README for demo-site

• readme.md
• license.md
• project-log.md
• data-management.md
• presentation.md
• white-paper.md
• _config.yml
• index.md

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Project-level Basic Information - Introduction

1. Project Name: The Power of Digital Influence: How Social Media Strategies Have Impacted Coachella
2. Dataset file name(s) and extension(s):
3. Project description/abstract/keywords: The purpose of my project is to draw connections between successful digital marketing strategies and the in-person experience of the Coachella Music Festival in Indio, California— particularly in the last five years. Through scholarly research and a Tik Tok social media analysis, I gathered information to display in an interactive timeline. I also include my social media analysis findings in bar graphs and visuals supporting my topic. My goal is to give insight into what is desired from brand marketers and the typical consumer who attends this festival and preserve my findings for future reference as the festival advances.
4. Author: Eva Price
5. Dates of Data Collection: 2019-2023
6. Date of file creation and updates, and nature of those updates (YYYYMMDD format)

Data Access & Sharing

Fair Use Evaluation Documentation - Everyone Loves Live Music_ A Theory of Performance Institutions.pdf

Methodological and Data-specific Information

I collected my information via Google Scholar and the UO Library. I began by using the key terms, "Coachella", "Experience", "Live", and "Influencer". These key terms brought me to many peer reviewed articles and books on my topic and introduced me to more useful key terms, such as "Brand Quality". I collected my data by using my own TikTok account to see the number of views a variety of hashtags recieved regarding Coachella in the last five years. I organized and displayed that data in an Excel sheet and graph.

Credits and Acknowledgments

I would like to acknowledge my classmates and Professor Burkert for teaching their knowledge and being supportive of our individual projects throughout the course. I also want to express my appreciation for the resources and staff at the Knight Library at the University of Oregon. I am particularly grateful for the work put into research guides on the library website that allowed me to embed the proper formats for accessibility and data management. I recognize that while my privilege to have access to computers and digital devices has been what allowed me to conduct my project, I also hold responsibility for the negative impact they have on the planet. The production process and electricity required to use these devices emit harmful pollutants into the environment, and I acknowledge that I am partially responsible for using these products. Finally, I would like to thank the scholars for their work that I was able to learn from, as well as the creators of Palladio, Excel, and GitHub for making a space I utilized to visually express my research.

Works Cited

Strand, A., & Robertson, M. (2020). AN ATTITUDINAL IMPACTS ANALYSIS OF SOCIAL MEDIA PLATFORMS AND BRAND RELATIONSHIP QUALITY AT MUSIC FESTIVALS. Victoria University. URL

Arnold, G. (2018). Half a Million Strong: Crowds and Power from Woodstock to Coachella. University of Iwoa Press. URL

Bennet, A. (2022). The Bloomsbury Handbook of Popular Music and Youth Culture. Bloomsbury Publishing USA. URL

Coachella. (n.d.). https://www.coachella.com/

Cormany, D. (2015). Journal of Popular Music Studies. Wiley, Coachella Fans, Online and Translocal. URL

Cranny, C. (2020). Dancing in the Desert: A Case Study on the Digital Marketing Techniques of Coachella Valley Music and Arts Festival by. URL

Fusco, K. (2015). Voices from beyond the grave: Virtual Tupac’s live performance at Coachella By. Duke University Press. URL

Gillin, P. (2008). New Media, New Influencers and Implications for the Public Relations Profession. Journal of New Communications Research. URL

Hall, D. (n.d.). 7 Jaw-Dropping Sets From Coachella 2023 Weekend 1: BLACKPINK, Bad Bunny, Blink-182 & More. Grammy Awards. URL

Holt, F. (2020). Everyone Loves Live Music: A Theory of Performance Institutions. University of Chicago Press. URL

Hudson, S. (n.d.). The effects of social media on emotions, brand relationship quality, and word of mouth: An empirical study of music festival attendees. ScienceDirect. URL

Rashidi, W. (2020). In the Shadow of Los Angeles: A Review of Local and Regional Press Coverage of the Inland Empire’s Contemporary Music Scenes. Taylor and Francis. URL

Trisna Jaya, P. G. I., & Teddy Prianthara, I. B. (2018). Role of Social Media Influencers in Tourism Destination Image: How Does Digital Marketing Affect Purchase Intention? Atlantis Press. URL