Strawberry Fields Music Event: A Comprehensive Report and Analysis

This report provides a comprehensive analysis of the Strawberry Fields Music Event, a popular music festival held in Australia. It begins with an introduction, background, and the current format of the event, which includes pre-event, event, and post-event phases. The report then delves into the positive and negative impacts of the festival, such as economic benefits, cultural exchange, and potential challenges related to management and cultural barriers. It also discusses changes that have taken place over the years, followed by recommendations and a conclusion. The report highlights the festival's significance in promoting young talent, economic growth, and tourism while acknowledging potential drawbacks related to stakeholder management and cultural differences. This detailed overview is valuable for understanding the event's multifaceted influence.

Running head: FESTIVAL AND EVENT
Festival and Event
Name of the Student
Name of the University
Author’s Note

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Table of Contents
Festival and Event............................................................................................................................0
1. Introduction:................................................................................................................................2
2. Background of the Event:............................................................................................................3
3. Current format for the event:.......................................................................................................3
4. Positive and negative impact of this festival:..............................................................................6
5. Changes taken place over the year:.............................................................................................8
6. Recommendation and conclusion:...............................................................................................9
Reference List:...............................................................................................................................12

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Selected festival: Strawberry Fields Music Event
1. Introduction:
This very specific study has focused to give in-depth overview about the Sports grand
music festival organized in Australian Bush located in Melbourne outside. Strawberry Fields
Music Event is already popular in the international industry of festival due to its extraordinary
sounds and creative expressions. At the end of November, this specific event is organized to grab
the attention of both national and international audience (strawberry-fields.com.au 2018).
Australian government has taken major initiatives in organizing music event on their soil in order
to make the young generation healthy and energetic. The development of community is highly
dependent on the activities of young generation. Therefore, with the help of conducting and
organizing music event the country would be able to keep the community developed, cultured
and disciplined. On the other hand, music event festival in every year can render economic
development of Australia as well. In this year, Strawberry Fields music festival will begin from
16th of November 2018 in the same location, which is 2 to 3 hours away from Melbourne city.
As per data of 2017, millions of people participated in this event. Large number of international
viewers appears in Australia at that time to enjoy this sports event (strawberry-fields.com.au
2018).
The primary aim of arranging a music event and festival in Australia is to explore the
young talents along with rendering economic growth. On one hand, the young generation can
maintain their courageous attitudes that can reflect on the future career growth. On the other
hand, it is one of the most effective ways of grabbing the attention of international viewers in the
soil of Australia. It can indirectly help in maintaining sustainable tourism development in

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Australian market. Therefore, business tourism sector of Australia is highly benefited after
drawing the attention of international customers in the market of Australia.
2. Background of the Event:
Strawberry Fields music festival was a great initiative taken by Australian government
for the purpose of fulfilling young generations belonging to the various geographical boundaries
of Australia. Locating at the sub-urban area of Melbourne, this particular music event brings
multiple young talents with breakthrough electronic music. The primary objective of Strawberry
Fields music festival is to highlight improvised jazz music with more creative expression.
Though music is the primary focus of this event, the organizers tend to arrange dozens of
electronic market stalls, artistic stalls, job fairs, stalls of renowned doctors for health check up
and so on (strawberry-fields.com.au 2018). As a result, viewers can get additional satisfactions
after attending this event. It is however notable that this particular music festival fell in the
category of top 10 festivals of Australia in the year 2014, 2015, 2016 and 2017 (strawberry-
fields.com.au 2018). This specific music event tends to give equal priority to both male and
female participants. As a result, any kind of gender biasness is not shown in the entire music
festival. In addition, people participating in this music event are from different religious and
cultural backgrounds. Every single participant is treated with equal respect and dignity. Western
jazz music is the primary theme of celebrating this music festival based on which both the
regional and international viewers are attracted. If the interested people agree to travel with
Strawberry Fields shuttle bus, they can get 15% off from the original bus fair.

