Appendices Thesis

APPENDICES Appendix 1 Transcripts and color coding

Appendix 2 Coding Frames and Tables

Appendix 3 Pilot Study

Appendix 4 Expectations Economy & Trend Research

Appendix 1 Experience Arts (music)/ offerings Connections (networking/new friends) Learn Enjoyment Innovations Others; values ; authenticity, inspiration Quality Price Organization Self-improvement Physical aspects Inspiration Culture -

What is this saying?

What does it represent?

What is this an example of?

What do I see is going on here?

What is happening?

What kind of events are at issue here?

What is trying to be conveyed?

Notes are also made during the analysis of the research.

Conclusion A few things that can be taken away from the in-depth semi-structured interviews is that it seems that customer expectations mature and evolve on different levels.

As for the changing expectations regarding the same festival each year, so SXSW’s offerings compared to their offerings of the previous year, it seems that the respondents expect that the company keeps increasing the quality year by year, as respondents …… confirm. This is also stated by Mattin et al. (2015). (QUOTE) Another way that the customer expectations evolve is based on the premium client’s personal growth/ development.

I feel like my ​expectations have changed as I matured​. From a ​business standpoint ​but also from a​ personal standpoint,​ as I become more “sort of” an expert in our industry​.

Values Takeaways Motives Future/ Expectations Needs/ Wants Experience Future Goals

Interview 1 Alberto Milagro The Questions; For starters could you tell me a little bit about what you do?

I am Alberto Milagro and I work as an investment manager and Operations Manager in a multi family office. My main task is invest the money of my clients in different types of investments and markets.

We invest in festivals and like to believe that by doing that we invest in the success of a festival.

Have you ever been to SXSW? No​, I have never been If not, did you know about the festival prior to this interview?

No​, only on my recent trip to Miami someone mentioned it to me.

What are reasons for you to visit a festival?

They have a lot to offer me. Festival is a way to put ​together in a specific environment​ all the things you like of the subject of the festival. A festival has more advantages than a concert or small event. One of the biggest difference is the festivals ​group several artists or bands​ in the same event at the same dates. ​Another important thing of the festivals, they are a ​complete experience​ that even include interactive art, performances and different food and drinks​.

What do you expect from a festival?

Know new ​musical​,​ ​art, cinema​ proposals. ​Networking​ or make ​new friends​ See what is in fashion What do you want to get out of visiting a festival?

Get to know ​new cultures​, get ​new perspectives​ on things, and ​learn​ and find ​new ways to organize.

Could you name 3 values that would be important for you when visiting a festival.

New ​experiences Best performances Different options to ​enjoy​ (promotions, products, relax zone..)

Do your expectations of a festival change each year? and why?

Yes I guess so. ​I look for best in the ​organization​ ​(​new products, food, control access...​), because festivals have to learn from others. ​So each year my expectations change based on what other festivals do and offer.

Based on what do you attend a certain festival?

Type of​ ​Music​ and good ​prices​.

Knowing what you know about SXSW, would you want to visit it?

Yes, I think is interesting ​mix film, music and comedy​. Different perspectives offer new sensations inside the art.

Recently you went to Miami for Miami Music Week, what was your reason for that visit?

To know how was one of the biggest event of ​music​ in the world What did you want to get out of that visit?

I saw how was the ​organization​, the different ways to prepare the things, organize, the ​music​... everything is different, depends on the public you show it to and the country you are.

And did you?

Yes I got it.

Was it different than what you expected?

The music is different with the same dj in America compare with Europe, because it depends on the culture of the country you are.

What did you expect? ​I expected best ​music​ in terms of ​quality​,​ but the ​performance​ and the ​organization​ ​was amazing

Interview 2 Rahul Badesra Could you start by telling a little bit about what you do? Workwise?

So Guestlist 4 (for) good is the brand that we just launched. It’s an Indian social enterprise that focuses on doing good things. So it’s for good and profit social enterprise that we launched in 2013, only then to value the position to learn the … change with the board. With our number one…. is Martin Garrix with events with capacity of 100.000 - 50.000 people. Until now we have educated about 28.000 kids. And now the December project that we doing, The World Biggest Guestlist Festival and it’s one of kind event on the planet. And what we do is to unite over 300.000 people over 3 days and we can educate over 100.000 kids with the profits of this event.

Have you ever been to SXSW? No I have not, until now. I think if I am not wrong the ​music ​is more Indie, Hiphop and base heavy music.

It is..

So I haven’t been there yet but I really want to add it to my list for sure.

Ok thank you. So what are reasons for you to answer other festivals?

Mostly music​, ​experience ​is one thing that definitely drives me. So a combination of ​experience ​and music ​works the best. And obviously it has to be a good ​line-up​ of artists definitely. So those are the three main factors that drive me.

So what are you looking for in that experience? What do you want that experience to bring you when you visit a festival?

Something​ new and exciting​ that I have not seen until today. Something that gives me and holds my attention to a longer span of time. ​Could be something like a ​new​ ​venue​ that I have never been to. Could be a very ​different decor​ ​that I have never seen. Could be a nice mix of ​new lasers​ and LEDs. Just a really nice​ ​5 dimensional experience​ ​that really drives you to be there and that ​immerses you in that experience​ is what I am looking for. And a ​journey of music​, of what the artists play.

Do you have any personal values that you could link to that experience​?

I am a big fan of ​music​ and ​experience​ all the time. And I am always looking for something that I value and the more I get it the more I feel a ​richer and a fresher person​. I think that counts the most for me.

Do you feel like your expectations towards a festival change every year, or every time that you visit it?

Well it’s really difficult for me to go back to a festival if there is nothing ​new​ in it. Unless I am going with a friend who really wants to go back and just create a good memory. But other than that I would not go back to the same festival if there is no change of venue, if there is no change of ​lineup​, if there is no change in ​experience​ in the festival. It doesn’t have any core value for me.

But you go back to ADE every year obviously.

ADE is different. A; ADE is ​business​ and B: we are really good ​friends​ with the “Family” of ADE, so it’s the ​relationship​ that drives us and the ​business​ that drives us. So those are the two things that

keep on evolving every month so. So there is a good … meeting ground in Holland, and the relationship​ with the people from ADE. So yea that definitely drives us back to ADE every year.

One last question, what would you like to experience this year?

So I am really excited about that. i never got to ​experience​ the day/outdoor parties, that’s why I am going to awakenings this year. Outdoor event of ADE, something different, ​different setting/ location/ something new.

Interview 3 Ricky Berrin So for starters could you tell me a little bit about what you do?

Yeah. so I have a company called Revolver that works in the virtual reality space. And we do two things, we do production and 360 videos and we also build software in the space. And we have an app that we are building, essentially an aggregator for the best 360 content.

Ok cool thank you.

So have you ever been to SXSW? Yes, I have now been 4 times.

4 times wow, when was the first time that you went there?

The first time I went as a student when I was in business school in 2012.

So you have been the most recent years?

Yes. So what are reasons to visit SXSW? So for me especially in the space I am in, especially since I am in a company that borders with the film​ ​stuff and the ​tech​ stuff it’s a pretty valuable conference to be at. ​I think as good as the programming is, most of the value I get out it actually happens outside of the convention center. The ​network opportunities​, come from ​sponsored business events​, more ​informal meetings, dinners​.​ But at the same time, my partner was on one of the panels this year. And especially on the virtual reality space they have done a nice job of sort of carving out a ​niche area of panels​, and everyone in the space is there. It was pretty easy to view the ​content​.

Overall positive You have been there 4 times obviously, so it’s a little different for you. But what were your expectations prior to visiting the festival?

I think a lot of kind of has to do with ​what I ve been into before​. The first year I was really excited to see the ​speakers​, and uhm, I guess I was still looking for a job too so I was ​networking​. They sort of had a start-up expo which was interesting. ​I had very different goals I guess but uhm I also did not know what I was getting myself into.

Yes, because it can get kind of crazy too when you don’t know what you are getting yourself into.

Yes correct, there is a lot of offerings, there is a lot going on. I would say that it’s definitely very overwhelming​ the first year​. And then you just start figuring out that you just need to decide that you can’t go to everything and you just need to start figuring out, you know, what best suits your interests.

And what’s most valuable. You know, I live in New York. So I actually have access to a lot of speakers, so it’s not like I live in a small town where these people never visit. Like , all the best speakers are in New York at some point, speaking at some event. So if I really wanted to see them I

could always just see them there, it’s not like I need to see them in the confines of SXSW. And ​I didn’t even buy a ticket this year.​ I got a pass for the day because my partner was speaking on the panel one of the days. But there is a lot of ​opportunity to network​ and see ​content​ o ​ utside of the official programming.

What would you like to get out of visiting SXSW. Yeah, so I would say the last one, or even this one, ​it’s almost purely for ​networking f​ or me​.

Because we are in the tech and film space there is two things. For the tech side we are actively fundraising so we are looking for ​investors​. And we actually did meet a bunch of them over there that led to meetings so that was great. And then on the ​content​ side since we are looking to fund content and there is few key ​people funding virtual reality​ ​content and they are all down there. You know it just becomes this conference that if you are in this space, you need to be there. Which is great for us, because it means that we have one stout shop where we have ​investors​, you know we have ​virtual reality producers​, we have ​potential hirers​, you know everyone is just sort of all in one place and it’s very concentrated. ​It has become this conference that you go to if you are in this space.

So would you say that there is nothing that it can really compete with?

Oh yea, I would say as far as virtual reality the only thing similar for us was ​Sundance​, where it has also become, But you don’t get the investors. You get the film people and you get the virtual reality finance people but you don’t get the investors so yeah I would say that SXSW is the best in that respect.

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Sundance

Do you have any expectations next year compared to the previous years.

Yes well it’s almost like we don’t have a choice haha like we have to be there. But one thing that they need to do better is, I guess this is a little bit focused on VR, they need to have a ​better system​.

Because it takes so long for people to set-up and demo, and they need to come up with a better system for people to watch and view it. Because I went and I saw some stuff but there is tons that I didn’t get to see. ​And you would think that if you were going to a conference like this it should be easy for you to really you know see the best stuff.

In what way was it not easy?

Yeah the set-up, there were long lines, there wasn’t a system for like setting up appointments with different for each booth. It was kind of a mess.

So just for clarity, how did your expectations compare to your overall experience?

I mean, I would say.. well I am trying to think back to the first year, I would say I was generally very pleased and happy with everything.​ And now I like know what I am getting myself into. It meets expectations.

Are there any personal goals that you would like to get out of visiting SXSW? So I guess a little bit related to​ ​business ​I would say. I am like trying to be sort of​ an expert in the virtual reality space​, so I want to be able to go in there and like listen to the ​best people​ talking about the most interesting things. And if I do it all in one day that would be great. ​I almost don’t want

the panels to be beginner panels.​ Because that’s not that interesting for me. So I want to make sure that they have the best people. You know, it’s personal but also related to business and then obviously I ​met a lot people​, I love going to the p ​ arties​, I have a ​great time​. I definitely party and I love that aspect of it. Although I think that’s also ​business ​related haha, if you can party with an investor​ ​or whatever, your ​relationship​ b ​ ecomes much better.

Interview 4 Jessica Humphreys For starters could you tell me a little bit about what you do?

Currently I am a marketing coordinator for the collegiate sports division of WME|IMG. I ideate, develop, and price out proposals for brands to leverage our network of collegiate sports assets on a national platform basis.

Have you ever been to SXSW? Yes, I have. I went without a badge in 2013, worked unofficial SXSW parties in 2014, went with a badge in 2015, went with a badge in 2016, and also attended this 2017 festival with a badge.

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5 times

What did you think about it?

I feel like the festival has evolved. It's still just as massive as ever but it seems as if the festival is more purposeful with it's activations​, s ​ howcases, branding​, etc. ​It used to just feel like chaos​...but this is also due to the fact that throughout the years I have come to better understand all of its inner workings.

How many times have you visited the festival so far?

5 times in total of which 2 unofficially, and 3 officially What are reasons for you to visit a festival?

Inspiration​, ​learning ​about ​new things (trends​,​ ​bands​, etc), and ​fun What do you expect from a festival?

To offer me the all that I mentioned above, so I guess to answer to reasons to visit a festival.

What do you want to get out of visiting a festival?

Like I said I want to leave feeling​ inspired​, w ​ ith new knowledge that will help me​ and have a lot of ​fun with my friends and listening to ​music​.

Could you name 3 values that would be important for you when visiting a festival.

Innovation​, ​community​, ​authenticity Do your expectations of a festival change each year? and why?

Depends on the type of festival i'm going to. I know what to expect at ACL (all music), SXSW has a lot more to it, and smaller festivals seem pretty niche. So I would say that it varies based on what type of festival it is that i'm going to but that i mainly stick to the values previously mentioned.

What were your expectations prior to visiting SXSW last year (2016)?

I had been before so I had pretty standard expectations. I thought it was going to be ​fun​ (hard work) and a good​ experience.

Do you have any idea how these expectations were formed?

Based on my last visits. expectations based on previous visits

How did these expectations compare to your experience? And why?

I think the festival experience is really shaped based on the people you go to it with. A lot of my friends had badges in 2016...so I was able to hang out with a lot of people and see a lot of stuff.

What did you want to get out of that visit?

I lived in Austin at the time, so I think I just ​wanted to see and do as much as possible And did you? Why not or why yes?

In 2016, I definitely ​did.​ Mostly because I knew of most everything that was going on (central command) and then had friends that would be down to do anything!

Were there any personal needs that were unmet when visiting SXSW? I was basically dead afterwards. Dead tired...but that is mostly due to how jam packed the days were and the amount of alcohol/drugs i did lol. 2016 was a great year!

Or do you have any suggestions for SXSW? I think as far as the SXSW consumer is concerned...​SXSW has got to do a better job at ​educating them on all that is out there.​ If you're not an avid fan of stuff, and just have a badge then I can bet that you have no clue about some stuff that you would probably be interested in going to, and then you'd have missed out and not ​gotten the full value of the badge​. Also the festival is so spread out (which i know why) and the ​lines are pretty long​ for things which deter me! ●

Get the full value out of your badge.

Are there any (consumer) trends that really stick out for you this year that could have influenced your expectations/satisfaction?

I thought the ​Art ​was cool. The ​activations​ seemed thoughtful rather than just mindless branding.

The non badge holders that aggregate around the festival footprint sometimes cheapen the experience. Hearing gunshots is never fun when you're just trying to see a cool band or film.

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Cheapened experience based on non badge holders aggregating around the festival.

Interview 5 David Mullet For starters could you tell me a little bit about what you do?

I am a founder of a ​tech start-up​ that is captures reality and represents it to teleport people and understand spaces in new ways.

Have you ever been to SXSW? Yes How many times have you visited SXSW? 2, in 2016 and the year before What were your reasons for visiting SXSW? It was to stay focused on the emerging ​Virtual Reality content​ ​community,​ and ​build relationships with both talent and clients​. And also to ​have fun​ and see my ​friends So a good mixture of business and pleasure.

Yes that’s like the story of my life. It’s the same anywhere I go. ​It’s not specific to SXSW​.

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expectations/needs not specific to SXSW

What were your expectations prior to visiting the festival?

Honestly I didn’t really know what to expect​. I expected a lot of kind of​ boring talks,​ ​live music, good parties and bad parties.​ And like kind of shitty bars. Yeah that was my expectation.

Why did you go there if those were your expectations? For the reasons you just told me?

Yes exactly, I also did expect ​high quality content​. I guess that’s what I missed.​ I expected high

quality​.​ Cultural Experiences​ which is really what drives the whole thing so yea ​high ​quality​ films, high music and then high ​quality​ VR experiences.

Ok so do you feel like you were able to get those expectations out of your visit?

