification’ of culture and entertainment, as such, festivals are found to be a cultural industry, involving large numbers of people working in organisation, administration, promotion, marketing, and the creative and performing arts. Festivals come in different forms including agricultural, cultural, historical, horticultural, and arts festivals to specific audiences and sub-cultures (fringe festivals). Culture is about, and has been used to shape and to govern, identity; therefore as Australia is a multicultural country rich with a complex migrant history. Australia’s identity, as such, is demonstrated as festivals are perceived to be a vehicle for†¦show more content†¦This is demonstrated as festivals and the arts activities are perceived to be a vehicle for ‘re-imaging’ cities, playing a major role in the contemporary marketing of Australian cities as national and global destination, for example, Sydneyâ₠¬â„¢s annual Mardi Gras festival is considered to have an international following as people come from all different parts of the world to participate (Cryle n.d.). As Bennet and Carter (2001, p. 5) point out, Australian culture is itself an international culture, just as Australia is, in many fields, a culture exporting nation. Gibson (2001); and Trotter (in eds. Bennet and Carter 2001 p. 4) states that above all, culture is about, and has been used to shape and to govern, identity; also Community-based arts, festivals and cultural programs could be seen as a valuable way of exploring our Australian identity and developing a way to bring about diversity and harmony within and between cultures. Across the nation, festivals thrive, from national events (i.e. Australia Day and Anzac Day), major capital city events (i.e. The Sydney Royal Easter Show, The Adelaide Arts Festival) to street fairs in the smallest rural towns (i.e. Morpeth Jazz Festival, The Woodford Folk Festival). From festivals celebrating ‘gay’ and ‘lesbian’ lifestyles to those that praise multiculturalism or rural life, barely a weekend passes in this drought-stricken land and islandShow MoreRelatedEssay Woody Point Music Festival Case Study2089 Words   |  9 Pagesï » ¿Woody Point Festival Case Analysis Introduction With its inception in 2004, the Writers at Woody Point Festival have become an ever increasingly popular annual literature festival for Newfoundland’s west coast. The festival has grown each year and has now reached the point where council believes a formal marketing strategy and plan is necessary for the festivals short and long term economic sustainability in the ever-increasingly competitive literature festival market. To create the marketingRead MoreMarketing Mix Future Music Festival Essay1986 Words   |  8 Pagesmusic festival as well as what the business is focusing on in the market place today. 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