The following thesis brings a new perspective on innovation for the live music entertainment sector as a result of technological and social changes in recent years. The research process involves an analysis of concert design and the past, present, and future mutations of such events. The live music sector plays a key economic role in the music industry ecosystem and an analysis of the changes in consumption is necessary to understand the economic-statistical trends in the concert industry. In order to have a more in-depth and technical point of view regarding these steps, the thesis also includes an analysis conducted with Live Nation, a world-leading company for the production and promotion of music tours. The project process also includes a psychological and anthropological study to better understand the motivations of concert attendees, plus academic, theoretical research on the engagement of the audience both in live experience, and especially with online content. This focus on the use as a viewer is justified by new trends in the live music industry where technology is increasingly an enabler of innovation. With widespread lockdowns due to the pandemic, artists and promoters have been using new formats also exploiting the metaverse: a new reality that is already changing the world of music and performances. Based on these research results, Mwah has been developed: a digital product that aims to bring live concerts directly to the user. The project includes various contents focused on involving the viewer by conveying the essence of the live performance while being technically feasible and profitable for the producer.
La seguente tesi porta una nuova prospettiva di innovazione per il settore dell’intrattenimento musicale dal vivo in seguito ai cambiamenti tecnologici e sociali degli ultimi anni. Il processo di ricerca prevede un’analisi della progettazione dei concerti e delle mutazioni passate, presenti e future di tali eventi. Il settore della musica live svolge un ruolo economico fondamentale nell’ecosistema dell’industria musicale e un’analisi dei cambiamenti della fruizione è necessaria per comprendere i trend economico-statistici dell’industria dei concerti. Per avere un punto di vista più approfondito e tecnico riguardo questi passaggi, la tesi prevede anche un’analisi condotta con Live Nation, azienda leader mondiale per la creazione e promozione di tour musicali. Il processo progettuale, prevede anche un approfondimento psicologico e antropologico, per comprendere le motivazioni di partecipazione ai concerti, ma anche una ricerca teorica e accademica riguardo l’engagement del pubblico, non solo nelle esperienze dal vivo, ma soprattutto con contenuti online. Questo focus sul punto di vista del viewer è giustificata dai nuovi trend presenti nell’industria della musica live in cui la tecnologia è sempre più un elemento facilitatore di innovazione. Con i lockdown diffusi per la pandemia, artisti e promoter hanno utilizzato nuovi format sfruttando anche il metaverso: una nuova realtà che sta già cambiando il mondo della musica e delle performance. Sulla base di questi risultati di ricerca, si sviluppa Mwah: un prodotto digitale che vuole portare i concerti live direttamente all’utente. Il progetto prevede diversi contenuti volti a coinvolgere il visualizzatore trasmettendo l’essenza del live ma essendo allo stesso tempo tecnicamente fattibile e proficuo per il produttore.
Mwah could be your next favorite concert
Vallini, Luca
2021/2022
Abstract
The following thesis brings a new perspective on innovation for the live music entertainment sector as a result of technological and social changes in recent years. The research process involves an analysis of concert design and the past, present, and future mutations of such events. The live music sector plays a key economic role in the music industry ecosystem and an analysis of the changes in consumption is necessary to understand the economic-statistical trends in the concert industry. In order to have a more in-depth and technical point of view regarding these steps, the thesis also includes an analysis conducted with Live Nation, a world-leading company for the production and promotion of music tours. The project process also includes a psychological and anthropological study to better understand the motivations of concert attendees, plus academic, theoretical research on the engagement of the audience both in live experience, and especially with online content. This focus on the use as a viewer is justified by new trends in the live music industry where technology is increasingly an enabler of innovation. With widespread lockdowns due to the pandemic, artists and promoters have been using new formats also exploiting the metaverse: a new reality that is already changing the world of music and performances. Based on these research results, Mwah has been developed: a digital product that aims to bring live concerts directly to the user. The project includes various contents focused on involving the viewer by conveying the essence of the live performance while being technically feasible and profitable for the producer.| File | Dimensione | Formato | |
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Luca_Vallini_Thesis.pdf
solo utenti autorizzati dal 23/11/2023
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https://hdl.handle.net/10589/196477