Right. yeah definitely.​ definitely a lot of super ​relevant people​. A really dense group of ​high impact important people​ from the industry that you kind of have to know. A lot of ​amazing good music​,

good venues​, good VR ​content​, good ​restaurants​ as well. Interesting to be in Texas, so yeah

definitely got all those things that I wanted.​ It was a little bit more​, I guess, ​more ​parties​ ​that I would have actually envisioned.

I bet, so where did you meet most of the connections?

It was mostly​ ​industry parties​ through friends of friends so being at parties and kind of just following a breadcrumb trail of friends introducing me to other people introducing me to other people, and just via that kind of channel more so than anything else.

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Meeting people at industry parties

Is there any party in specific that you recall that was especially good for that?

No not one in particular, that I recall. It’s all a blur. Plus I am not really in that industry at the moment so I haven’t kind of really thought about it. Because I didn’t do last year.

Do you have the feeling that any personal needs were left unmet?

Uhm I think the main problem is like ​transportation​. And getting some exercise, eat good food. I was definitely sleep deprived.

I do value kind of ​meeting people​ and​ e ​ xchanging ideas​ and and I appreciate coming together at

amazing venues​ and ​sharing work and​ i​ deas​ ​so that’s kind of my primary interest in being there I guess.

How many days were you attending the festival?

I was for like 4 or 5 days.

Is there anything that might have influenced your expectations I was there because of VR I guess that;s a trend Or other festivals for example..

Well I was hitting the festival circuit for a couple of years. ​Sundance, Art Basel Miami , VR

conferences in San Francisco and LA, conferences in New York.​ So I was kind of hitting all the different ones.

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Sundance, Art Basel Miami , VR conferences in San Francisco and LA, conferences in New York.

So how does SXSW compare to those other events for you?

I​t’s just a​ unique flavor.​ Different. Different ​people.​ Different kind of ​events​ here. Just a lot of great stuff, I mean Boston is (fight n heart) , Sundance is Film so SXSW is pre seemingly bigger, more hectic, more chaotic, kind of … , more spread out Is that good or is that bad?

It’s neutral, I mean it’s also just those big Texas streets and it’s driving culture. Is seems to have that, like Texas scale going on.

Interview 6 Brandon Brown For starters could you tell me a little bit about what you do?

So I run a digital Marketing agency that works with mostly clients in the live entertainment industry. So companies like LiveNation and music venues that they own and operate. We manage those venues’ social media communities and help with their digital marketing efforts. And we also do the same for numerous festivals, artists as well as a few other industries unrelated to entertainment.

And I am also a touring musician, and kind of like the internal band manager and I do all the business and I am kind of like the road manager for the time being.

So that sounds like you are very busy.

Yeah, you could say that I know that you have been to SXSW, but how many times have you been there?

I have been an official attendee ​4 t​ imes.

Spread out, but I have been the last two years consecutively and then I have been the 2012 and 2014. All within the last six years, Why do you go to SXSW? For a few different reasons, I go to hopefully ​learn ​about any ​new developments or upcoming trends​ in the industry in which we work. So primarily​ social media and digital marketing​, but also just in the ​music industry in general​, seeing what the ​trends ​are and how we can potentially integrate ​them into our marketing efforts for our clients. And then also I go to ​network​ with potential clients and to spend time with existing ones.

So you could say that you have multiple reasons to visit a festival.

To be honest the ​primary reason is spending time with​ our primary client, whose Live Nation.

Ok, thank you. Are those reasons that you just mentioned also reasons for you to visit other festivals or are they specific to SXSW? That primary reason that I mentioned is specific to South By South West. So I definitely ​enjoy ​the festival aspect of SXSW, with you know all the ​concerts ​and events taking place but the primary reason that I go is more work related. So to ​learn ​and to ​network​.

Do you feel like you were able to get those goals out of visiting SXSW the last two years?

Yes I​ ​think so​. You know for me and what I have come to realize is that the most valuable thing for me is the ​facetime ​that I get with our ​clients w ​ ho are also attending SXSW. And you know ​learning and the ​educational aspect ​comes into a close second but really that’s the most valuable thing for me because our clients are spread out among different cities and states and we are based in Nashville. You know, we are not in the same cities that they are, so when you can come together at an event that’s relevant for both sides it’s kind of a win-win for everyone. But yes you could say easily

that regardless of the content of the conference itself. ​Spending time with a client, agency or relationship that I can accomplish as soon as I show up in Austin for the Conference.​ But I do think that, I have also learned a lot the past few years and have been able to ​network ​with their companies as well. So yea I could say, that’s a really long answer, but I have ​accomplished ​my main reasons for going and spending money to go.

Is there anything that you feel like left some of your personal needs unmet.

Lately I think the past couple of years that I have gone, for our industry specifically, so social media related to music industry clients I feel like the ​content ​of the panels hasn’t been as ​challenging ​or cutting edge. I don’t know if that’s a fault of the conference itself or just because we are in that world, you know, working every single day so we are already ​so in touch with, you know all the updates and kind of the cutting edge of social media and the tactics being used​ ​that I don’t feel like I leave a lot of panels with actionable takeaways​. You know when a session is over and people are asking questions I wanna answer their questions instead of ask questions.

So you feel like you already posses a lot of the information offered.

Yes so I find that, from an ​educational standpoint​ most of, anything I really learn or take away are from ​secondary interests​. Maybe things that our company isn’t actively working on at the moment.

That we have the desire to expand into, or just ​personally interests​ on the side, that are unrelated to my current work and our current clients. That things that I am interested in a more separate way, it could be like hobbies, as I am considering starting other ventures​ or things that aren’t directly related but that still interest me when I see them on the schedule.

So I am almost done now, but do you feel like your expectations and satisfaction have changed over the years, since the first time that you went to SXSW? Yes, definitely​. I feel like my ​expectations have changed as I matured​. From a ​business standpoint ​but also from a​ personal standpoint,​ as I become more “sort of” an expert in our industry. So my expectations the first one or two years that I attended were more like ​trying to soak up as much​ knowledge​ as possible​ and then maybe a ​little networking​. Whereas now, because I feel like I have a lot of the ​knowledge​ that I need to efficiently run our company and provide a high level of service to our clients, now that expectation has shifted more ​towards future business needs​. More ​forward thinking​, w ​ hether that’d be expanding our knowledge as a company so that we could offer digital services, or extending our client base via ​networking​ that takes place at the conference. But it’s​ less about going into a panel​ expecting to learn a ton of new information. Now it’s more about the benefits outside of that.

Okay thank you! Is there anything that you would like to add?

Uhh, I don’t think so. I mean I know that two years ago when I went and I realized that I could answer all these questions that people are asking, the speakers or the moderator. That’s why I instantly thought in my head: ​Okay I need to be a speaker.​ Like now that’s one of my ​goals​. And so I was actually, someone asked me to be on a panel with them this past year. Which ultimately ended up not being selected. Which is fine, I was honored to be asked but it also wasn’t my curriculum. You know, that I put together. So yea that’s a goal of mine now. I think that I could confidently say that after being in the panels,and ​feeling like an expert in the audience and that I could probably provide value to other attendees by being on the other side of the podium and you know being part of the panel.​ So that’s something that, for someone who works at SXSW, if they were to read the interview and be like probably; why isn’t this guy trying to be speaker if he really thinks he is that knowledgable

he should put his money where is mouth is and send us a proposal for a panel. So that is my goal to move more into that role in the next year.​ I know that I could maybe help people who have the expectations that I had maybe 5 or 6 years ago. Leave with some new knowledge by being the one who is sharing that knowledge.

Yes that would be great, although I hope that they could still offer you something of value besides the networking.

Yes I hope so, that’s always my hope. But what I realize is that for me , if all I did was hang out with our main representative at Live Nation, that alone is worth the price for me because he “well he has been a speaker on a panel” but that​ facetime with him and the value of that relationship​, which just now is a very personal friendship, is ​priceless​ for a company. And whether or not he is a client, I would still want to be friends with him. But that week of nonstop quality time, attending panels together, ​attending concerts and the extra events​. And you know just everything that we experience​ in Austin because of SXSW is worth it for me because that ​relationship​ from a business standpoint provides so much value to our company.

And from a personal standpoint?

Uh yes, if my client(s) were to stop going. I would hope that I could attend and come away with some actionable knowledge​ and I can’t confidently say that that would be the case right now, based on the last couple of years.

Okay, thank you so much for your time. I think that’s it in regards to the questions

Interview 7 Tiffanie Stanard For starters could you tell me a little bit about what you do?

I am an entrepreneur, I own a brand enhancement firm called “Prestige Concepts” and a technology and media company called “Stimulus”.

Ok, thank you.

How many times have you attended SXSW? I have been there twice so far. The last two years.

What were your reasons for attending SXSW? The first time I went for two reasons; ​To speak​ about branding and marketing for entrepreneurs, and then also for my ​radio show Philly speaks​, which is is located in Philadelphia. So I did some press and ​media​ at SXSW last year as well.

And this year I focused on my technology ​company ​stimulus, and ​talking​ ​about women in technology, branding, marketing and how to put yourself out there and to really be a women in tech.

What do you expect from a festival when attending?

I normally expect a lot ​networking ​throughout the ​entire day​ from the different workshops and forums that you would attend, to even at night time when you are just meeting up in the lobby or just going for drinks, and you never know who you are going to meet. That’s what I like about festivals because all ​corporate and kind of big wigs are comfortable and in regular clothes,​ so you never know who you are speaking with. So I think that’s the best thing about festivals, that even though you are kind of calming down at night time you still have the opportunity to meet so many nice people.

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easier to meet people, relaxed atmosphere, important people

Do you feel that SXSW something more than other festivals?

Well yeah, I feel like it offers a little bit of everything ​I love​, ​which is tech ​blending with media​, music​.​ I don’t know many conferences that have all of that entwined. It’s usually just tech, or entertainment or just media. But SXSW to me offers, a couple (weaves) of extra things that it all blends together. That even when I am there for technology there is a ​concert​ ​that I can go to at night, or a ​movie premiere​ that I can go to during the day.​ So it’s not many conferences that brings anything that I love in one place.

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magic combination, everything I love in one place. ​USP’s

Do you feel like that there is something that SXSW could do better to meet your needs.

The only thing that I have to say is that there is ​so much going on at the same time​ that you definitely miss a lot of things​. But it’s kind of hard to really control that when it gets to a certain amount of people. ​So that, I guess, is the only thing when you are going to a festival you wanna try to make as much as possible, you want to meet as many people as possible.​ So maybe figure out ways to do ​more specialized networking events for certain types​ of people that are

looking for certain types of things. Maybe ask them like; Hey what are you looking for? when they get here. ​Hosting certain types of happy hours​ for that. So like I said that is so difficult, because there are so many different people from all different cities. So I guess that would be like the only thing that you feel like you are missing out, because you want to go to one thing and something else is happening and/or it’s across town so it takes you awhile to get there so you miss it. But that’s more so harder to control. But that is at ALL festivals, it’s kind of hard to do everything.

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Experience Cramming - FOMO

Yes of course. What were good places to meet people at, was there anything that stuck out?

I would say the best meeting spots were just ​walking to your next session or sitting in the lobby getting a drink and catching up with people and then you never knew who you were speaking to. To me sometimes if you speak to people right after a session, that they just like talk, you have a 100 people bombarding them. But the best conversations I had were, ​I was just walking to a next session​ and I started a conversation with somebody and we ended up meeting up later. We got drinks or ended up going to the same session. Or I was in the lobby to meet somebody or to just get a drink I met great groups of people. So to me those were like the best meeting spots beyond like certain ​parties​ etc. that I went to. And there were great parties going on at night. But that was when everybody was just like ​relaxed.​ You just end up walking around, you were just drinking and eating and you ended up having the best conversation.

Would you want next year’s SXSW to offer you something new, if you were to go there.

Yea I think it’s always when you are a ​new company ​there and you have been a couple of times, it’s best when you bring people to you versus you going to them​. So I want to either to​ host a happy hour, or to do a ​collaboration​ with a couple of different companies. Maybe once or twice throughout the week after I speak, and bring people to us and kind of explain what we’re doing. Because it’s great when you get to meet people but to really ​control your messaging and your brand at a big conference it’s always best for you to plan something​ vs. you just kind of, you know, randomly speaking to people.

Is there a specific group of people or industry that you would want to meet at SXSW? Well we are a little bit of everything, ​tech, media and entertainment​. So​ meeting everybody​, there is no discrimination for just media or just tech. The type of partners that I want to have for next year focuses on like investing in more women of color and minorities. Or focus on entertainment, like diversity inclusion and all those aspects. So I am thinking about creating a couple events evolved around that. And kind of the importance of it and continuing the messaging and that goes from tech to media to entertainment and then business so… At the moment we are also just looking for investors etc.

Okay, thank so much. (making use of the line, positive point; the openness of everyone) / what did you expect of sxsw 1st time.

Interview 8 Ronald van Berkel (mijn verwachtingen zijn wel raar wat dat betreft) Kun je om te beginnen iets vertellen over wat je doet.

Ik heb projectmanagement gedaan voor verschillende internationale conferenties, waaronder ADE, Eurosonic, Buma Music in Motion, InJazz en een beetje Buma NL. En daar werd ik eigenlijk alle functies gehad op het snijvlak van programma en productie. En ook een coördinerende rol gehad. Het scheelt een beetje per evenement. Bij ADE deed ik dan het dagprogramma productie en voor Eurosonic deed ik de sales productie en voor Music in Motion deed ik echt samen met iemand anders het programma maken en deed ik echt de hele shabam zeg maar, omdat dat ook heel klein was. En ja daarnaast ben ik dan professioneel DJ en semi-professioneel muzikant. En ik ben gewoon heel erg verslaafd aan concerten en muziek dus ik vind mezelf wel een groot muziekgebruiker.

Oke, nu gaan we verder met de vragen over SXSW en de festival gerelateerde vragen.

Ben je wel eens bij SXSW geweest?

Nee Je kent SXSW wel natuurlijk Ja dat klopt haha Waarom niet als ik dat zo mag vragen?

Nou, de meest concrete reden voor mij is dan ​omdat het duur is​. En omdat ik ook heel vaak als freelancer heb gewerkt voor evenementen. En omdat ik dan niet direct in aanraking kom om er door het ​bedrijf heen gestuurd te worden​. Kijk voor ADE gaan gewoon Karsten, Jan, Thomas en Gijs voornamelijk dat soort dingen doen. Ik ben wel bijvoorbeeld naar ​The Great Escape​ (UK) geweest op eigen kosten omdat ik toch wel. In zekere zin heb ik voor mezelf ook wel een bedrijfje als freelancer en ​daardoor vind ik het toch wel goed om dat soort dingen soms te doen.​ Plus ik vond het festival gewoon heel vet. Maar de voornaamste reden is gewoon dat het ​ver weg is en daardoor duurder​ dan een alternatief.

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The Great Escape

Maar los gezien van de kosten zou je daar wel naartoe willen?

Ja absoluut. Juist omdat het zo​ groot is en ook juist divers​ daardoor.

Wat zijn jouw verwachtingen als je denkt aan South By South West?

Nou waar ik eigenlijk meteen aan moet denken is dat je waarschijnlijk echt helemaal ​doodgegooid wordt met alle losse evenementen​ omdat ik daar waarschijnlijk wel als muziek professional heen zou gaan. Ja op gegeven moment kom je ergens in een database. Dus de aanloop daar naar toe, zul je vooral veel ​invites krijgen en een beetje de sponsorevenementen​ wel op je radar krijgen.

Vermoed ik … En dan moet je op een gegeven moment gaan bedenken wat voor programma je wilt bezoeken en voor afspraken je gaat krijgen. En die krijg je ook binnen dus ik denkt dat dat redelijk overeenkomt met andere conferenties. Dat stuk, dus je​ agenda invullen​ bedoel ik daarmee. Maar

daarbij wel dat het misschien wel een stukje complexer is omdat het zo groot is. En ik kan mij voorstellen dat het qua oppervlakte wel groter is dus dat je dan wel misschien daar veel tijd mee kwijt bent.

