The Role of Digital Marketing in the Process of Musical Events’ Participation

This paper intends to study the importance of digital marketing to attract participants to musical events. We use the case of NOS Primavera Sound, and we analysed the 2022 edition, which contemplated 1126 valid responses. To reach our objective we ran a logit model and verified that the sociodemographic characteristics present a different impact on digital marketing tools (when compared to other means of communication). The results of this study established that participants can be influenced to participate in the music festival through various digital marketing tools while being sensitive to the two characteristics themselves.