Shaping the future of music events in the Maltese Islands : stakeholder perspectives on generation Z attendees

Abstract

This dissertation examines the contemporary Maltese music events sector tailored for Generation Z (Gen Z), incorporating insights from diverse stakeholders such as event planners, artists, venue managers, media platforms, promoters, ticket sellers, and governmental organisations. Through a qualitative study employing semi-structured interviews, including both one-to-one and paired sessions, the research addresses key questions so as to assessing revenue, attendance, and employment opportunities. Thematic analysis uncovers pivotal emerging themes like 'Marketing and Promotion', 'Event Quality and Planning', and 'Technology and Innovation'. It offers critical insights with regards to Gen Z's evolving preferences, emphasising crowd engagement and adaptive strategies. The study also contributes valuable insights for the sector's present and future enhancement, recommending the establishment of distinct brands aligned with various music genres and the integration of technology. This research thus provides a comprehensive understanding of the Maltese music events sector for Gen Z and furnishes actionable insights for immediate practical improvements and future developments. Conducting interviews with selected stakeholders may not have fully captured the views of all those involved in the music events sector, as it might have excluded potentially insightful conclusions from other specific groups or individuals. Acknowledging the limitation of focusing on selected stakeholders highlights the ongoing opportunity for a more inclusive approach. By considering diverse perspectives from various groups and individuals in future research endeavours, we can further enhance our understanding of the dynamic landscape of the music events sector.