John was the co-founder of Sŵn, and this annual urban contemporary music festival occurs each October in venues across Cardiff. The FRG’s pilot project saw Cardiff researchers working with John Rostron and the Sŵn Festival. We have research skills in interviewing, large-scale surveys (online and face to face), digital diaries, social media analysis, community consultation and mapping in partnership with festivals and stakeholders. We have extensive experience in undertaking audience-focused impactful analysis examining festival experiences, histories and their environmental consequences. We have a track record in collaborating with festival organisers (including Hay Literature Festival, Glastonbury, Green Man, Swn Festival, National Eisteddfod and Goodway Festival of Speed) and an extensive network of key contacts in festivals, NGOs, national and local government (e.g. Since 2012, we have undertaken research on a range of UK festivals, including music, literature, culture and food. Our interdisciplinary research team has expertise in services marketing, consumer behaviour, social media and music fandom, heritage and contemporary archaeology, human geography and sustainability. This collaborative research has enhanced our understanding of festival audiences, their experiences and behaviours, and how festivals and festivalgoers can reduce their environmental footprint.
The group members have undertaken several festival studies including Sŵn Festival, the National Eisteddfod and Goodway Festival of Speed. We are also affiliated with the Creative Cardiff Research Network.
Our teamĬardiff University’s interdisciplinary FRG is comprised of staff from Cardiff Business School, School of Music, School of Geography of Planning, School of History, Archaeology and Religious Studies, and School of Journalism, Media and Culture. Festivals also present researchers with different platforms for engagement and the sharing of research through participatory methods. The FRG is keen to connect academic research with the experiences of festival goers, organisers, performers and other stakeholders. The key focus of the FRG is music and arts festivals members of the research group have substantial experience working with and at festivals such as Glastonbury, Green Man, Hay Festival and National Eisteddfod as well as food-themed events. Given economic, social and technological changes, the absence of large-scale gatherings, what will future festivals look like? How will they be organised, enjoyed, perceived and developed? And how will they impact on society and the environment? Our focus Research indicates that festivals have an important role for social cohesion and wellbeing, building a strong sense of identity and belonging amongst their loyal, multi-generational communities, and they can be activated as ‘agents of change’, for example in promoting greener and sustainable practices (Alonso-Vazque 2016, Powerful Thinking 2018). To their thousands of attendees and creators they are an essential part of British culture and form part of our intangible heritage. The value of festivals extends beyond their economic impact.
Festival organisers and audiences have become uncertain about future festival experiences, especially if pandemic response measures continue to affect large scale gatherings. During 2020, more than 250 events were cancelled or postponed (eFestivals 2020) with many further cancellations in 2021. Festivals can also have potential negative environmental impacts.Īs a result of the global coronavirus (COVID-19) pandemic, music and arts festivals have been cancelled on an unprecedented level. Prior to the coronavirus (COVID-19) pandemic, the UK music festivals and concerts market were worth an estimated £2.6bn with over a quarter of UK adults attending at least one music festival ( Mintel 2019). For example, in 2018, 338,000 domestic and 25,000 overseas tourists attended music concerts and festivals in Wales and spent an estimated £124 million ( UK Music 2019). In addition to their economic importance, festivals contribute socially and culturally, creating a sense of belonging and place, developing individuals’ identity and wellbeing through memorable experiences. Festival audiences continue to grow and the festival landscape, both urban and rural, is dynamic and diverse. UK festivals play a significant role in British culture and economy. The Festival Research Group (FRG) was set up in 2016 to bring together academics at Cardiff University with key stakeholders to undertake collaborative research on the festival scene, and to consider urgent questions on the future of festivals. Investigating the social, economic and environmental impact of festivals.
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