With the globalization of music, we have seen the explosion of the “festivalization” of events. But what is festivalization?

Festivalization is a profound event trend, largely fueled by the audience’s desire to be immersed in a multi-dimensional world of experiences over ownership. This movement has even infiltrated the events industry, reinvigorating attendee bases and attracting millennial prospects who look for experiences, emotion and connections in the creative industries. It’s not just about music anymore!

Midem Music Pulse helps you understand the main challenges and key trends shaping the future of the international music business