Ja het is best wel verspreid inderdaad over het stadscentrum. Maar dat is bij ADE ook wel opzich.

Ja precies. Maar wat voor mij dan in een nieuwe stad zou zijn is dat je dan daar wel veel tijd zal stoppen in het plannen en het uitrekenen van wat haalbaar is ipv dan bijvoorbeeld gewoon gaan en het daar zien zeg maar. Ja ik weet niet, ik heb het idee dat het opzich wel goed geregeld is verder met je ​accreditatie en hospitality​ stuk. Dus als je dan eenmaal landt, hoe het verloopt en dat je op een gegeven moment dan heb je je bandje om en dat zal het gewoon een grote,​ leuke chaos​ worden ofzo.

ADE is qua opzet best vergelijkbaar alleen een andere genre.

Bij SXSW heb je natuurlijk film, interactive en music. En het trekt natuurlijk ook veel mensen aan die geen badge hebben maar gewoon op de gratis events en drank af komen.

Ja dat idee heb ik er ook wel een beetje bij. Eurosonic was ook overspoeld geraakt. ADE natuurlijk ook, maar dat is wat meer in toom gehouden. Maar Eurosonic heeft dat ook echt ja, op elke hoek is er wel een of ​andere vage party​. Het zijn vaak wel echt hele toffe dingen omdat het vaak wel kleine initiatieven zijn en niet een specifiek iets. Maar je kunt al heel snel op Eurosonic spelen als band, maar dan sta je eigenlijk helemaal niet op Eurosonic. Maar omdat het zo’n groot ding is dat weekend wordt dat allemaal ook meegenomen.

Zo is dat bij SXSW ook een beetje, alleen zijn die onofficiële evenement best schadelijk voor het hun imago. Dat jaar dat ik er was, werd er bijvoorbeeld ook geschoten op de laatste avond.

Er was niemand gewond geraakt. Maar toch komen dat soort dingen in het nieuws, terwijl dat niet de bezoekers zijn van je festival.

Ik moet ook denken aan ADE inderdaad. Dat jaar dat er 5 mensen overleden waren, dat dat ook zo scheefgetrokken beeld in de media komt over ADE, dat was echt raar.

Jullie zijn er toen wel echt goed mee omgegaan als ik me dat goed herinner​.

Ja echt geniaal als je het mij vraagt. Hoe Richard dat bedacht heeft toen, met die ​Celebrate Safe campagne​ erna. Er was echt geen betere manier om dat te doen, of geen andere.

Wat is voor jou belangrijk als je naar een festival gaat?

Wat ik wel echt belangrijk vind is ​hospitality in de breedste zin van het woord​. Ik vind dat je daar ook wel het verschil mee maakt en zo ben ik ook geschoold door mijn werk. Dat als je een goed bereikbare info@ ​ hebt en duidelijke ​info packages​ verstuurd ( niet te veel). En dat je bij aankomst ook zorgt dat mensen ​goed opgevangen​ worden, dat je weet waar je je bandje moet halen enz. Als je landt zit je eigenlijk al in die ​VIBE​ en wil je gewoon dat het​ soepel loopt allemaal​. Dan maakt het allemaal niet zo uit als die ​band​ ‘s avonds slecht is, maar die ​moment zijn cruciaal​ heb ik het idee.

En wat wil je graag uit dat bezoek halen?

Wat ik er graag uit zou willen halen, zijn toch wel echt​ nuttige nieuwe contacten.​ En voor mij is het toch altijd wel, het interessante, aan mijn rol altijd was dat het type mensen dat naar dit soort van evenementen gaan, zijn niet het type mensen waar ik mee deal. Leveranciers en productie innovatie bedrijven enz. Op zich heb ik wel een ​redelijk netwerk​ ofzo, maar ik heb altijd het idee gehad dat ik aan de zijkant van de industrie met mijn eigen clubje stond ofzo. Niet daardoor minder belangrijk natuurlijk. Maar ik heb ook altijd gezegd als je naar een dokter conferentie gaat ofzo, hoef je niet zelf die conferentie te organiseren. Dat idee heb ik zelf altijd wel gehad bij ADE, het is wel een muziekevenement maar ik moest hem zelf organiseren ofzo, waardoor het een beetje dubbel was. ​En daardoor heb je ook een beetje rare beroeps deformatie als je dan eenmaal op een andere conferentie bent, want dan ga je een beetje op dat soort dingen letten. Hoe hebben hun hun programma in de tijd gezet, en is dat dan in een makkelijk blokkenschema te lezen en waarom is er in het hotel niks te vinden over... . Kijk dat soort dingen ga je dan allemaal bedenken i.p.v alleen feesten.

Dus als jij bijvoorbeeld naar SXSW zou gaan dan zou je daar wel op letten.

Ja op basis van de functie die ik dan heb gehad ja. Ik denk ook als ik bij wijze van spreken in de publishing kom, dat je dan ook op dingen let die met publishing te maken hebben. Owja, en wat ook altijd wel is. Omdat ik dus op dat productie en programma snijvlak heb gewerkt was ik ook altijd wel bezig met of er ​goede moderators​ rondliepen daar, die wij niet hadden, of wat ​onderdelen​ zij aantippen in specifieke programma’s of wat voor ​sponsoractivaties​ er worden gedaan. Bijvoorbeeld bij ​The Great Escape​ in Brighton, ook een beetje dezelfde opzet. De conferentie stelt niet zoveel voor hoor, die is er wel, maar die is wel ondergeschikt aan wat er in Nederland of Europa dan is.Maar bij The Great Escape hadden ze bijvoorbeeld een hele ​vette activatie ​bij de crew met Dr. Martins. Want de crew liep gewoon op Dr. Martins omdat je dan goed loopt al die dagen. Ze droegen ook allemaal gele shirts, en daar stond niet op dat het Dr. Martins was. Maar met grappige quotes enz was dat wel weer duidelijk op te maken. Dus ik dacht, van ja dat is vet, die hebben dus i.p.v ergens een banner op te hangen hebben ze een mooi punt aangesneden dat de crew goed moet kunnen lopen, dus daar gaan we goede schoenen voor fixen. Van dat soort dingen.

Ja indd. Zo heeft SXSW bijvoorbeeld ook een samenwerking met Vans voor de zwarte skateschoenen en met Levi’s voor de staff jackets.

Oh echt? Wat vet! Oh ja dat vind ik wel slim, Levi’s is ook wel een vet merk ook.

Over verwachting gesproken, dat is ook wel weer wat ik er bij denk inderdaad. ​Dat er juist heel veel sponsoractiviteiten zijn. Misschien juist niet allemaal vanuit SXSW zelf maar ook wel vanuit onofficieel. Of ik weet niet precies hoe dat dan gaat.

Ja bij SXSW zijn er inderdaad ook onofficiële activaties. Maar de meeste grote merken begonnen onofficieel en zijn uiteindelijk met SXSW samen gaan werken en hebben dan branded evenementen tijdens SXSW. zo heb je bijvoorbeeld House of Vans, Spotify House, en ook Samsung had een branded event om zo maar een paar voorbeelden te noemen. En die betalen en boeken dan ook zelf het talent vaak. SXSW betaalt geen talent.

Dat doet Eurosonic ook niet inderdaad. ADE is daarin wel slim geweest en die hebben dat club deel gewoon losgekoppeld en die laten de promoties enz allemaal zelf regelen. Maar bij Eurosonic betaalden we zelf ook nooit de artiesten, een heel groot deel ervan niet in ieder geval. Er waren natuurlijk wel een soort van A-list dingen. Vervolgens was er wel heel ​veel zorg voor die artiesten weet je wel. Als artiest hoefde je maar een ritje naar de hoek van de starrt te willen als het ware en je kreeg hem al. Daar werd het allemaal wel een beetje mee gladgestreken. Maar juist omdat er zoveel

mensen uit de ​industrie daar lopen​, en omdat het zeg maar zo ​prestigieus​ is als je op de line-up staat werd er gewoon niet betaald. En blijkbaar werd dat geaccepteerd ook tot een zekere hoogte.

Dat vind ik wel bizar.

Wat is volgens jou dan het belang geweest voor ADE om naar SXSW te gaan de afgelopen jaren? Ze hebben daar natuurlijk ook zelf evenementen georganiseerd tijdens SXSW (officieel) Ik zit te denken aan dat dat een van de dingen is, dat je toch​ ​zichtbaarheid​ wilt op elkaars evenementen omdat je toch in dezelfde doelgroep zit. ​Want je mobiliseert een muziekindustrie en dat doen zij in Amerika en dat doet ADE in Amsterdam en dat overlapt natuurlijk grotendeels qua mensen.​ En dan kom ik zo op een derde punt wat volgens mij het belangrijkste is. Maar dan heb je​ secundair​ daaraan natuurlijk het stuk wat ik net zei, dat je zoekt naar ​contacten die voor jezelf handig zijn​ en dat je daarmee je eigen​ kennis vergroot over hoe je een succesvolle conferentie organiseert.​ En wat dan uiteindelijk natuurlijk voor ADE en voor Buma, en daardoor ook voor ADE belangrijk is. Is dat gewoon Nederlands ​auteursrecht internationaal gepromoot ​wordt. Dus ADE is een bekende naam maar daardoor wordt doordat ADE feestje wat daar is, worden die artiesten die daar draaien of spelen goed neergezet in dat programma. Denk ik … In de pop-rock bijvoorbeeld, daarvoor heb je impact programma. Dat is een jaar of 5/ 6, ik weet niet of je dat wel eens voorbij hebt zien komen. Die staan inderdaad op ​The Great Escape, op Primavera, op Sonar,​ weet je wel die andere festivals.

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The Great Escape, Primavera, Solar

What is important when attending SXSW, especially when you are both mobilizing the music industry is firstly creating a visibility for yourself as well as finding contacts that are relevant for you as company or individual. And secondly increasing your own knowledge on organizing a successful conference where SXSW has a leading role and serves as a success story. And finally, and probably the most important one for ADE, is promoting national acts (musical rights) that are promoted by bringing them along and having them perform at ADE hosted events during SXSW. Dus het is ook een deel promotie vanuit Buma eigenlijk?

Ja Ja, want uiteindelijk, de grote financiën, het grote geld komt toch uit Buma voornamelijk en het initiatief is ook vanuit Buma. ​Het onderliggende doel moet altijd wel zijn in het belang van de Nederlandse auteursrecht. ( Zelf - promotie ) Wat bij ADE wel interessant is. Oorspronkelijk was Eurosonic Noorderslag eigenlijk het eerste in Nederland want in deze vorm bestond. Zo’n conferentie met een festival. En Buma sloot zich daarbij aan. En het idee was eigenlijk heel simpel,​ dus overdag trek je gewoon de relevante muziekindustrie naar je toe en dus keynotes en diners en borrels en dat soort dingen zijn eigenlijk toch gewoon trucs om de mensen daar te krijgen​. En dat ​showcase ​deel in de avond daar gaat het dan uiteindelijk om want daar wordt dan geld uit geslagen. Want dan heb je toch die mensen in de stad en die kan je dan mee op pad nemen naar een ​nieuwe talenten mix​, en zo heeft Buma ondertussen in elk genre succesvolle en minder succesvolle versies. En ADE is eigenlijk veel te succesvol voor eigen goed. Want daar is het showcase gedeelte uitgegroeid tot een ​club festival​.

Maar uiteindelijk is de ​core business nog steeds de conferentie​. Het is wel grappig, want ik al heel vaak wel eens beslissingen moeten nemen die dan eigenlijk een beetje tegendraads voelden omdat het ​uiteindelijk wel gaat om het netwerk​. In de Felix wilden wij bijvoorbeeld misschien toch een keer een grotere conferentieruimte of iets dergelijks. Of een sponsor wilde die ruimte. En dan hadden we natuurlijk netwerk ruimte die we konden opgeven maar dat was eigenlijk het groot heilige goed dat

je vooral niet mag weggeven. Mensen willen gewoon plekken waar ze kunnen hangen en dat is toch het belangrijkste in een zekere zin. ​<<< Ja een balans vinden hier is natuurlijk wel belangrijk.

Ja die balans die je zegt, lijkt me ook wel interessant voor SXSW.​ Aan de ene kant wil je toch je inkomsten hebben en aan de andere kant toch als je de​ ​kwaliteit​ ​overzien en dicht bij jezelf blijven.

Wij hebben ook heel veel verschillende momenten gehad waarbij dit kopzorgen opleverde. Zowel bij ADE als bij Eurosonic is dat lastig gebleken. Bij Eurosonic had je in dat straat naast het Oosterpoortje waar HET dan uiteindelijk gebeurt. Had je nog een ander leegstaand gebouw, dat door​ ​MOJO werd gehuurd en die hadden daar gewoon een geheel eigen compleet programma, ​waardoor er eigenlijk wel een heel groot deel van de ​delegates niet op Eurosonic komen.​ Want die bleven dan gewoon in dat Mojo huis hangen. En met ADE hebben we uiteindelijk ook. Voorheen toen het nog wat kleiner was, nog wat behapbaarder, toen waren zeg maar die borrels zeg maar in The Dylan of in de Felix, dat waren zeg maar DE borrels. Er was niks anders. En die verkocht je ook met 2 vingers in je neus (voor een paar K). En twee jaar geleden hebben we met Richard bedacht dat, uhm ja die borrels werden niet meer zo goed verkocht en we kregen alleen maar van die Music Export dingen. Zoals Music Export Finland, dat is helemaal niet sexy dan. Wat Richard toen wilde en wat opzich wel werkte is dat je juist die borrels weggeeft, of in ieder geval voor goedkoop weg doet aan de YouTube, en Spotify en dat soort grote brands. Waar het dan om gaat, als je dan een borrel koopt bij ons dan doen we even 2,5K en dat is heel goedkoop, exc drank maar dan krijg je 15 registraties. Dus eigenlijk ga je dan gewoon registraties weg voor het oprapen. Maar omdat je dan aan die partijen vergaf, waarvan je toch van wist dat ze anders niet het nodig zouden vinden om op de conferentie te komen omdat er de Spotify party ergens anders was bijvoorbeeld. Zo probeerde Richard wel die mensen naar binnen te lokken. Dat werkte soms wel en soms niet zo, omdat Mingus die borrels niet zo goed kon verkopen überhaupt. Dat was wel een beetje een zooitje uiteindelijk. ​<<< Wat maakt voor jou een festival echt goed?

Zo’n showcase achtige, dan denk ik dat mijn antwoord redelijk cliché wordt. Dat het toch uiteindelijk echt om ​de bands draait.​ En ik weet ook dat het voor veel professionals het uiteindelijk toch zo is. Die spreek je dan wel eens in de wandelgangen, en je hebt nog zulke meetings enz. maar dat blijft toch echt werk weet je wel. En dat ​avondprogramma is ook werk, maar dat is leuker werk​. ​Dus grotendeels de ​muziek​ en toch ook w ​ el of dat anderen gaan binnen je industrie​. Dus ik zou bijvoorbeeld niet snel kaarten kopen voor een Jazzfestival, omdat ik werk voor ADE. Ookal zou ik Jazz heel leuk vinden dan heeft het voor werk gewoon minder effect dus dan doe je dat gewoon niet.

Dus toch de ​muziek​. En daarbinnen, ik durf wel te stellen dat ik redelijk op de hoogte ben of een line-up​ goed is ofzo. Dat moet ook wel ​gewichtig zijn​. Je kunt daar niet zomaar wat namen op rammen ofzo. Het moet wel​ relevant ​zijn, dat is het woord wat ik zoek.

