Communication tools in a musical event

A qualitative research was conducted to better understand the communication process connected with organizing musical festival for mass audience and the tools used to gain successful communication. Based on data collected by an interview with organizers and data found on the festival web site, theory about communication models of PR Smith and tools used in communication process, described by Kotler, were compared. One of the biggest music festivals in Europe – an Hungarian festival: the Sziget – has been chosen to evaluate its communication. The findings show that, in terms of communication model, the company chooses the most appropriate to reach mass audience model. Mass communication model with small modifications seem to be the most appropriate for such a big organization like musical event. Communication tools used in case of a big festival also should concern about reaching mass audience. In order to do that, the tools focussed on more personal communication, such as direct marketing or personal selling can be given up in favour of tools such as advertising, publicity and PR or sales promotion, which give possibility to reach bigger audience in shorter period of time