Marketing Formats and Business Trends of Live Pop Music Performance in Thailand

Abstract

This study aimed to collect and analyze the marketing pattern used in Thai live concert
business, including to study Thai consumers' wants from the live concert and live concert trend.
The researcher used Mix-method research which applied qualitative and quantitative research
techniques. The research has been carried out by collecting interviews of board members from
the 5 live music concert companies in Thailand, analysis of news coverage of the concert business
from 2007 to 2016 and a survey of 242 live music consumers by the questionnaires. The results
of the study have shown that Thai entrepreneurs have used up to 17 marketing strategies in
applying. Mostly Thai consumers want to see the live performance from western artists and new
technology on stage. The most influencing factor for consumers to make a purchasing decision
was the artists themselves, and the 7 business trends were: 1) Reflection of society taste and the
upgrade of consumers' social status. 2) Adding new technology to create more joys 3) Creativity
and innovation to provide more self -expression. 4) The concerts should be either large or small
in size. 5) Only Thai consumers are not enough. 6) Synchronization is when a live music concert
is more than a typical music performance. 7) Union is the strength.This research can be the important
information for the entrepreneurs in the industry as empirical evidence for making
a business decision and be the knowledge for doing the academic study in music business strategy
in further.