Festival-Kommunikation in Zeiten der Pandemie

Due to their event character and temporary nature, music festivals suffered immensely from the effects of the Covid-19 pandemic: from March 2020 into the summer of 2021, festival operations were recurring or even permanently interrupted due to closures as part of measures to prevent the spread of the virus. Many festivals had to be canceled or switched to streaming alternatives when possible. Recipients* were confronted with a bewildering array of stringent security measures, cancellations, or digital alternatives. While the entire cultural industry was challenged, festivals were particularly affected by the crisis, with entire seasons being cancelled by a single lockdown. From the point of view of communication theory, festival companies found themselves in permanent crisis communication for at least 2 years. Based on interviews with communication experts and heads of communication departments of classical music festival companies, the article depicts which paths festivals of different genres took in communicating with their stakeholder groups and to what extent strategies had to be revised during the course of the first pandemic year. Additionally, a digital media analysis demonstrates how recipients were addressed and included with participatory strategies. Using individual examples, the contribution demonstrates how festival communication differed depending on stakeholder groups. While (political) sponsors or artists who could not perform were primarily contacted personally, communication with visitors relied on new creative concepts and the diverse communication possibilities of social media platforms. The communication experts interviewed see the expansion of their digital offerings not only accelerated by the crisis, but also confirmed by numerous positive responses.