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3. Current format for the event:
This particular event format is constituted with three major categories including pre-
event, event and post event category.
Pre-event:
Pre-event phase starts before three month of actual festival. In this very specific phase the
event organizers have to execute the plan on how to organize this one day event successfully.
Two ways of registration method is primarily followed based on which the participants can apply
for this music event. They can follow online registration process where the participants can enlist
their name with the help of online payment transaction. Otherwise, participants can physically
visit to the head office, which is situated in Melbourne city. The office is primarily open from
Monday to Friday. Participants can go to the exact location and enlist their name as a candidate.
On the other hand, the interested participants can view the official websites. Interested people
can purchase tickets from this website, which is available before three months of the actual event
([e-mail]). In case of giving food stalls, art installations, media and PR
the people can visits the following websites ([e-mail], art@strawberry-
fields.com.au). Phone number is also available on the official website of the office. Therefore,
participants can make a telephonic communication as well (Diedering and Kwiatkowski 2015).
In case of getting more information regarding this event, the people can visit the website of this
([e-mail]).
In the pre-event phase, the event organizers tend to give detailed information to the
candidates so that participants do not have to face any challenges regarding rules of this event.
The event will start from the afternoon. The entire festival goes on until mid night. Both male

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and female participants can equally participate in this event. All the participants will have to
collect the race pack from the week office as well as participants’ batch so that organizers can
identify the participants (Gibson and Connell 2016). In addition, participants from diverse
cultural backgrounds and attitudes have equal rights to take part in this race. In the pre-event
phase, the event organizers have to invite some of the eminent sports person, political leader and
other celebrities for enhancing the significance of that event.
During the event:
During the event, participants are responsible for reaching the destination. They would
not be provided food facilities and transport facility. Food And drink facilities will be there
which is amidst this package. Shuttle bus is arranged for the participants as well as for the
audience for reaching them to destination in their own responsibility. Participants who will face
any challenges in the midst of event can receive the services from volunteers of Strawberry
Fields music festival. On the other hand, service providers will arrange for breakfast and lunch
as well as dinner for every participant. During the event participants have every right to step out
from the festival if they face any kind of heath issue. In that case, their deposited money will be
refunded. In addition, the organizers can reject selected participant due to ethical and behavioural
issue at the time of event (Lund and Turris 2015). For an example, in a music event people
belonging to various geographical boundaries and attitudes participates for proving himself or
herself as a successful singer. In this kind of situation, the participants are expected to maintain
cordial behaviour with each other in order to maintain healthy game environment. If any of the
participant is observed to provide unethical approach towards any one the organizers have every
right to throw that person out of the race. In this case, the organizers are not supposed to refund
the entry fee of these individual participants.

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At the time of organizing the event, the authority has to be very much conscious in
following some of the most significant regulations and acts. The regulations include data
protection act, right to information act, antidiscrimination act, health and safety act and gender
equality act. If a single participant faces any kind of health issue before or during the event, the
organizers have to take their responsibility by referring the person to proper service care centre
by giving monitory benefit (Laing and Mair 2015). On the other hand, gender equally act ensures
that both male and female candidates should get equal priority from the service providers. With
the help of anti-discrimination act the service providers are bound to provide equal services to
the people of different racial, cultural and psychological backgrounds and attitudes. In this kind
of situation, the people belonging to other cultural group would like to show their interest in
participating in the music event. Data protection act leaves major significance in organizing any
kind of event. The organizers are bound to maintain confidentiality of data regarding every
participant. They should never leak the data out in front of third person without having consent
of the concerned individual.
Post event:
Post event is the phase when the event organizers have to follow up the feedback about
the entire event both from the participants and from the eminent guests. Some of the VIP cars are
organized in order to drop the eminent personalities to their doorstep (Hutabarat and Gayatri
2014). On the other hand, shuttle is arranged for dropping the participants to their convenient
location as well. In addition, the event organizers would collect necessary feedback from the
participants regarding their experience.