Hoe zit het voor jou, als je een festival voor je ziet over 3 jaar. Waar moet het dan aan voldoen, wil jij nog steeds dat festival bezoeken?

Daar heb ik wel een duidelijk antwoord op. ​Per definitie moet je anders zijn.​ ​In de zin van niet anders maar beter.​ Niet dat je anders for the sake of anders zou moeten zijn. ​Maar je moet wel beter worden elk jaar, en daardoor ben je elk jaar anders​. Om daar bijvoorbeeld wat over te zeggen, bij ADE wat af en toe verschrikkelijk irritant was en wat ik uiteindelijk gewoon snap en wat nodig is op zo’n evenement is dat heel laat alles wordt besloten. Alles blijft heel lang in de lucht hangen en voor productie is dat echt killing want je wilt gewoon je draaiboeken kunnen afmaken en je bestellingen kunnen concretiseren. ​Maar juist omdat het zo lang allemaal nog mogelijk is, worden

er ook hele toffe dingen bedacht en ingekocht en geboekt. ​Dus het moet elk jaar beter zijn​. En juist omdat je ook, zeker voor zo’n ​SXSW​ en A ​ DE​ en ​Eurosonic​ ook weet je wel, ​je showcased natuurlijk ook gewoon hoe de industrie op dat moment is dus je moet gewoon wel de hipst, nieuwste, tofste innovaties, muziek, whatever. Je moet dat in je programma hebben. ​!!

- SXSW, ADE, Eurosonic En hoe zie je dat onderling tussen festivals Aan de ene kant wil je niet hetzelfde doen. Soms moet je wel dezelfde ​onderwerpen​ aansnijden.

Maar ook wat moderators betreft, of personen van bepaalde bedrijven. Je kunt best wel op twee verschillende evenementen een Spotify keynote hebben maar als je precies dezelfde mensen dat laat doen dan is het anders. ​Je kunt je daar makkelijk in differentiëren denk ik.

In Ibiza heb je Ibiza Music Conference oftewel IMS, die in hetzelfde genre zitten als jullie bijvoorbeeld Ja klopt, daar ben ik vorig jaar nog geweest. ​Voor ADE ben ik geweest.​ Ik was toen met ​Pioneer ​als bezig om met ADE de partnership uit te vogelen. Of tenminste Mingus was er mee bezig en ik was in dat gesprek gemoeid want van ​Pioneer​ wilden ze veel meer gear leveren en niet zozeer geld betalen.

En omdat zij zelf zo veel nieuwe gear hadden en die wilden ze goed in de markt zetten. En hun grote voorbeeld in dat aspect was steeds IMS. Want daar hadden ze dat voor een aantal clubs gedaan en voor de conferentie ook voorzien van DJ apparatuur enz. Toen hadden we een Skype call, en ze vonden het steeds zo jammer dat er niemand van ons ging naar IMS. En toen na 3 keer zeiden ze het is toch wel zonde, het zou wel vet zijn als jullie dat zouden kunnen zien. En ik ben toen naar Richard gegaan en ik heb dat toen verteld met als doel voor mezelf van als er nog iemand gaat dan moet je die even langs mij laten gaan. En toen zei die van misschien moet jij maar gewoon gaan. En dat was wel vet want ik kreeg ook allemaal mails van mensen omdat die wisten dat ik voor ADE werkte. Toen merkte ik ook pas een beetje de impact van ADE. Normaal zou niet zo snel iemand van mijn functie daarheen gaan. Maar omdat het nu zo concreet het geval was, kon ik.

Heb je ook het idee dat je daar iets van hebt mee kunnen nemen na je bezoek?

Ja voor mij ​persoonlijk wel​,​ en ook voor ADE zelf. Ik weet ook echt onder de vleugels genomen van Justin Hollem (van Pioneer) je merkte gewoon, die moest gewoon wat verkopen aan ons. Dus ik werd mee uiteten genomen. En ik werd meegenomen naar of andere exclusieve party op een of ander kasteel en dan kreeg ik nog een bandje om mijn pols geslingerd van dan kan je ook bij ons achter vodka drinken.​ Dat hele spel is wel bizar wat dat betreft.

Hoe vergelijk je wat hun aanbieden met wat jullie aanbieden?

Concreet gezien is het wel concurrentie, want je bent beiden bezig met het soort van mobiliseren van een muziekindustrie. Wat ik altijd wel een beetje gemerkt heb bij ons, en bij Richard ook is dat al die andere niet zo goed waren als ADE of Eurosonic ofzo.​ En dat sijpelde door op kantoor en hoe er over dat soort conferenties gesproken werd. En wat jij net ook al een beetje aangaf dat dan, naja dat beeld kreeg ik dan mee van mijn management, en dat werd ook een beetje hoog gehouden door hun.

Dat het voor die andere conferenties veel toffer was dat wij daarheen kwamen, dan andersom.

Het is wel officieel concurrent maar er werd wel een klein beetje minachtend naar gekeken. Van ja die conferentie, en ja dat programma is niet zo heel sterk. Het is wel leuk hoor, en er zijn ook wel toffe borrels op donderdag, zo werd er een beetje over gepraat vanuit Buma.

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Certain (rangorde) qua aanzicht.

Zien jullie er dan ook geen meerwaarde in om daarheen te gaan om te netwerken.

Ja voor het ​netwerken an sich wel​, ​de mensen die daar komen wil je wel gewoon spreken​.

En zoals je al aangaf heb jij zelf tijdens ADE niet echt veel tijd om te netwerken.

Ja precies, daar gaat het wel ​uiteindelijk om dat je de mensen die je wilt spreken kunt spreken​.

En dan maakt het niet zoveel uit wat voor ​workshops, seminars of borrels ​er zijn. Als dat uiteindelijk resulteert in dat jou ​netwerk​ daar ook is zodat je ze kunt spreken. Dat is het belangrijkste eigenlijk.

Wat ik mezelf ook wel heb gerealiseerd de laatste jaren als je zelf zo in die bubbel zit. Dan is alles gewoon normaal ofzo en ik heb nooit heel raar gevonden omdat ik toen ik 24 was kreeg ik daar gewoon een goede functie als en dan tegelijk zijn mijn leeftijdsgenoten de doelgroep van al die feestjes. En iedereen heeft dan zoiets van super vet. Maar ik zit vooral op kantoor te bellen en excel sheets in te vullen. Dus dat lijkt niet zo heel erg spannend ofzo maar aan de andere kant juist ook wel heel cool ofzo en dat merk je pas als je dan op zo’n IMS staat ofzo. Of als je het weer een beetje oprakelt.

Wat ook een interessant facet is vind ik. ​Is hoe je je personeel goed genoeg kan motiveren zodat je hospitality ook echt goed is weet je wel.

-

People often already have a network that they would like to meet up with in mind prior to going to the festival

Interview 9 Ryan Lopez Can you tell me a little bit about what you do?

I am an assistant to the chairman of BadBoy Records. Basically my day-to-day can range from A&R of music and meeting with producers. Also I deal with archival content. So anything from past producers to past artists, I am in charge of all of the older assets. Essentially I am just a liason between him and his brands.

You have never been to SXSW correct?

No I have never been Would you consider going there? Or why haven’t you been there yet?

Just ​schedule​, every time that I was supposed to go there something else was just going on with the music. I think I would go but only go in the ​interest of if I had an artist that I was really involved with that was there. I think I ​wouldn’t go just for the pure ​enjoyment.​ I think it would always be in work ​related situation.

-

only work related

Yea I see. Because I know you have been like out to Coachella and Rolling Out Loud this year.

So what are the reasons for going to those festivals instead of going to SXSW for example? ( note: knowing the subject gave me an advantage when trying to get certain info out of them) The reason we did Coachella was they we were just there t​o ​perform​. That’s the whole purpose that we were there. Any other year I think it was only for performances wise. So it was always ​work related​. But​ Coachella​ I would probably go for just straight ​fun​. Because now that I have actually gone and ​experienced ​it. It looks like you don’t have to be there, if you know the artists there or not.

What other reasons do you have for attending a festival.

I think the ​line-up​ is everything. Because if you have the right ​line-up​ for a festival that is going to be the main thing. ​Coachella did a pretty good job with bringing out artists that are not what you normally expect to be anywhere else.

And are there any work related motives that bring you out to festivals?

It depends on the crowd basically.​ I think that for an emerging artist is where I would see the best fit for somewhere like SXSW. For a big artist, to go back… I guess it depends on where an artist is at in his/her career. I think it’s always great for an artist to get that ​sort of exposure​ early on in their career. ​But I think after awhile it just loses its essence I don’t think it holds the same impact on the artist, or the same weight as it has once, like the first time you have been there.

Yes of course. Although when I was there, there were definitely artists in the same genre. I went to a French Montana showcase for example.

Yea even French Montana doing a show like that. I don’t know if French Montana with a big record that he has now is gonna go back to doing another festival like that.​ I think the game plan is to always try to, you know, do new things. ​I think it would have been different if he started there. If he started at a festival, then you want to go back but I think at some point you get certain festivals and you just have to do them but at a certain point in your career it’s just not something that you want to do every year. You want to be able to leave that, and come back to a festival in a few year whenever it is just like​ “Oh wow”.​ I think it’s good for a SXSW too,​ to not have the same people every year.

Sometimes go after the really ​hard artist to get​, that maybe Coachella is getting.

So what is the most important factor in the end?

I think at the end of the day, when you are going to a festival you are a ​paying for the experience.

No matter what ​experience​ is always going to take over everything.​ The one thing I think that SXSW does is bring a ​culture of just Austin​, and the ​culture of the people​ it’s ​like everyone feels like open arms with everything​. ​You go to all these open houses and everyone is just like that.

You know it’s just a real big ​community base.​ And Coachella it may have had that community base, but maybe because I was with an artist it felt like, it didn’t really feel like anyone had special treatment or anything like that. Coachella was just very strict in the way they were. They had this; It’s our way or the highway mentality like​. It wasn’t a really open arms feeling at an event. ​When you talked to the staff or anything like that it just felt like very (pressured) the way they handled everything at Coachella and I have never heard anything like that from SXSW. So just being able to ​experience of embracing the ​culture​ of what it is, is important. Not overselling what you really are and what you stand for.

So I could say that you have a good feeling about the festival in general?

Yea I think it’s great. I think it’s an ​awesome festival​.​ I think they do a great job. I am just really finding a lot of the young talent. I think they really like, when you to Coachella I think it’s always gonna keep the youth and the younger generation. And that’s important. I don’t think it’s ever gonna put itself in that age bracket. Because I think that you are always going to hear about new artist that are coming through there and there it might be the people that might just have gotten signed or might just be developing, or working on their projects.​ And I feel like a lot of people, or even artists that I know that aren’t signed . A lot of people go out there for that ​opportunity ​and just ​build within that artist community. ​So I think as far as new artists they are always going to have them be attracted to SXSW. Yes obviously they strive to discover new talent.

Yes that’s obviously what they do, and the​ do it the best.​ I don’t know many other festivals where new artists are like ‘oh yeah I wanna go there”. I feel like if you are on a Coachella sign, then you already made it. It’s like you already have got the Beyonce’s of the world. ​And I think SXSW is the real ​platform​ to build.( ) So one more question, if you wouldn’t have this job what reasons would you have for going to SXSW? If I wouldn’t have this job I think​ I would definitely go out there to ​meet people​. I think having my job, and being in the position that I was at always deterred me from going there, because I was already working for an ​established person who didn’t need to go to these things​ so. But when I was first starting out in music that was always a place that I wanted to go to. You know when I was in the studio recording you know a lot of acts that I was recording with in the studio were going to ​SXSW

to perform​ so I always wanted to be able to go. I just always missed out because I was still in the studio recording other projects. So yea, if I wasn't doing this job, ​100% I would go there.

Ok good, I think we got it! Thank you so much for your time​.

-

((Note; Different types of premium clients obviously have different types of expectations, values and so on. So even when the target group is already narrowed down and focused on premium business professionals it’s difficult to keep everyone's needs met. The more important however it is, to get an insight in everyone’s needs and expectations. So that decisions can be made consciously. With an eye on the needs it will fulfill and especially whose needs and expectations it will meet and hopefully surpass. ))

Interview 10 Albert Collell Could you tell me a little bit about what you do?

I am a CEO and founder of a startup that does electrical longboards based in Stockholm. We want to launch a product for commuters, and provide a new and different way of commuting.

Have you ever been to SXSW? No But you know about them?

Yes What are reasons for you to go to similar festivals?

My expectations when going to a festival would definately be to ​meet people, networking with people,​ to​ ​learn​ about ​trends and design​ and be able to talk about that with people that I meet. As well as with the ​fashion industry​ and everything, and ​know what’s going on in terms of ​design that ​will help to develop my product in a nicer way​.​ So specifying the design and being able to sell it to the proper target group.

Is there anything that is important for you personally, when visiting a festival?

To ​meet the right people​ and have the ​festival attract​ the people​ that I am searching for. And that the festival ​promotes ​networking, activities,​etc. to meet all the ​relevant people​ that are at the festival.

So you expect a festival to organize events or meet-up where you can meet the right people and that is easy to attend?

Exactly exactly Do you feel like you expect the same every year?

Since I have never been there, I can not really say but maybe if it was only like networking activities I would also expect a little more ​trend (ing​), ​showrooms​, ​activities or workshops​. More activities where you see the latest in ​music​, ​the last in fashion and tech​ and all this kind of stuff.

And is there any topic in particular that is important to you or your brand?

Not especially but it’s more about seeing how what the ​people​ over there are in to at the moment and then trying to implement that into my product. ​I just want to see where the people are going to, what direction that they are taking.

And how do you look at what direction people are going?

I guess just standing in a crowd and observing them, ​meeting new people​ and talking to them that’s how you figure that out. Just by looking at the way that they dress, the way that they behave and the music that they listen to. It’s everything Do attend any other networking events yet?

No actually not big events, just more personal and smaller groups.

What would be the difference in attending a bigger event?

Learning about things​ that I didn’t know yet, ​hearing about new products​ in the market. ​Looking at what all the trendy people are wearing and what they are buying etc. That helps with the creativity in ​creating my future products​.

Interview 11 Ben - Greenman Can you tell me a little about what you do?

So I am the creative director of a company called Plumpot, which runs a music festival that’s been happening in the break and beacons in Wales for 15 years called The Greenman Festival. And my main role for them is as the curator of the music and the cinema, curation of such organizing the program, booking all the bands and ensuring that I am going to collate a lineup that is going to sell the festival out. And the festival is a 20.000 capacity festival. It’s a good, very manageable style festival.

How many times have you attended SXSW? I think I have been to 6 Did you go this year as well?

No I didn’t Was there any reason for that?

Why not? I just felt that personally I wanted to do less things abroad this year. I just wanted to. I love it and I am so lucky that I get to travel with work obviously but at the same time it’s also nice to stay home sometimes. I think if you are going abroad for work maybe 4 /5 times a year. And in my head I was like, I am still up for it, ​but I want to try some ​different ​things out.

Did you? Or do you have anything planned yet?

I was supposed to go to Pukkelpop, I am going to Glastonbury next week. And I went to The Great Escape here, which is on the music side of it probably the closest equivalent of SXSW as of showcase music. So maybe more like domestic things rather than the international side of it. But it used to be nice. Like every year I would go to SXSW, I would go to CMJ, and Meadem ( meetem) But this year it was nice doing something different. I have also just bought a house. Having to do kind of life stuff instead of the music stuff.

