Leah Griffin, Perri Kylow, Zachary Kirchin, Blair Ellis, Jared Wicker, Gabriel Reynolds

What We Wanted to Find Out

Research Question:

What is the best way to promote local live music events to UNC-CH students?

Why We Developed our Research Question

• To increase student awareness of local music events.

• To see which promotional techniques most influence students' decision to attend these events.

Why We Developed our Research Question (cont.)

• To see how social media is used to boost awareness of local music events.

• To learn how it can be used more effectively in the future.

How We Answered our Research Question

• 12 question survey

• Social Media:o Twitter o Facebooko UNC list servs

• Organizations:o Resound Magazineo Carolina Creates Music

Structure of Survey - Part 1

First part: Focused on individual's involvement in music

• motivations for attending events• sources • frequency in attending events

Structure of Survey - Part 2

Second part: Specific to the last music event an individual attended

• venue attended• primary reason for attending event

o Online Sources- i.e. Facebook events, becoming a "fan" of an artist", venue website

o Traditional Sources- i.e. DTH, flyers, word of mouth

ResultsWhat type of live local music events do

you Most often attend?• 61% - Concert or Show• 22% - Local Bar with Live Music• 16% - Fundraiser or Charity Event

How Frequently do you attend these?• 2.56 - Concert or Show• 2.66 - Local Bar with live Music• 2.24 Fundraiser or Charity Event

Results (cont.) What motivated you to attend these live,

local music events?

• 4.27 – Artist Performing

• 3.09 – Venue Environment and Atmosphere

Results (cont.)How do you become aware of local

shows and events?

Results (cont.) Which source do you most frequently use

to find out about these shows?

• 45% - Facebook• 22% - Word-of-Mouth• 5% - Venue website and calendar• 5% - Twitter

Results (cont.)Which sources have actually led you to attend a live music event or show in the Chapel Hill area in the past six months?

• 78% - Facebook• 73% - Word of mouth• 37% - Venue Website• 33% - Twitter• 23% - Daily Tar Heel• 22% - Flyers

Results (cont.) What venue did you LAST attend in the

area for a live music show or event?

Results (cont.) Did you find out about the LAST event you attended

online? How?• 20% - Invited to an event on Facebook• 20% - I found out from the venue's website• 4% - I found out through a friend on Facebook

If you did not find out about the LAST event you attended online, then what form of traditional media led you to find out about the event?• 42% - Word-of-mouth• 5% - Daily tarheel

Takeaways 1. Online promotion dominates and is (generally) a

more useful and effective means of promoting live local music events than non-online promotion.

2. Creating or taking advantage of culture (whether music or college) is the most reliable method of ensuring event attendance and awareness.

3. We can view social media as the online “word-of-mouth.”

Takeaways (cont.)1. Online promotion dominates and is (generally) a

more useful and effective means of promoting live local music events than non-online promotion.

2. Creating or taking advantage of culture (whether music or college) is the most reliable method of ensuring event attendance and awareness.

3. We can view social media as the online “word-of-mouth.”

ApplicationsThough this survey was conducted at the

University of North Carolina at Chapel Hill, it is our belief that it applies to other college campuses.

Take advantage of the close proximity of college students to one another, and existing campus organizations and groups.

Applications (cont.)

• We recommend connecting the local music culture with the college campus culture.

• Promote the artist not the venue.

Thank you!

If you are interested in more information about our findings and how they can help your musical group or organization, feel free to contact The Chief Ordinals.