From the Physical Stage to the Virtual Realm

Immersive environments as a Communication opportunity for Music Festivals

Authors

DOI:

https://doi.org/10.62161/sauc.v12.6208

Keywords:

Metaverse, Music Festivals, Immersive experience, Digital communication, Technology adoption, Communication strategy, Digital native

Abstract

This study explores the communicative potential of immersive environments as an emerging tool for music festivals seeking to engage digitally native audiences. It examines the extent to which immersive technologies are integrated into festival communications, assesses audience receptiveness, and gathers expert perspectives to identify strategic pathways for implementation. A sequential explanatory mixed-methods design was employed, comprising a survey of 200 young adults, a content analysis of festival websites and Instagram profiles, and in-depth interviews with five industry experts. Meta-inferences were drawn to generate integrated recommendations. The analysis reveals limited integration of immersive technologies into the digital communication strategies of the festivals studied. Although audience familiarity with these platforms remains limited, there is interest in virtual experiences, particularly among more digitally engaged users. Experts identified the metaverse as a viable complementary space for enhancing pre- and post-event engagement, provided that challenges relating to cost, accessibility, and narrative coherence are addressed.

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Published

2026-08-29

How to Cite

Villena-Alarcón, E., Cristófol-Rodríguez, C., & Dominguez-Ortiz, I. (2026). From the Physical Stage to the Virtual Realm: Immersive environments as a Communication opportunity for Music Festivals. Street Art & Urban Creativity, 12(4), 353–369. https://doi.org/10.62161/sauc.v12.6208

Issue

Vol. 12 No. 4 (2026)

Section

Research articles

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