-

Pukkelpop, Glastonbury, ​The Great Escape , ​CMJ, Meadem

What reasons do you have to visit a festival (SXSW) You know I think when I first started doing it, and when I started to travel to SXSW it was sort of the unknown​. You know I was really just dipping my toe into it and being like ”I am so excited to be going to America for work. First time that I went to SXSW, the first thing I remember was that​ ​I really didn’t know what to expect.​ Because I was quite fresh, I was green to the music industry. And then I got there and then it was obviously ​overwhelming​ ​the ​sheer scale of how many shows there are and how much music there is.​ It’s phenomenal. So it was mainly that I ​wanted to see bands​, because I book a lot of international bands​, I book a lot of north American bands. American and Canadian. So kind of an ​opportunity to see these new bands perform​. And as a ​music lover​ it was that was kind of my prime thought. And then it was kind of the ​meeting people​, and ​strengthening relationships so networking. ​With both British agents, managers, labels​ and everyone that travels over there. It’s like strange because you can based in the UK, and obviously it’s a HUB for the industry, but you don’t meet everyone. But everyone will travel to somewhere and because you are just kind of in this (paul)

of the music industry and you just kind of bump into everyone all the time. And you often do your best kind of meeting and networking internationally rather than nationally. So that’s what it became, ​it became about the showcases obviously​ and ​then it just really kind of strengthened my relationships​ with people that I might ​have met fleetingly or new people​. And American managers or American labels. ​It’s just those opportunistic moments where you get invited to something.

And often the best relationships are formed over a beer. That’s what SXSW is great for​.

So kind of randomly meeting people?

Yes because often you’ll be with someone you know and you go out together. And then they know someone and I know someone and then your (paul/poll) instantly ​grows and strengthens​. ​It’s such a kind of personable industry, music ,it’s all about relationships​. So it’s an opportunity to meet people and they can be like oh cool, or more like you are a dick and I never want to speak to that person again. Which there are a lot of in the industry. ( American people are kind of robotic, personalities can be a bit stiff. - work mode - because it’s their work life - no holiday ) You just told me about your motives for going in the beginning, do you feel like your motives have changed over the years?

Yes definitely, I can remember trying to listen to all the bands in advance and making like really rigid schedules to stick to. Like I have to hit this place, and then I am running over here and I have to be there later… And now it’s just very much like, I am going to get tacos here and then I am going to get tacos there and then I am going to have some BBQ there and then I am going to have a beer there.

And then whatever I get to see in between.​ And that’s just pretty much how I get my schedule in place for SXSW. Or any kind of industry things really, it’s much looser now.​ I suppose when you first do this sort of thing, and the company is paying me to go over there or whatever, I want to ensure that I am giving the company bang for its buck. I don’t want to take a piss. So obviously you want to see all and do the meetings but it just like exhausts you and you just burn out and don’t get as much done anyways. And my way of working is just generally do everything when I need to, and not always to schedule. And like you said,​ A ​ ustin works much better like that and when you get the city a little bit…

Yes I guess for first-timers it’s a difficult festival to get the hang of.

It’s crazy, it really is. You know it took me ages to realize Britain doesn’t operate on a grid system on the streets. So you know, I just didn’t even get it, first st, second street, 3rd st.. and then the second year I was like oh this is really simple. It’s just navigating around it. But yea it has developed in something a lot different anyways.​ My schedule is a lot looser but as fruitful generally.

Ok good. And do you feel like you also want to attend the panels or is it mostly for the music.

Again the​ first couple of years I went to the panels​. And now I flip through the panels, you know the schedule of the panels. And just check for ​something​ in particular ​that really stands out​. you know, SXSW is an innovation festival.​ Y ​ ou want to hear about things first at SXSW.​ And I think they do that really well. ​But in ​this day and age obviously you can see everything all the time.​ It’s available just at the press of a button. And you know, just tapping into newsfeeds, notifications etc. it’s all just there.​ Seeing a panel is obviously way more organic, and kind of real.

You do absorb things far better I think where you are seeing the passions, and emotions from somebody speaking about something. But it’s easy at the same time to sort of absorb that information

through other means. Also I was often still hungover during the panel. And also the ​emergence of the day-time showcases​ and stuff it felt​ ​more important for me​ to be at them instead of a panel.

I can see that, especially if you feel like you can get a lot of the information yourself.

A lot of it you can, and you sometimes I read something and I will be like wow that sounds cool. But then a lot of the times it talks about marketing for music and record labels. And all this stuff, it’s things that I am always aware of anyways. If it involves an area that I am interested in then I am always looking out for that kind of information. So it’s often stuff that I might have heard. If it’s a​ key speech by an incredible musician or an actor or something. Then I will try and get to that for sure.

So I have a question for you regarding meeting people. As you are aware of, in 2016 SXSW hosted this festival meetup BBQ. Do you feel that it had any added value compared to meeting people spontaneously throughout the festival?

No I think to have ​prearranged gatherings​, I think that is a really nice idea. Because you can often know someone’s name, but you can’t put a face to a name. ​So it maybe accelerates the meeting process. You thrown into a situation and it’s helping business. I think in the end of the day, putting people together is aiding business. So I think it was helpful,​ when I was at that specific meetup, I did meet people from around the UK festivals who I hadn’t met before and we are still in touch now and when we are at showcases and industry things, you know we look out for eachother when we meet up. So that’s a valuable thing. So it’s more of a kind of relaxed basis, you know it’s some hospitality and a BBQ and it’s good. Yea it’s great. I would always see the benefits and positive side of that.

I think having these industry related ​meetups​ is good for everyone. There is knowledge to be shared and far easier to share knowledge in person. That’s how I find it, rather than tapping on a device. I would much rather speak to someone face to face. And so much gets lost in the digital world too.

To kind of summarize all, do you have any values that really stick out for you?

So it’s ​discovery​.

This is in regards to music?

Discovery mainly with regards to ​music​. You know I have seen a couple of ​films​ at SXSW as well so you know it’s not only music. It’s music and film. You know the word discovery can obviously lend itself to everything. You know it’s ​relationships​, it’s meeting people. I think discovery is definitely the main value that I would attach to SXSW.​ It crosses over and you can adapt that to all that.

What do you think the value for a premium client would be?

I think the value for a premium client would be the ​expectation that the festival is cutting edge of everything. That’s what a premium client of SXSW or any client, including myself, would want.

The cutting edge of​ technology​, ​music​, everything that it puts next to SXSW.​ You want to go there and be like that’s new, that is new, you want it to be discovering things that you haven’t read about already. Things like that, you want to meet people. It just needs to be cutting edge of everything.

Do you think about these things too in regards to Greenman?

Yes of course, ​I want to be an innovator, I want to be better than anyone else​. I am competitive. I want to ensure that the quality of what we produce, is the best. ​And it’s important to look at other companies. You can’t just look inwardly, you have to find inspiration elsewhere. And I think that’s what SXSW should be, an​ inspiration​. And inspiration in not only positive directions but negative direction as well.

Negative in which way?

You know it’s a very populist festival, you know it’s that way... I know that internally, because obviously I know Lizzy and stuff. I know a little bit of an insight into the politics involved with the festival. It’s just kind of the ​struggle​ with maybe making it ​too branded or not too branded​. The antivisist is kind of the opposite of what we do as Greenman, because we are completely unsponsored. So no branding apart from our own art work, that’s all that we have got on the site, and in our programs and advertisement and everything like that. So what I was saying, inspiration positively or negatively, you know I can go there and see all of this stuff and you know​ it just kind of emphasizes my beliefs that we are doing the right thing with our brand.

By not doing what they are doing?

Yes by not doing what they are doing, and it’s really important at the same time to look at all these brands and see and be like; “ A mcDonald's stage, that is awful” etc.

Do you feel like that has something to do with their culture as well? It also feels more American to do such a thing.?

Well that’s the thing, they also think that Starbucks is a cool brand in America, they are like it’s a nice independent little company. They do really good coffee, it’s shit. So you are right, you are totally right but I think if something is sponsored everything is spreading, it’s definitely in Europe there is a lot of beer sponsored festivals, but I guess the sponsor is definitely a bit softer than a fast food sponsor.

So to conclude?

My SXSW ​experience​ has all in all been really positive. I always go with a different group of Brits and we always align a good group of people to sort of meet new people through each other.

So one last question. Do you look at any other festivals for inspiration?

Yea, Glastonbury. You know that’s pretty much it I would say. Because ​Glastonbury​ is the king of all festivals.

I haven’t been out there.

Yea you should def go, well it’s not on next year, but the year after. No it takes a fellow year occassion. And fellow means that they let the land recover because it can get a bit trashed.

(Note; people are already on the quest for 24/7 content, trends and information about topics that they are interested in or that they want to be professionals in.)

Appendix 2 EXPERIENCE Independent Codes

Stated By Respondent

Main Codes

“Coming together of all the important aspects in one” Motives

1-7

7​ mentions of experience in regards to ​motives

“Complete Experience (art, performance, gastronomy)” Motives

1-7

6​ mentions of experience in regards to ​values

“New Experiences” - ​Values

1 - 2 - 11

4​ mentions of experience in regards to ​wants

“Experience” - ​Motives

2

3​ mentions of experience in regards to ​expectations

“5 Dimensional Experience” Wants

2

2​ mentions of experience in regards to ​prior expectations

“ Immersive Experience” Wants

2

3​ mentions of experience in regards to the ​experience overwhelming

“New Experience” Expectations

2

“​Overwhelming​” - ​Experience

3 - 7 - 11

“Overwhelming” - ​Prior Expectations

8

“Good Experience” Expectations

4

“Experience as much as possible” - ​Prior​ ​Wants

4 - 11

“Experience provides so much value to a company”- ​Values

6

“Big and diverse” - ​Motives

8

“Overall experience is influenced by unofficial events” -​ Prior​ ​Expectations

8/​ 8

“Not being taken out of the VIBE” - ​Values

8

“Experience always takes over

9

everything” - ​Values “Paying for the experience” Motives

9

“Good experience”Experience

11

OFFERINGS​ - ​MUSIC​ Independent Codes

Stated By Respondent

Main Codes

“Opportunity to see ​multiple artists at once ” - ​Motives

1 - 11

9​ mentions of music in regards to ​motives

“Getting to know ​new​ Music”Expectations

1 - 2 - 10

10​ mentions of music in regards to ​expectations

“Getting to know ​new​ Art” Expectations

1-4

6​ mentions of music in regards to ​values

“Getting to know ​new​ Film” Expectations

1

2​ mentions of music in regards to ​prior expectations

“​Best​ Performances” - ​Values

1

1​ mention of music in regards to ​wants

“​Type​ of Music” - ​Motives

1 - ​2

1​ mention of music in regards to ​experience

“Interesting mix “(Film, Music, Comedy) - ​Motives

1

“Music was different than Expected” - ​Prior Expectations

1

“Best Performances” Expectations

1

“Music”- ​Motives

2

“Line-up” - ​Motives

2

“Relevant Line-up” - ​Values

2

“New Line-up every year” Expectations

2-9

“Musical journey” - ​Wants

2

“Music” - ​Values

2-8

“New Music”- ​Motives

4 - 11

“Live Music, Good & Bad Parties- ​Prior Expectations

5

“Amazing, good music” Experience

5

“having the right line-up is the main thing - ​Values

9

“Discovery of music and film” Values

11

“Cutting edge of everything musically” -​ Expectations

11

PARTY Independent Codes

Stated By Respondent

Main Codes

“More parties than expected”Experience

5

5 ​mentions of party in regards to ​experience

“Best place to meet people mostly at industry parties” Experience

5-7

2 ​mention of party in regards to ​values

“Love the aspects parties of SXSW” - ​Experience

3

“Great to strengthen relationships at”- ​Experience

3

“Quality time, attending concerts and extra events” Values

6 - 11

CONNECTIONS Networking - community - friends Independent Codes

Stated By Respondent

“Networking” - ​Expectations

1 - 7 - 8 - 10

“New friends” - ​Expectations

1 - 10

Main Codes

“Relationship Driven” - ​Motives

2-5

“Existing friends” - ​Motives

2-5

“Business Driven” - ​Motives

2

“Most valuable are the network opportunities” - ​Motives

3 - 3 - 7 - 8 -10 - 11

“Networking” - ​Takeaways

3

“New business relationships” Takeaways

3-3-3

“Community” - ​Values

4

“Community” - ​Motives

5

“Relevant, high impact people” - ​Experience

5

“Exchanging/ Sharing ideas”Values

5

“Network with potential clients” - ​Motives

6-6

“Network with existing clients” (Main) ​Motives

6-6

“Most valuable is the facetime with (primary) clients” - ​Values

6-8

Building close friendships from work connections is priceless”Values

6

“Importance of meeting people during down time” Expectations

3-6-7

“Best place to meet people while walking around or having a drink” - ​Experience

7

“New useful contacts” Takeaways

8-8

“Big community base in Austin”- ​Motives

9

“Building within that artist community” - ​Motives

9

“Meet people” - ​Motives

9 - 10 - 11

“That the festival attracts the

10

right people” - ​Expectations “That the festival promotes networking activities etc to meet relevant people” - ​Values

10

“Strengthening Relationships”Motives

11

“Organized Industry related meetups”- ​Values

7 - 10 - 11

SELF PROMOTION Independent Codes

Stated By Respondent

“Promoting company” Motives

7

“Promoting Diversity” (women in tech) - ​Motives

7

“Create visibility at each other’s events as a business” Motives

8

“Promoting Dutch Musical Rights abroad.” -​ Motives

8-8

“Motives would always be work related” - ​Motives

9

“Performance would be a motive” - ​Motives

9

“Exposure for new artists” Motives

9

“And I think SXSW is the real platform to build.” - ​Motives

9

Main Codes

INNOVATION Independent Codes

Stated By Respondent

What is new in Fashion Takeaways

1 - 10

Something new & Exciting Needs

2

Main Codes

“What’s New” - ​Motives

4

“What’s New” - ​Expectations

4

“What’s New” - ​Takeaways

4

“Innovation” - ​Values

4

“New developments” - ​Motives

6

“Upcoming trends”- ​Motives

6-6

“The game plan is always do new things” -​ Motives

9

“New Trends” - ​Expectations

10

“What’s new in design” Expectations Actionable Takeaways

10 10

“See and observe consumer behaviour” - ​Motives

10

“Discovery of things that you haven’t read about before” Values

11

“Cutting edge of everything” Expectations

11

CULTURE Independent Codes

Stated By Respondent

“Getting to know new cultures” - ​Takeaways

1

“Cultural Experiences” - ​Prior Expectations

5

“Good experience being in Texas” -​ Experience

5

“SXSW brings the culture of Austin, the culture of the people, welcomed with open arms; community base” Motives

9

Main Codes

SELF IMPROVEMENT/ PERSONAL Independent Codes

Stated By Respondent

Main Codes

“Get new perspectives” Takeaways

1

“Feeling like a richer, fresher person” - ​Values

2

“Trying to become an expert (VR) - ​Takeaways

3 - 10

“Learn and start new (personal) ventures” - ​Experience

6

“Becoming an expert”Experience

6-6

“Providing other attendees with value” - ​Future Goals

6

“Becoming a speaker” - ​Future Goals

6

“2 x Speaker at SXSW” Motives

7

“Host something next year, grow, or collaborate” - ​Future Goals

7

“I want to be an innovator” Goals

11

“I want to be the best, produce the best” - ​Goals

11

LEARNING Independent Codes

Stated By Respondent

“Learn” - ​Takeaways

1-4

“Learn from other festivals” Expectations

1-8

“Learn" -​ Motives

4-6

“Learn” - ​Expectations

4

“Learning + educational aspect 2nd most valuable” - ​Values

6

“From an educational standpoint, most of the takeaways are from secondary interests” - ​Experience