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4. Positive and negative impact of this festival:
This particular festival is possessed with both positive and negative impact. Both are
discussed in critical manner by evaluating the point of views of some of the eminent scholars.
Positive impact:
Strawberry Fields music festival is one of the most remarkable events occupying a
predominant place in the realm of music industry. This particular event is a big exposure for
young singers who belong to Australia. Singers can get the opportunity of showing their talents
and creativity by presenting the music in an extraordinary way. It is however observed in global
music field that regional singers from different geographical backgrounds and attitudes do not
get sufficient scope to expose their skills and talents (Croom 2015). This is a right platform
where the singers can expose their talent and earn sufficient monitory benefit. On the other hand,
it has also been observed that this kind of event is actually beneficial for enhancing economic
growth of this country. With the help of an effective music event, large number of participants
tends to provide entry fee, which enhances economy. On the other hand, most of the international
visitors’ target November of every year for visiting Australia in order to view this festival
directly. Therefore, indirectly it is enhancing the tourism business as well. The number of
international customers is increasing day by day due to which tourism sector as well as sports
sector is improving with the flow of time. The employability opportunity is rising day by day.
After the implementation of these kinds of music event the unemployment rate in Australia has
been immensely decreased (Hughes et al. 2017). Apart from economy, the country is becoming
socio-culturally developed with the help of which people belonging to diverse cultural
backgrounds and attitudes can easily exchange their views and thoughts with each other. The

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country can easily widen their mental horizon due to the views collected from diverse cultural
backgrounds and attitudes.
Negative impact:
Strawberry Fields music festival and this kind of similar music festival is not devoid of
some of its major negative impacts as well. Organizers sometime face challenges in meeting the
needs and demands of the stakeholders due to the lack of proper competency and skill on
management (Rihova et al. 2014). It is however observed that participants belonging to different
cultural backgrounds and attitudes face language barrier, cultural barrier and religious barrier
with each other. In this kind of situation, people have to face immense challenges in
communicating with each other which reflects on the performances immensely. Due to cultural
and psychological barrier, participants from other geographic boundaries did not get proper
response (Phillips 2016). In this kind of situation, it is observed that those participants have
provided immense negative response on the entire event organizers. This kind of negative review
has left worst impact in running Strawberry Fields music festival.
After evaluating both positive and negative impact on the Strawberry Fields music
festival, it can be concluded that the event organizers of this music festival can overcome their
negative areas by rendering effective solutions (Li and Wood 2016). At the same time, it is
undeniable that in global sports field that athletics from different geographical backgrounds and
attitudes do not get sufficient scope to expose their skills and talents. With the help of an
effective sports event large number of participants tends to provide entry fee which enhances
economy (Robertson et al. 2015). The employability opportunity is rising day by day. After the
implementation of these kinds of music event, the unemployment rate in Australia has been

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immensely decreased. The country can easily widen their mental horizon due to the views
collected from diverse cultural backgrounds and attitudes.
5. Changes taken place over the year:
It is undeniable that the challenges that the business authority of Strawberry Fields music
festival faced at their initial period is resolved to some extent. People are from different
geographical and psychological backgrounds due which language becomes a major barrier. In
order to overcome this situation, the music event organizers have decided to include
communication-training program on their overall training process (Collins and McLean 2014).
With the help of an effective communication program, the participants can maintain effective
interaction with each other. As a result, a rapport is automatically made between the service
providers and the service users.
A major change is noticed on the overall management skill of Strawberry Fields music
festival organizers. At the initial stage of their journey the entire format of event was very
messed-up and incoherent. As a result, the service providers had to face immense challenges in
dealing in organizing the entire events successfully (Hannam, Mostafanezhad and Rickly 2016).
In order to overcome these challenges the service providers have now segregated the entire event
format in three consecutive structures which include pre-event, event and post event. As a result,
the entire event is conducted in a systematic manner.
6. Recommendation and conclusion:
Recommendations:

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Based on the negative areas identified within the event authority of Strawberry Fields
music festival some of the major recommendations can be concluded:
 Entry fee for each participants can be increased based on which the authority can provide
more effective services and facilities to the stakeholders
 The authority should render celebrity endorsement as well in order to make publicity stunt
and draw global attention (Cudny and Ogórek 2014). Eminent personalities from music
industry and political figure are not sufficient for making an in-depth promotion on business.
At the same time, the business experts can easily gain name and fame by bringing celebrity
endorsement
 Social media tools should be used more widely in order to draw the attention of people from
different geographical boundaries (Cummings and Herborn 2015). In addition, in order to
introduce the event in global market social media tool is the only platform to grab the
attention of international customers.
 The transport facility would have to be more improved and systematic. The shuttles allotted
for taking care of the participant at the time of event are very limited in number. Service
providers are unable to allot sufficient number of vehicles for the participants due to low
budget.
 In order to provide effective services and benefits to the stakeholders the authority would
have to increase the budget (Strickland et al. 2016). For that, the participants would have to
enhance their entry fee structure
After evaluating the entire study, it can be concluded that the development of community
is highly dependent on the activities and events organized in the soil of Australia. Therefore,
with the help of conducting and organizing music event the country would be able to keep the

