Music Event in Australia

This report describes the background and purpose of a music event in Australia, along with analyzing the target market and demographics through SWOT analysis.

Event Concept Business Pitch

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................3
BACKGROUND.............................................................................................................................3
PURPOSE........................................................................................................................................3
TARGET MARKET AND DEMOGRAPHICS.............................................................................3
SWOT analysis................................................................................................................................4
REFERENCES................................................................................................................................5

INTRODUCTION
Music event is basically a community event whose orientation is towards the live
performances of instrument playing and singing which can be presented with theme (such as
jazz, blues, classical, folk music etc.) or without theme. Music events in Australia are the
unforgettable experiences which is organized in the easy going atmospheres. Every year, there is
one or the other fantastic music event organized in Australia in some or the other picture-perfect
location (Black and et.al., 2020). The report will describe the background and purpose of a music
event in Australia along with analysing the target market and demographics which will be
evaluated by the SWOT analysis.
BACKGROUND
The people of Australia are fond of music which makes Australia the sixth largest in the
world in terms of overall revenues and the seventh largest in terms of digital sales. There are
various types of event related to music which are organized in Australia such as Live Music
sector, Recorded and Digital Music and many more (Event Planning and Promotion, 2019). All
the types contribute towards the success of the country.
PURPOSE
The main purpose of the report is to plan a music event in Australia by analysing the internal
factors of the country which can be done by using the SWOT analysis through which the
Strengths, Weaknesses, Opportunities and Threats can be evaluated which are required to
organize a music event in the country. There is a need to strengthen the Australian music now
and in the future. The country needs to improve the cultural terms of trade in the music sector
along with maintain employment for musicians.
TARGET MARKET AND DEMOGRAPHICS
The music and entertainment industries is rocking through the online streaming and piracy
since two decades, among all the events the live music events are doing a greater business than
the other festivals. In order to choose the target market, the organizer must analyse the audience
in the last concerts. The experience shows that the event must be targeted to the young adults and
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the teenagers who have been grown up in the entertainment age on tap. They must keep the event
new and exciting which can become key to success. They much target those people who are
festival goers and the hard-core fans who attends any type of festival 2-3 times in a year
(Higgins-Desbiolles, 2018). They must not stick to single market, range of target markets must
be chosen. The event organisers can appeal to the demographic of hard core festival goers
through various highly targeted events.
SWOT analysis
Strengths:
 Completely new theme and idea which has not been done before.
 The team is experienced and motivated with success records.
 The social media following is powerful.
 The financial plan indicating the potential for healthy revenue.
Weaknesses:
 Lack of funding.
 Lack of technology which is the main demand of the audience.
Opportunities:
 Large population of teenagers and the hard core festival goers.
 Perfect timing when the teenagers are free from stress.
 Not a single event was done before on this theme which can attract the festival goers.
Threats:
 Bad weather derailing the music event.
 Competition from other events.
 Limited sponsors to cover the cost.
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REFERENCES
Books and Journals
Black, E. and et.al., 2020. Toxicological analysis of serious drug-related harm among electronic
dance music festival attendees in New South Wales, Australia: A consecutive case
series. Drug and Alcohol Dependence, p.108070.
Higgins-Desbiolles, F., 2018. Event tourism and event imposition: A critical case study from
Kangaroo Island, South Australia. Tourism Management. 64. pp.73-86.
Online
Event Planning and Promotion, 2019. [ONLINE] Available through :<
https://www.eventbrite.com.au/blog/event-swot-analysis-ds00/>
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