6

Main Codes

“Trying to soak up as much knowledge as possible” - ​Prior Expectations

6

“Already possess a lot of the knowledge” - ​Experience

6

“Actionable Knowledge” Future Goals/Hopes

6

“Learn about design” Expectations

10

INSPIRATION Independent Codes

Stated By Respondent

Know how to organize Takeaways

1-1-8

“Inspiration” - ​Motives

4

“Inspiration”​ - Expectations

4

“Integrate trends ( in marketing efforts)” - ​Motives

6

“Looking for good moderators, topics, sponsor activations” Experience

8

“Bands to book myself” Motives Actionable Takeaways

11

“Discovery, music, film, meeting people, relationships ” - ​Values

11

“Be inspired by other companies, SXSW should be that inspiration” - ​Expectations

11

“Also show me, how not to do certain things; branding etc.” Experience

11

Main Codes

11

AUTHENTICITY Independent Codes

Stated By Respondent

“Authenticity”​ - Values

4

Main Codes

“Being too branded/ sponsored” - ​Values

8 - 11

FUN Independent Codes

Stated By Respondent

“Different options to enjoy” Values

1

“I love going to the parties” Values

3

“Having a great time”​ - Values

3

“Fun” - ​Motives

4-5

“Fun” - ​Expectations

4-4

“Fun Memories” - ​Takeaways

4

“Wouldn’t go just for the pure enjoyment” - ​Motives

9

Main Codes

ORGANIZATION Independent Codes

Stated By Respondent

Best in organization Expectations

1-1

“Easy accessible Content” Motives

3

“Better System for VR”​ Future Expectations

3

“Messy, Long lines” - ​Future Expectations

3-4

“More purposeful activations”Experience

4

“ Educate better on complete offerings” - ​Future Expectations

4

“Transportation could be better”- ​Future Expectation

5

“Expect the hospitality and

8

Main Codes

accreditation to be good” Expectations “Hospitality should be great, such as info@, info packages, welcoming, touchpoint basically” - ​Values

8

“I am always paying attention to the organizational aspects because that’s what I do for ADE” - ​Expectations

8

“How to motivate your staff so that the hospitality is really good” - ​Expectations

8

PRICE Independent Codes

Stated By Respondent

Good prices - ​Motives

1

“I have accomplished my main reasons for going and spending money to go.”​ Takeaways

6

“Expensive to go there, far” Motivations

8

Main Codes

QUALITY/ CONTENT Independent Codes

Stated By Respondent

“Best Music Quality” Expectations

1

“Niche area of panels”​ Motives

3

“Quality Content ​outside​ of official programming”​ - Motives

3

“I want to listen to the best people, talking about the most interesting things” - ​Wants

3

“ Beginner - Advanced panels” -​Wants

3

Main Codes

“VR content”- ​Motives

5

“High Quality Content” - ​Prior Expectations

5-5-5

“Boring Talks”-​ Prior Expectations

5

“Good VR content” Experience

5

“Panel content has become less challenging” - ​Experience

6

“Content is already available online 24/7” - ​Experience

6 - 11

“As years pass, it’s less and less about expecting to learn a lot from panels.” - ​Experience

6 - 11

“Really cool sponsor activations”- ​Expectations

8

“Good and extra attention/ care for artists, paying attention to details” - ​Expectations

8

“The Core business is the conference” - ​Values

8

PHYSICAL ASPECTS Independent Codes

Stated By Respondent

“New Physical Aspects” (venue, decor, lasers) - ​Value

2

“New Physical Aspects” (venue, decor, lasers) - ​Future Wants

2

“Good venues” - ​Experience

5-5

“Good restaurants” Experience

5

Main Codes

CONFERENCE THAT YOU HAVE TO BE AT Independent Codes

Stated By Respondent

“It has become this conference that you have to be at if you are in this business”

3-3

“It’s just a unique flavor.

Different. Different people.

Different kind of events here.

Just a lot of great stuff.”

5

“Because our clients are spread out among different cities and states and we are based in Nashville. You know, we are not in the same cities that they are, so when you can come together at an event that’s relevant for both sides it’s kind of a win-win for everyone”

6

“Spending time with a client, agency or relationship that I can accomplish as soon as I show up in Austin for the Conference.”

6

“Unique combination. Blending media, tech and music.​So it’s not many conferences that brings anything that I love in one place.​” USP

7

“What makes a festival really good is the fact that other people from the industry are attending as well and a relevant line-up”

8

“I think that for an emerging artist is where I would see the best fit for somewhere like SXSW.”​ I guess it depends on where an artist is at in his/her career.

9

“And I think SXSW is the real platform to build.”

9

Meeting people, and strengthening relationships so networking. With both British agents, managers, labels and

11

Main Codes

everyone that travels over there. It’s like strange because you can based in the UK, and obviously it’s a HUB for the industry, but you don’t meet everyone. But everyone will travel to somewhere because you are just kind of in this industry.

“It’s such a kind of personable industry, music ,it’s all about relationships.”

11

LOOKING AT OTHER FESTIVALS Independent Codes

Stated By Respondent

“ So each year my expectations change based on what other festivals do and offer.” - ​Expectations

1

“I want to be an innovator, I want to be better than anyone else. I am competitive. I want to ensure that the quality of what we produce, is the best.

And it’s important to look at other companies. You can’t just look inwardly, you have to find inspiration elsewhere. And I think that’s what SXSW should be, an inspiration. And inspiration in not only positive directions but negative direction as well.”

11

Main Codes

IMPORTANCE BUSINESS & DOWNTIME Independent Codes

Stated By Respondent

“I definitely party and I love that aspect of it. Although I think that’s also business related haha, if you can party with an investor or whatever, your relationship becomes much better.”

3

Main Codes

“But that week of nonstop quality time, attending panels together, attending concerts and the extra events. And you know just everything that we experience in Austin because of SXSW is worth it for me because that relationship from a business standpoint provides so much value to our company.”

6

“I think that’s the best thing about festivals, that even though you are kind of calming down at night time you still have the opportunity to meet so many nice people.”

7

“I normally expect a lot networking ​throughout the entire day from the different workshops and forums that you would attend, to even at night time when you are just meeting up in the lobby or just going for drinks, and you never know who you are going to meet.

That’s what I like about festivals because all corporate and kind of big wigs are comfortable and in regular clothes, so you never know who you are speaking with.”

7

In the end it’s all about the music, you are still working and networking at night, but in a fun way.

8

“It’s just those opportunistic moments where you get invited to something. And often the best relationships are formed over a beer. That’s what SXSW is great for​.”

11

OTHER FESTIVALS/CONFERENCES MENTIONED Festival

Stated By Respondent

Sundance

3-5

Ultra Miami

1

Amsterdam Dance Event

2-8

Art Basel Miami

5

VR Conferences San Francisco, LA, NYC

5

The Great Escape

8 - 11

Primavera Sound

8

Sonar

8

IMS

8

Coachella

9

Glastonbury

11

FIRST TIME EXPECTATIONS Independent Codes

Stated By Respondent

“Honestly I didn’t really know what to expect.”

5

“The only thing that I have to say is that there is so much going on at the same time that you definitely miss a lot of things.”

7

“Overwhelming amount of events and invites, complex to plan out your itinerary. I expect it to big and quite time consuming to navigate.I do expect the hospitality and accreditation to be good. I am also expecting to find myself in a fun chaotic situation from the moment that I land ”

8

“First time that I went to SXSW, the first thing I remember was that I really didn’t know what to expect. Because I was quite

11

Main Codes

fresh, I was green to the music industry. And then I got there and then it was obviously overwhelming the sheer scale of how many shows there are and how much music there is.

It’s phenomenal. So it was mainly that I wanted to see bands, because I book a lot of international bands”

CHANGING EXPECTATIONS Do you feel like your expectations have changed over the years?

Independent Codes

Stated By Respondent

Yes, definitely. I feel like my expectations have changed as I matured. From a business standpoint but also from a personal standpoint, as I become more “sort of” an expert in our industry. So my expectations the first one or two years that I attended were more like trying to soak up as much knowledge as possible and then maybe a little networking. Whereas now, because I feel like I have a lot of the knowledge that I need to efficiently run our company and provide a high level of service to our clients, now that expectation has shifted more towards future business needs.

6

“I know that I could maybe help people who have the expectations that I had maybe 5 or 6 years ago. Leave with some new knowledge by being the one who is sharing that knowledge.”

6

“​I think it’s always when you

7

are a new company there and you have been a couple of times, it’s best when you bring people to you versus you going to them. ​Because it’s great when you get to meet people but to really ​control your

( Much knowledge and little networking in the past compared to already possessing most of the knowledge and finding more value in extending the client base by networking)

(Future expectations)

(Future expectations)

Main Codes

messaging and your brand at a big conference it’s always best for you to plan something​ vs. you just kind of, you know, randomly speaking to people.”

“You have to be different in the sense that you have to be better each year. You are showcasing that is happening in the industry at that moment which means that you have to be the hippest, newest, coolest innovative, music etc.”

8

“My schedule is a lot looser but as fruitful generally. Whereas in the beginning you are trying to plan everything out, which exhausts you.The first couple of years I went to the panels, but now not as much and it has become more about the music.

The first couple of years I attended the panels and SXSW is an innovation festival and you want to hear things first at SXSW, but obviously everything is already available at the press of a button all the time.”

11

SPECIALIZED NETWORK EVENTS Independent Codes

Stated By Respondent

“​I guess, is the only thing when you are going to a festival you wanna try to make as much as possible, you want to meet as many people as possible. So maybe figure out ways to do more specialized networking events for certain types of people that are looking for certain types of things. And hosting certain types of happy hours.”

7

“It’s important that the festival promotes networking, activities etc.to meet the relevant people”

10

“ I think to have prearranged gatherings, I think that is a really nice idea. Because you can often know someone’s name, but

11

Main Codes

you can’t put a face to a name. ​So it maybe accelerates the meeting process.

You thrown into a situation and it’s helping business. I think in the end of the day, putting people together is aiding business.

So I think it was helpful,​ when I was at that specific meetup, I did meet people from around the UK festivals who I hadn’t met before and we are still in touch now and when we are at showcases and industry things, you know we look out for eachother when we meet up. So that’s a valuable thing. So it’s more of a kind of relaxed basis, you know it’s some hospitality and a BBQ and it’s good. Yea it’s great. I would always see the benefits and positive side of that. “ “I think having these industry related meetups is good for everyone. There is knowledge to be shared and far easier to share knowledge in person. That’s how I find it, rather than tapping on a device. I would much rather speak to someone face to face. And so much gets lost in the digital world too.”

11

(komen expectations , motives and needs overeen)??

Were you able to achieve your goal/ takeaways?

Interview 1 - Yes

QUOTES Interview 1 Do your expectations of a festival change each year? and why?

Yes I guess so. I look for best in the organization (new products, food, control access...), because festivals have to learn from others. ​So each year my expectations change based on what other festivals do and offer.

Different perspectives offer new sensations inside the art.

Interview 2 Mostly music​, ​experience ​is one thing that definitely drives me. So a combination of ​experience ​and music ​works the best. And obviously it has to be a good ​line-up​ of artists definitely. So those are the three main factors that drive me.

Well it’s really difficult for me to go back to a festival if there is nothing ​new​ in it.

So what are you looking for in that experience? What do you want that experience to bring you when you visit a festival? ​Something new and exciting that I have not seen until today. Something that gives me and holds my attention to a longer span of time.

Just a really nice ​5 dimensional experience ​that really drives you to be there and that ​immerses you in that experience​ is what I am looking for. And a ​journey of music​, of what the artists play But other than that I would not go back to the same festival if there is no change of venue, if there is no change of ​lineup​, if there is no change in ​experience​ in the festival. It doesn’t have any core value for me.

Interview 3 I think as good as the programming is, most of the value I get out it actually happens outside of the convention center. The network opportunities, come from sponsored business events, more informal meetings, dinners.

Prior year really interested in the speakers/panels and that decreases, Did not know what to expect/ what I was getting myself into.

I would say that it’s definitely very ​overwhelming the first year​. And then you just start figuring out that you just need to decide that you can’t go to everything and you just need to start figuring out, you know, what best suits your interests.

You know it just becomes this conference that if you are in this space, you need to be there. Which is great for us, because it means that we have one stout shop where we have ​investors​, you know we have ​virtual reality producers​, we have p ​ otential hirers​, you know everyone is just sort of all in one place and it’s very concentrated. ​It has become this conference that you go to if you are in this space.

And now I like know what I am getting myself into. It meets expectations.

I definitely party and I love that aspect of it. Although I think that’s also ​business ​related haha, if you can party with an ​investor​ or whatever, your ​relationship​ becomes much better.

Interview 4 It used to just feel like chaos​...but this is also due to the fact that throughout the years I have come to better understand all of its inner workings.

Based on my last visits. expectations based on previous visits

The non badge holders that aggregate around the festival footprint sometimes cheapen the experience. Hearing gunshots is never fun when you're just trying to see a cool band or film.

-

Cheapened experience based on non badge holders aggregating around the festival.

Interview 5

It was to stay focused on the emerging ​Virtual Reality content​ ​community,​ and ​build relationships with both talent and clients​. And also to ​have fun​ and see my ​friends “Honestly I didn’t really know what to expect.”

Interview 6 That primary reason that I mentioned is specific to South By South West. So I definitely ​enjoy ​the festival aspect of SXSW, with you know all the ​concerts ​and events taking place but the primary reason that I go is more work related. So to ​learn ​and to ​network​.

Because our clients are spread out among different cities and states and we are based in Nashville.

You know, we are not in the same cities that they are, so when you can come together at an event that’s relevant for both sides it’s kind of a win-win for everyone.

Spending time with a client, agency or relationship that I can accomplish as soon as I show up in Austin for the Conference.

Is there anything that you feel like left some of your personal needs unmet.

Lately I think the past couple of years that I have gone, for our industry specifically, so social media related to music industry clients I feel like the ​content ​of the panels hasn’t been as ​challenging ​or cutting edge. I don’t know if that’s a fault of the conference itself or just because we are in that world, you know, working every single day so we are already ​so in touch with, you know all the updates and kind of the cutting edge of social media and the tactics being used​ ​that I don’t feel like I leave a lot of panels with actionable takeaways​. You know when a session is over and people are asking questions I wanna answer their questions instead of ask questions.

Yes, definitely​. I feel like my ​expectations have changed as I matured​. From a ​business standpoint ​but also from a​ personal standpoint,​ as I become more “sort of” an expert in our industry. So my expectations the first one or two years that I attended were more like ​trying to soak up as much knowledge as possible​ and then maybe a ​little networking​. Whereas now, because I feel like I have a lot of the ​knowledge​ that I need to efficiently run our company and provide a high level of service to our clients, now that expectation has shifted more ​towards future business needs​.

But that week of nonstop quality time, attending panels together, ​attending concerts and the extra events​. And you know just everything that we ​experience​ in Austin because of SXSW is worth it for me because that ​relationship​ from a business standpoint provides so much value to our company.

Interview 8 En daardoor heb je ook een beetje rare beroeps deformatie als je dan eenmaal op een andere conferentie bent, want dan ga je een beetje op dat soort dingen letten. Hoe hebben hun hun programma in de tijd gezet, en is dat dan in een makkelijk blokkenschema te lezen en waarom is er in het hotel niks te vinden over... . Kijk dat soort dingen ga je dan allemaal bedenken i.p.v alleen feesten.

Ik zit te denken aan dat dat een van de dingen is, dat je toch​ zichtbaarheid​ wilt op elkaars evenementen omdat je toch in dezelfde doelgroep zit. ​Want je mobiliseert een muziekindustrie en dat doen zij in Amerika en dat doet ADE in Amsterdam en dat overlapt natuurlijk grotendeels qua mensen.

Maar dan heb je​ secundair​ daaraan natuurlijk het stuk wat ik net zei, dat je zoekt naar ​contacten die voor jezelf handig zijn​ en dat je daarmee je eigen​ kennis vergroot over hoe je een succesvolle conferentie organiseert.​ En wat dan uiteindelijk natuurlijk voor ADE en voor Buma, en daardoor ook voor ADE belangrijk is. Is dat gewoon Nederlands ​auteursrecht internationaal gepromoot ​wordt.