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community developed and well cultured. The young generation can maintain their courageous
attitudes that can reflect on the future career growth. On the other hand, it is one of the most
effective ways of grabbing the attention of international viewers (Manners, Kruger and Saayman
2015). This specific music event aims to give equal priority to both male and female participants.
They can follow online registration process where the participants can enlist their name with the
help of online payment transaction. Websites are already given above. Otherwise, participants
can physically visit to the head office of Melbourne.
The entire event is organized for 7 hours almost. Both male and female participants can
equally participate in this event. All the participants will have to collect the entry voucher from
online websites. At the same time, the participants would have to collect batch from the counter
so that organizers can identify the participants (Stadler, Fullagar and Reid 2014). Participants
who will face any challenges in the midst of race can receive the services from transport
facilities. On the other hand, service providers will arrange for breakfast and lunch for every
participant. The regulations include data protection act, right to information act,
antidiscrimination act, health and safety act and gender equality act. Data protection act leaves
major significance in organizing any kind of music event. The organizers are bound to maintain
confidentiality of data regarding every participant. They should never leak the data out in front of
third person without having consent of the concerned individual. It is however observed in global
music field that singers from different geographical backgrounds and attitudes do not get
sufficient scope to expose their skills and talents. Therefore, Strawberry Fields music festival is
the appropriate platform for showing the skills and talents of sportspersons. At the end of study,
some of the recommendations have also been provided.

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Reference List:
[e-mail] 2018. Art. Available from https://www. art@strawberry-
fields.com.au
Collins, N. and McLean, A., 2014. Algorave: Live performance of algorithmic electronic dance
music. In Proceedings of the International Conference on New Interfaces for Musical
Expression (pp. 355-358).
Croom, A.M., 2015. Music practice and participation for psychological well-being: A review of
how music influences positive emotion, engagement, relationships, meaning, and
accomplishment. Musicae Scientiae, 19(1), pp.44-64.
Cudny, W. and Ogórek, P., 2014. Segmentation and motivations of the attendees’ of the
Mediaschool Festival in Łódź, Poland. Bulletin of Geography. Socio-economic Series, 24(24),
pp.41-56.
Cummings, J. and Herborn, J., 2015. Festival bodies: The corporeality of the contemporary
music festival scene in Australia. The Pop Festival: history, music, media, culture, pp.99-114.
Gibson, C. and Connell, J., 2016. Music festivals and regional development in Australia.
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Hannam, K., Mostafanezhad, M. and Rickly, J. eds., 2016. Event mobilities: Politics, place and
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Hughes, C.E., Moxham-Hall, V., Ritter, A., Weatherburn, D. and MacCoun, R., 2017. The
deterrent effects of Australian street-level drug law enforcement on illicit drug offending at
outdoor music festivals. International Journal of Drug Policy, 41, pp.91-100.
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Li, Y.N. and Wood, E.H., 2016. Music festival motivation in China: Free the mind. Leisure
Studies, 35(3), pp.332-351.
Lund, A. and Turris, S.A., 2015. Mass-gathering medicine: risks and patient presentations at a 2-
day electronic dance music event. Prehospital and disaster medicine, 30(3), pp.271-278.
Manners, B., Kruger, M. and Saayman, M., 2015. Different venues, different markets, different
experiences: evidence from life music performances in South Africa. South African Journal for
Research in Sport, Physical Education and Recreation, 37(2), pp.63-82.
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Phillips, S., 2016. Aversive behaviour by koalas (Phascolarctos cinereus) during the course of a
music festival in northern New South Wales, Australia. Australian Mammalogy, 38(2), pp.158-
163.

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Rihova, I., Buhalis, D., Moital, M. and Gouthro, M.B., 2014. Social constructions of value:
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Strickland, P., Williams, K.M., Laing, J. and Frost, W., 2016. The use of social media in the
wine event industry: A case study of the High Country Harvest in Australia. In Successful Social
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