2026-09-26T22:36:16Zhttps://skemman.is/oai/request

oai:skemman.is:1946/538712026-06-15T13:39:21Zcom_1946_6870com_1946_6001col_1946_34328

Háskólinn í Reykjavík Ástríður Magnúsdóttir 2001- Eyjólfur Ingi Ásgeirsson 1974- Nicola Pasquino Music festivals are public celebrations of musical performances that preserve and evolve our culture and artistic expression. They are both a great platform for socialization and a strong contributor to tourism development and economic growth. Iceland Airwaves is Iceland's longest-established music festival, established in 1999. For over a decade, operations have been challenging, as costs are increasing, and received financial support has been limited. This project studies the audience at Iceland Airwaves over a four-year period. Using the K-prototypes clustering algorithm, four distinct audience segments were created. Headliners performing at the festival across this period were assessed, with the objective of evaluating the relationship between the festival lineup and audience composition. The results demonstrate that lineup decisions are reflected in ticket sales, indicating that festival programming could be used to increase attendance by appealing to each segment. Utilizing the four audience segments, this project offers an opportunity to tailor the festival's marketing to each segment, as well as to strengthen appeal to sponsors, who might appreciate access to these distinct groups. Together, these contributions offer Iceland Airwaves data-driven opportunities towards a more stable financial foundation, supporting its own viability, together with the cultural value it brings Iceland. 2026-06-15T13:39:17Z 2026-06-15T13:39:17Z 2026-06-15T13:39:21Z 2026-06-09T18:40:56Z 2026-06 https://hdl.handle.net/1946/53871 en Meistaraprófsritgerðir Verkfræði Rekstrarverkfræði Tónlistarhátíðir Engineering Engineering management Music festivals Audience segmentation and lineup influence at Iceland Airwaves Thesis Master's