What is important when attending SXSW, especially when you are both mobilizing the music industry is firstly creating a visibility for yourself as well as finding contacts that are relevant for you as company or individual. And secondly increasing your own knowledge on organizing a successful conference where SXSW has a leading role and serves as a success story. And finally, and probably the most important one for ADE, is promoting national acts (musical rights) that are promoted by bringing them along and having them perform at ADE hosted events during SXSW. Addressing the same subjects but at the same time still differentiate yourself.

Interview 9 I guess it depends on where an artist is at in his/her career. I think it’s always great for an artist to get that ​sort of exposure​ early on in their career. ​But I think after awhile it just loses its essence I don’t think it holds the same impact on the artist, or the same weight as it has once, like the first time you have been there I think the game plan is to always try to, you know, do new things.

The one thing I think that SXSW does is bring a ​culture of just Austin​, and the ​culture of the people​ it’s ​like everyone feels like open arms with everything​. ​You go to all these open houses and everyone is just like that. You know it’s just a real big community base.

So just being able to ​experience​ ​of embracing the culture of what it is, is important. Not overselling what you really are and what you stand for.

And I feel li​ke a lot of people, or even artists that I know that aren’t signed . A lot of people go out there for that opportunity and just build within that artist community. So I think as far as new artists they are always going to have them be attracted to SXSW. They obviously strive to discover new talent - Yes that’s obviously what they do, and the​ do it the best. ​And I think SXSW is the real ​platform​ to build.( ) Interview 10 To ​meet the right people​ and have the ​festival attract​ the people​ that I am searching for. And that the festival ​promotes ​networking, activities,​etc. to meet all the ​relevant people​ that are at the festival.

Learning about things​ that I didn’t know yet, ​hearing about new products​ in the market. ​Looking at what all the trendy people are wearing and what they are buying etc. That helps with the creativity in creating my future products.

Summaries Interview 11 - Ben

Ben also works in the festival Industry, for Greenman in the UK. He has visited SXSW 6 times so far.

But didn’t attend SXSW 2017, because he wanted to try out some different things and was ready for a change of pace, and he was going through some personal changes as well. He feels that music/showcase wise The Great Escape is probably the closest equivalent to SXSW. The king of festivals however is Glastonbury. Reasons to visit a festival have changed over the years and started with just wanting to explore the unknown. Now those reasons are mainly for the music and strengthening relationships, as well as meeting new people, so networking. Music wise it relates to being inspired and seeing the newest bands perform that he could then also book for the Greenman festival. And just being a music lover and discovering new music.

Another thing that has changed for him over the year is the need to attend panels. ​Whereas in the beginning you feel that you have to attend as much as possible, and learn as much as possible. Now he feels comfortable knowing that he probably is already aware of the information because it’s available online anyways.​ Except when it concerns a big keynote, musician or actor, then he would try to see the panel. He does however see the added value of attending the panels in person and seeing the emotions and passion of the speakers, it just doesn’t compete with the emergence of day-time showcases.

Something that has changed for him in regards to his expectations is that his way of scheduling has changed, it has become more loose but is still as fruitful as before. Knowing how the festival works, has changed his expectations in regards to what you can see in that amount of time.

The first time attending SXSW he didn’t really know what to expect and was overwhelmed with the sheer scale and the amount of shows and music. Which is what generally happens to first-times according to him. People often want to see it all and try to plan accordingly. However trying to make a schedule doesn’t really work.

The great thing about SXSW is that everyone travels there, so you can meet relevant people from the UK , as well as from the US. ​It’s just those opportunistic moments where you get invited to something. And often the best relationships are formed over a beer. That’s what SXSW is great for. ​Often you meet people through other people in your cirkel. He also states; “​It’s such a kind of personable industry, music ,it’s all about relationships.” “​SXSW is an innovation festival. You want to hear about things first at SXSW, and I think they do that really well.” “But in this day and age obviously you can see everything all the time. It’s available just at the press of a button. And you know, just tapping into newsfeeds, notifications etc. it’s all just there.”

Besides the codes other topics that were discussed were; the expectations as a first timer and feeling overwhelmed, planning, the relevance of the panels.

APPENDIX 3 Pilot Study

Quantitative Research Design The Quantitative data was conducted using a cross-sectional design. ​Which means that a survey and some statistical analyses have been used at one certain point in time.​ SXSW sends out a survey to their visitors every year after the festival. If this data is really used

however, is unsure. They don’t approach their premium clients that have not attended the festival, neither do they acquire in-depth information. Thus, this insight which is gained from the new analysis is of value to them.

The choice for a survey is based on the fact that it can reach a lot of SXSW’s 2016 registrants, so that the results can be generalized for SXSW’s population. The results of the Survey are used to define possible gaps. But more importantly also formed the foundation of this research by providing an insight in why the experience did not meet the registrants’ expectations.

Data Collection Quantitative Research The raw data collected from survey that had been sent out by SXSW is re-analyzed, using values and a framework based on literature. Using the disconfirmation/confirmation theory to analyze the following question.

Design How did SXSW Interactive compare to your expectations?

- Much better than expected - Somewhat better than expected - About as expected - Somewhat worse than expected - Much worse than expected Feel free to tell us why.

- (ANSWER) How many times, including the most recent event, have you attended SXSW? - (ANSWER) South By South West used an incentive to get the registrants to fill out the survey. They were automatically entered into a drawing to win one of two PAIRS of registrations to SXSW 2017 Validity and Reliability Given the fact that the survey had already been sent out by the organisation I had no real influence on the structure of the question. However the organisation has been sending out a survey already for several years, and it is also based on literature.

Because of the fact that this aspect, the quantitative research, is not the main research of this thesis the findings are generalized for SXSW’s population.

Appendix 4 Expectations Economy & Trend Research This way that this Appendix is structured is basically like its own research. It starts with a Theoretical Framework. The Theoretical Framework has been divided into two parts with one the one hand the Expectations Economy and on the other hand a Trend Research. The next chapter shortly describes the way the data was collected.

The Theoretical Framework discusses recent and up to date theories about the construct of Customer Expectations within the Expectations Economy that we are currently residing in, using the Consumer Trend Model. This extra research was added to really dive deep into the consumer’s expectations and motivations, by using information found and described in recent studies. The following theories dive deeper into today’s consumer, consumer behaviour and external influences. This is vital, because in order to fully understand and identify the factors that influence consumer behaviour, and in this case Customer Expectations, understanding the consumer and today’s economy is inevitable. The information is quite extensive due to the importance of these constructs for ultimately understanding the consumer and the influence it has on the Customer’s Expectations.​ ​Which has been used for the application or implementation of any piece of advice.

The next sub chapters discuss the following subjects; - The Expectation Economy - The Consumer Trend The finding from these chapters shed light on the factors that influence the Customer Expectations of today’s consumer in a new and more relevant way. These factors are also used to form the advice for South by South West.

1.1 An Insight into the Expectations Economy 1.2 The Consumer Trend

1.1 An Insight into the Expectation Economy The Expectation Economy ​An economy of ever-accelerating customer expectations, applied ruthlessly to every purchase decision, experience, and moment of attention.

Introduction Every festival wants to be successful and relevant in such an overly saturated industry. With so many options to choose from, the consumer tends to rely on their basic needs again in search of an authentic experience. In order to be able to offer this to your consumer, you need to understand them as well as what lies beneath the important consumer trends.

Whereas a couple of years ago we were still residing in the Experience Economy, we have now shifted to an Expectation Economy. (1998 Joseph Pine and James Gilmore) And it shows, the consumer of today’s economy makes decisions based on their expectations.

Which they seem to be raising at an ever accelerating rate, making it almost impossible to satisfy them.​ ​( Mattin, 2016 ) According to Alexander Osterwalder (2016), the challenge in all of this is to use trends in order to advance business models ( the foundation that keeps a company alive and able to create profit) while offering value propositions that attract customers and differentiate you from competitors. It’s very important here to keep innovating and to keep using the tools available to capture the shifts in consumer behaviour that are relevant for you as a company.

(Mason, Mattin, Luthy & Dumitrescu, 2015) The Expectation Economy “ ​Where experiences that few others can or have had remain a sure-fire status symbol, but due to the near overwhelming number of experiences available and the sheer number of people in pursuit of unique experiences, truly exceptional experiences are becoming hard to find, and often out of reach for those without limitless budgets.”

“Where the truly exceptional has become wholly unexceptional.”​ ​(Mason, Mattin, Luthy & Dumitrescu, 2015) The Changing Consumer The consumers of today tend not to see the exceptional for what it is anymore, they just see failure whenever it occurs. And they are constantly looking to have their needs and wants fulfilled at all times, and only when that is not the case, do we react. This commonly shared mindset has been described as the following by the authors of Trend-Driven Innovation; “ Astonishingly elevated expectations, set at the high water mark not of personal but of collective experience, and applied ruthlessly to each and every business, product, service, or experience available.” (Mason, Mattin, Luthy & Dumitrescu, 2015) This is when we can speak of the occurrence of ; Experience Cramming - where customer expectation around experiences - and what they need to offer- continues to ramp ever higher.

The Strands of the Expectation Economy; A quick recap here: “An economy of ever-accelerating customer expectations, applied ruthlessly to every purchase decision, experience, and moment of attention.”

The Expectation Economy can be divided into three Strands of Customer Expectation (Mason, Mattin, Luthy & Dumitrescu, 2015) ; Rising Quality, Positive Impact, and Personal Expression. Which has really complicated it for businesses to catch up with the curve of accelerating expectations.

1. Rising Quality​: The ability of new entrants to enter the market so easily and the very present need for transparency, have made for a consumer that keeps altering their expectations at an accelerating pace.

2. Positive Impact​: The rising and unavoidable awareness of the impact of your actions has left the consumer spiraling into a guilt trip over the negative environmental, social, and health impacts of our consumptions. This together with the rapidly increasing number of ethical and sustainable (start-up) businesses have resulted in an expectation that new products and services offer continued indulgence but without the guilt.

3. Personal Expression​: the material abundance in today’s society has resulted in a consumer increasingly prioritizing self-improvement and personal expression. The customer now wants to be more, instead of just wanting more. Status currency has become about knowledge, taste, reach and more.

Rising Quality There is no surprise that today’s consumer demands the highest quality and service, but their expectation of rising quality makes them almost impossible to satisfy.

The driving forces behind these rising expectations of quality are; - Transparency Triumph​; survival of the fittest with everything accessible online - Creative Destruction​; benefiting consumers with constant new innovations - Easy Experimentation​: of new services and products with less risk and more encouragement to experiment from virtual products and services. as well as an option for the consumer to experience physical products for less financial outlay.

Positive Impact Some of the most talked about brands today help the consumer escape the guilt spiral when consuming. These brands are ​altering and rising customer expectations​, as they embody the rising demand for products and experiences that customers can enjoy without feeling guilty at the impact that they are (wreaking) on themselves, society or the planet. Another shift that can be detected is, that consumers tend to lean more towards newer and unestablished, so called CLEAN SLATE brands when making decisions on whom to trust with delivering positive impact. (Mason, Mattin, Luthy & Dumitrescu, 2015) So to summarize it’s all about the ultimate search for a new consumerism, one with reduced negative impact or better yet positive impact while always striving to be the best version of yourself.

Personal Expression Today’s consumer doesn’t just want more and expects to have more, or just escape the guilt from their consumption, they really want to ​be​ more. Authors of Trend Driven Innovation state that there is a “ rising expectation among customers that consumption will deliver personal advancement, meaning and identity”. So they want something in return for their commitment to a brand, they want the brand to enable them to become the idealized version of themselves.

This movement on its own is not necessarily something new, think about the Quantified Self Movement, the ability to self teach with MOOCs (Massive Open Online Courses) Mindfulness, FOMO and the never ending supply of user-generated content. It is however very important to understand the underlying reasoning and personal needs of the consumer.

This abundance of self improving movements and user generated content all around has given the consumer something to think about; themselves and their relationship to the world.

(Mason, Mattin, Luthy & Dumitrescu, 2015)(Maxwell Luthy, 2017, Webinar) To dig a little bit deeper into this underlying basic human need, this need for personal expression is something that has been theorized before by psychologist Abraham Maslow, who in 1943 identified “self-actualization” as the final, elusive imperative that drives human behaviour once basic needs are met. (Mason, Mattin, Luthy & Dumitrescu, 2015) As stated in Trend-Driven Innovation; “ As material abundance becomes the norm, the drive to become their highest ideal of themselves becomes the key motivator of behavior.” Which means that making decisions regarding new products, services and experiences becomes inextricably linked to identity and self-improvement on a physical, mental, emotional and spiritual level.

A shift that has been picked up on by the writers of Trend-Driven Innovation is that the constant search for self-actualization is not just about being your ideal self, but also being seen as your ideal self by others; ​Status Diversification​.

3 status currencies that have replaced the status currency of materialism are; - Status Skills​; the acquisition and display of knowledge and expertise - Status Stories​; the need to share compelling stories via products, materials, services and experiences that (implicitly) speak volumes about their tastes and sensibilities.

- Online Status​; has amplified the digital status expression.

The importance of experiences versus products has been noticed before in 1998 by the inventors of The Experience Economy, Joseph Pine and James Gilmore. (Mason, Mattin, Luthy & Dumitrescu, 2015) They ​theorized ​the search for game changing experiences that brought along unique and amazing memories. Nowadays, this search for unique experiences has evolved and reached a point of oversaturation with a market full of experiences. The consumer is still pursuing unique and truly exceptional experiences, but they are getting harder and harder the find. So instead the consumer opts for an easier alternative; collecting, mixing and matching as many and as wide a variety of new experiences possibly. This personal collection of experiences is better known as ​Experience Cramming​. Not only do these experiences need to reflect the consumer, they also need to answer to the consumer’s ever growing need and expectation to do so. This is partially thanks to brands already catering to these constantly changing expectations. (Mason, Mattin, Luthy & Dumitrescu, 2015) So does today’s consumer still really value the experiences that that are collecting or are they just concerned with constantly finding the next experience?

Another observation regarding Personal Expression is that the need for it goes beyond just self-improvement, the consumer also feels the need for ​Connection and Community​ and wants to be feel part of something bigger than just themselves. They search for a more meaningful consumerism where they can be active participants (​Collaborative Economy​) and the ​Social Value​ has become more and more significant.

“In today’s affluent consumer societies, that drive means decision making on new products, services, and experiences becomes inextricably linked to identity.” which means that making purchases or attending events, these consumers are pursuing nothing less than the self-improvement- physical, mental, emotional, spiritual - that can help them transform into their ideal selves.” (Maxwell Luthy, 2017, Webinar) According to the writers of ​Trend-Driven Innovation​ (Mason, Mattin, Luthy & Dumitrescu, 2015) there are three core elements that should be taken into consideration when trying to understand consumer trends. These core elements are basic (human) needs, change drivers and innovations. These basic human needs often are the (grondleggers) of what a consumer expects. As stated by Mattin these consumer needs are wide and diverse; security, relevance, identity, social status, self-improvement, entertainment, excitement, connection, social interaction, creativity, fairness, honesty, freedom, recognition, simplicity, and transparency.​ These basic human needs are used throughout this research. (Maxwell Luthy, 2017, Webinar) David Bartlett - Chairman, Future Industries Fund Advisory Council “Some of the smartest thinking about the swiftest way to get the answer to what drives consumers in the hypercompetitive, hyperconnected era where the customer isn’t just always right, they are ahead of the commercial producer almost every time.” (Maxwell Luthy, 2017, Webinar) Summary For customers, the Expectation Economy is about increasing excitement, opportunity, diversity and value. Expectations of rising quality, positive impact, and personal expression mean that people are justifiably enthusiastic participants in an ever-accelerating cycle of expectation, consumption, meaningful impact, and yet more consumption. (Mason, Mattin, Luthy & Dumitrescu, 2015) So the customers are rising expectations because they feel confident about the fact that they can get the highest quality available in every purchase and experience. This goes together with belief that the ever-rising quality means the newer, the better. Consumers also tend to choose the so called CLEAN SLATE BRANDS over anything else. This results in more sustainable, ethical and community focused brands and consumption. Which also means that the consumer is feeling better about themselves, focusing on self-actualization and a clear conscience. And this results in the consumer believing that more consumptions leads to more positive impact and feeling better about themselves.

