From the Physical Stage to the Virtual Realm
The Metaverse as a Communicative Opportunity for Music Festivals
DOI:
https://doi.org/10.62161/sauc.v12.6208Keywords:
Metaverse, Music Festivals, Inmersive Experience, Digital Communication, Technology adoption, Communication Strategy, Digital NativeAbstract
Este estudio explora el potencial comunicativo del metaverso como herramienta emergente para que los festivales de música atraigan a un público nativo digital. Su objetivo es analizar el grado de integración de las tecnologías inmersivas en las comunicaciones de los festivales, la receptividad del público y las opiniones de los expertos para proponer vías estratégicas de implementación.
Se empleó un diseño secuencial explicativo de métodos mixtos, que incluyó una encuesta a 200 adultos jóvenes, un análisis de contenido de los sitios web y perfiles de Instagram de los festivales, y entrevistas en profundidad a cinco expertos del sector.
El análisis revela una falta de integración de la tecnología inmersiva en las estrategias de comunicación digital de los festivales estudiados. Los expertos identificaron el metaverso como un espacio complementario viable que puede mejorar la participación antes y después del evento, siempre que se aborden los retos de coste, accesibilidad y coherencia
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