The Expectations Economy means an ever-higher customer expectation which is then applied to every purchasing decision. There are three fundamental strands of accelerating expectation. The coming together of these three strands for the Expectation Cycle.

1.2 The Consumer Trend As discussed before, implementing trends and understanding what lies beneath them can significantly help a company to stay relevant in an economy where the consumer keeps altering their expectations at an accelerating pace, which are getting harder and harder to meet. ​(Mason, Mattin, Luthy & Dumitrescu, 2015)​ Understanding the movement of their expectations however can create several opportunities for a company. So this chapter strives to do just so, and create an understanding of the construct of a Consumer Trend as well as creating a framework which can be used to analyze the consumer. This chapter also aim to create a basis for the creation of the practical advice for SXSW. (Mattin, 2016) What is a Consumer Trend?

According to the authors of Trend-Driven Innovation the definition of a Consumer Trend is as follows; A Consumer Trend is a new manifestation among people - in behaviour, attitude, or expectation- of a fundamental human need, want, or desire.

“Consumer trends are about consumers, how they behave, what they want, and how they view the world around them.” (Mason, Mattin, Luthy & Dumitrescu, 2015) Important for this research is getting to know these consumers, how they behave and what actually drives them to do so. (Mason, Mattin, Luthy & Dumitrescu, 2015) So really getting into those fundamental human needs, wants or desires is vital in order to get an insight into the consumer’s attitudes and expectations. This is done by having in-depth semi structured interviews.

And looking into the trends, basic human needs and expectations is so important because it unlocks opportunities. Understanding the changes that take place, the expectations and people’s behaviors and attitudes can help you as a company to deliver what they want. Key here is to look at other businesses first and at the consumers second.​ ​(Mason, Mattin, Luthy & Dumitrescu, 2015) The Secret to spotting trends and being ready to act on the opportunities that they present a company with, lies in ​identifying points of tension​ between what people ​want​ and what is currently ​available​. Which often results in the identification of a GAP. A Consumer Trend consists of 3 fundamental trend elements.

Fundamental Trend Elements 1. Basic Needs 2. Drivers of change 3. Innovations

Together these element have the power to start a new trend. This power has been described as tension created as the three elements interact with one another. ​(Mason, Mattin, Luthy & Dumitrescu, 2015)​ And this tension can be best identified by understanding customer expectations and by looking for gaps between what customers want-both now and in the future- and what they are currently being offered.

The ultimate goal is to hit the sweet spot, where all these elements come together, and where you beat customer expectations. (Mason, Mattin, Luthy & Dumitrescu, 2015)

(Mattin, 2016) Identifying the Underlying Human Needs Identifying the underlying human needs is needed to fully understand and/or anticipate any consumer trend. These basic human needs come together in the “Fundamental Trend Elements” and consist of the following; Entertainment, Relevance, Excitement, Connection, Honesty, Fairness, Self-improvement, Social Status, Social Interaction, Creativity, Love, Simplicity, Recognition, Identity, Freedom Security, Transparency (Mattin,2016) So as briefly touched upon before, these basic human needs that are such an important factor in establishing any trend, or in meeting the consumer’s expectations. Which have been theorized before by psychologist Abraham Maslow, (and his Maslow Pyramid). These basic human needs together with the other 2 core elements of a trend, set and influence customer expectations (Mason, Mattin, Luthy & Dumitrescu, 2015). The whole core of

understanding and applying consumer trends and customer expectation lies within really understanding your consumer. Therefore it’s vital to get an insight into human behaviour and the driving force behind it.

There are at least 5 main sets of goals, also known as basic needs. These basic needs are the physiological need, the need for safety, love, esteem and ultimately self-actualization.

These needs are set in this order and move up a scale when the previous need is fulfilled.

Besides these needs we are also motivated by additional conditions in which we can fully experience these needs. Understanding the way basic human needs work is important because depending on a person’s situation, these might be influencers of their expectations.

Another reason for discussing the theory by Maslow, is the fact that writers of Trend Driven Innovation refer to this hierarchy very often when trying to explain or identify consumer expectations.

Drivers of Change; Shifts and Triggers Without change there wouldn’t be any trends. And these changes can be analysed by looking at it in terms of Shifts and Triggers. Shifts are long term, macro changes that play out during years or even decades and give direction to consumer trends as well as shape them.

Whereas Triggers are more immediate changes that affect the emergence of a trend.

(Mason, Mattin, Luthy & Dumitrescu, 2015) Innovations Trends arise when external change unlocks new ways to serve fundamental human needs.

Emerging Expectations​; Anticipating newly formed customer expectations and trends as well as acting on them is what it’s all about. Understanding and sensing how the key elements come together will help to do that. It’s important to ​identify unmet customer expectations​, which will clarify which points of tension to focus on. This can be done by looking closely at other organizations’ innovations that are changing your consumers expectations. So what do the people embracing the brands, products, and even services that embody a trend, now want and even expect? This method is applied later on in this research.

A very helpful insight that was given by the authors of Trend Driven Innovation is to watch other businesses first when it comes to ​customer centricity​. This means knowing what customers will start to want by looking at businesses and products that people are lavishing love and attention on now! (Mason, Mattin, Luthy & Dumitrescu, 2015) These brands are the brands that drive the Expectation Economy by triggering points of tension and creating new expectations among consumers. So using business innovations as a source of future-focused insight, will create an advantage.

There are various types of non consumer trends, which is not what this is about. It’s important looking at the underlying motives.

- Social, political and economic trends (growing economic inequality) - Industry trends (Android vs Apple/ Low cost airlines) - New product categories (Drones/ VR)

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Fashion Trends (Normcore/Beards) Macro trends ( Aging populations/ Urbanization) Popular Trends (#trending / ALS ice bucket) Futurism (Self-driving cars / Intelligent robots)

5 mega trends for 2017 that have been elaborated on by TrendWatching 1 - Status Tests Which is the endless customer search for status. Where once status-worthy products have lost their sheen, and the Experience Economy has democratized. Consumers are now looking for status by proving their worth before purchase or commitment. Status tests are the the primary drivers of all consumer behaviour. As expected by the trendspotters of TrendWatching of what would happen in 2016, happened​: “​Brands deployed artificial scarcity, tested consumers' dedication, and hosted playful yet demanding stunts to separate the worthy from the rest. Momma was right when she said you'll appreciate something more of you earn it.”

This Trend is part of Parent mega-trend: ​Status Seekers​; “The relentless, often subconscious, yet ever-present force that underpins almost all consumer behaviour.”

2 - Contextual Omnipresence “Smart brands will focus on answering a meaningful equation: innovative channels + nuanced contexts = right place + right time."

This Trend is part of Parent mega-trend: ​Helpful​ — “Be part of the solution, not the problem.”

3 - Insider trading “Perhaps the most interesting implication of this trend in 2016 was how it impacted on-demand business models. Once hailed by Silicon Valley's tech utopians as the solutions to all our ills, the on-demand unicorns were hammered with accusations of exploitative, non-caring, pre-modern employment practices.”

This Trend is part of Parent mega-trend: ​Better Business​ — “Why 'good' business will be good for business.”

4- Beneficial intelligence “AI is about to ​destroy the world​ make life amazing.”

This Trend is part of Parent mega-trend: ​Ubitech​ — “The ever-greater pervasiveness of tech” 5- Perspective shifts

“Same price. New perspective. Playfully reposition your product or service in order to offer perspective shifts that shock customers into a radically new appreciation of the value you’re offering.” While the definition of value continued to evolve, brands, retailers, artists and a slew of nonprofits demonstrated that – with a creative enough execution – PERSPECTIVE SHIFTS are possible This Trend is part of Parent mega-trend: ​Pricing Pandemonium​ — “Pricing: more fluid and flexible than ever.”(Madanmohan Rao, 2017) Summary So to summarize there are three fundamental elements of a trend, identifying basic human needs, identifying points of tension and emerging customer expectations, which are where the key opportunities lie when it comes understanding trends, and the customer expectation that it brings along​.

2. The Expectation Transfer Data Collection In order to get an insight into the ​External Communication o ​ r the possible influence of other organizations on the expectations of South By South West’s premium clients (Expected Service and Perceived Service), as visualized in the Conceptual Model, research has also been conducted to gain insights in regards to ​The Expectation Transfer: ​when (other) innovators set new customer expectations and change what consumers will expect.

As Expectations are emerging at an accelerating speed, anticipating newly formed customer expectations and trends as well as acting on them is what it’s all about. According to (Mason, Mattin, Luthy & Dumitrescu, 2015) it’s important to understand and sense how the key elements come together and even more important to identify unmet Customer Expectations. Which will clarify which point of tension to focus on. Identifying these unmet Customer Expectations can be done by looking closely at other organizations’ innovations that are changing your consumers expectations.

This part of the research has a supportive function, and is used to help form the set of recommendations later on. The motives for conducting this qualitative desk research were further confirmed by statements from respondent during the in-depth interviews. Both respondent Alberto and Ben ( Appendix 1) pointed out the influence of other organizations on their expectations. Some of the other respondents briefly touched upon this determinant as well.

Respondent 1,​ Alberto Milagro​ states: ​“​So each year my expectations change based on what other festivals do and offer.”

Respondent 11, ​Benjamin Sid​ states the following: “​I want to be an innovator, I want to be better than anyone else. I am competitive. I want to ensure that the quality of what we produce, is the best. And it’s important to look at other companies. You can’t just look inwardly, you have to find inspiration elsewhere. And I think that’s what SXSW should be, an inspiration. And inspiration in not only positive directions but negative direction as well.”

Operationalisation For this part of the research both inductive and deductive methods have been used. Based on finding from the interviews, a selection of organizations has been made. Respondents mentioned several other (likewise) festivals and events in regards to their expectations, experience and values. These other festivals are the festivals that the respondents perceive as worthy to receive their attention. This resulted in an analyzation of these organizations.

On the other hand, a method has been used, where the main factor was identifying trends, innovations, unmet needs by looking at the relevant innovations/trends. This part of the research, has been designed to support the findings from the interviews, and increase the quality of this thesis.

3. Results: The Expectation Transfer Mattin (2016) mentions that, as a lot of other innovators have already stated before, that the key when looking for insights about the future wants of consumers is looking at the businesses and products that people are lavishing love and attention on now. Often these businesses are already taking the lead, think about Apple and a Whole Foods or new ​Clean Slate brands​ that have gained a huge following in a short amount of time. “These companies drive the ​Expectation Economy​ by triggering points of tension and creating new expectations among consumers” (Mason, Mattin, Luthy & Dumitrescu, 2015). According to them Customer Expectations are frequently raised without them having even personally experiences “the best”, but merely through knowing what standard the “best” represents.

This part of the research focuses on looking at clusters of innovations that might give an insight into the future needs, wants and expectations of SXSW’s premium clients. This happens by finding clusters of multiple and diverse innovations and extracting the underlying customer centered insight and by looking beyond the success or failure of a single innovation. (TrendWatching, 2017) A group of clusters and trends that might be valuable to SXSW is portrayed below. As well a brief explanation of the big trends of 2017.

AirBnB

And the ongoing trend of peer to ​peer to peer consumerism

Social Networks

And the ongoing ​search for connection

AVA,

Constant strive to be healthy by using AI, AVA is an intelligent eating assistant that helps users to eat more healthy Also the ​strive for Self-Improvement

Car2go

Continuous growth of ​the sharing-economy​, in this case (car-sharing) which allows users to rent vehicles by the minute

Google Pay

And the emerging power of ​Artificial Intelligence Internet of Caring Things​; smart objects designed to protect and care for people, it’s about how technology enables innovators to service people’s basic needs in new and better ways.

LeanIn,

Fempowerment​; a personal goal of Tiffanie Stanard,and a big part of SXSW’s programming.The overthrowing of gender stereotypes and promotion of female empowerment. LeanIn is a nonprofit organization to inspire women to achieve their goals.

Pantene

And their campaign about different labels being given to women and men in the workplace as part of the trend ​Fempowerment​.

IAmElemental

And their female action figures, designed to reinterpret the traditional action figures while providing positive and empowering role models for young girls: ​Fempowerment​ The names of the action figures are for

example Bravery, Energy, Honesty When looking at the innovations above note that innovations that reflect changing social norms can be powerful indicators of emerging consumer trends. In the year 2017 an evolution has taken place in the consumer arena, but the innovators of how trends emerge remain. (Mattin, 2017) The ultimate STATUS currency for this year is ​Self-Improvement​. A value and factor that was also picked up when analyzing the interviews.

The following examples, are examples of the trends described in the Theoretical Framework of this Research. So an explanation of the trends can be found there.

2017 1. Everlane​: Apparel brand’s exclusive Instagram account accepts 100 new followers per day. To be ​authentic​, and to only accept real followers - a contra movement of all the abundance on social media.

2. The North Face Korea​ celebrated the outdoor brand’s 50th anniversary with a pop-up store. Shoppers that tried to purchase the McMurdo parka were asked at the register if they wanted to have it for free. Those who answered ‘yes’ were presented with a 120m zipline that they had to ride to checkout without paying. The North Face: Shoppers surprised at checkout with a daring opportunity, which is a clear example of a ​STATUS TEST​ deployed on unsuspecting consumers for a maximum impact.

3. Adidas and Parley​: Sneakers can be won by proving environmental commitment.

This trend goes beyond testing dedication to a brand or product. Initiatives can also provide participants with the opportunity to demonstrate their value: ​STATUS TEST​.

4. WaterAid​: Swimming lockers encourage people to donate clean water. January 2016 saw WaterAid begin trials of the Hope Locker in London. The special lockers were installed at swimming pools, where it’s common practice for people to use a GBP 1 coin to pay to store their belongings. When individuals returned after their swim, a video inside the locker asked people if they had swallowed any water during their swim and informed them while they were swimming, dirty water had killed one child every minute in the developing world. People were then asked if they wished to donate their coin to WaterAid. 5. Amazon:​ Dash Button expansion continues: Instant Gratification.

6. Qantas and Spotify​: ‘Out of office’ message features vacation photos and playlists.

7. Juno​: On-demand ride-sharing startup gives drivers equity, showing ride-sharing company CAN be good. Beta-launched in New York in May 2016, ride-sharing service Juno positions itself as the ethical alternative to Uber. Founder Talmon Marco says that half of Juno’s founding shares have been set aside to be issued to loyal drivers on a quarterly basis, ensuring those drivers share in the value created by the company. The company explains that: “Juno treats drivers better. Drivers treat riders better. Happy drivers, happy riders” 8. Starbucks​: First store dedicated to hiring deaf staff 9. LG Uplus​: Company introduces flexitime and bans late night work discussions 10. Meeka​: Watson-powered wedding planner offers assistance via chat interface 11. Bernie​: AI-powered matchmaker automates the online dating process

12. Oakley and Intel​: Sunglasses feature voice-activated sports coaching system 13. Pause​: Brand sends customers money instead of coupons 14. Tipping Point Community​: Supermarket customers overcharged in anti-poverty campaign to create awareness 15. IKEA​: SEO campaign repurposes homeware products as solutions to personal problems 16. No Ordinary Love​: Art buyers must pay double the price to reveal the maker’s identity