Also thanks to all the respondents, without all of you, this survey cannot be completed. This study is about the differences between Thai and American electrohouse music fan behavior and exploring the behavior of Thai electrohouse music fans. Today, EDM music is one of the most popular types of music that people enjoy and more people are starting to listen to this kind of music and it is starting to change people's behavior.
This study is about the differences between the behavior of Thai electro-house music fans and the behavior of American electro-house music fans, in order to explore the behavior of Thai electro-house fans. EDM is the music of the millennial generation, while baby bloomers had rock n roll and Gen X'ers had hip hop and punk to train their longing for rebellion and personal freedom” (Thierry Godard, March 27, 2015), so that's why to people in this generation starting to consume more EDM music. So it causes the rise of EDM music festivals today, which can generate economic growth in this area.
For example, EDC (Electric Daisy Carnival), an electronic dance music festival organized by the company Insomniac Events, made a huge profit in 2012. The author finds it very interesting how EDM music can become so trendy and successful so far that it motivated the author to conduct this thematic paper research. Discovering the difference between Thai EDM consumer behavior and American EDM consumer behavior.
To learn how the consumer behavior of Thai EDM fans differs from the consumer behavior of foreign EDM fans.
LITERATURE REVIEWS
Rise of the Electro Dance Music
Another way to prove that EDM is trendy is money that DJs make every year from their music that people buy and money that they make from attending the music festival. Ultra Music Festival in Miami served more than 165,000 attendees and earned $79 million in net tax revenue, making the music festival grow rapidly in the past few years. With high demand, many music festival tickets have been booked since the announcement and many festival tickets are sold out.
Nowadays, many Thai people are also interested in the Music Festival and many of them join the event already. The number of Thai people joining the music festival seems to increase according to the number of tickets sold by I Am Hardwell/Together Festival 2015 and Road to Ultra Thailand 2014. In 2014, Ultra Music Festival's first appearance in Thailand gained attention of Thai tickets for the crown and hers, a total of 20,000, were sold out before the show date.
I Am Hardwell/Together Festival, the previous music festival in Bangkok, which is the first music festival in Thailand to last 2 days for the show. In the end, this event can sell over 95% of all tickets, which is 20,000 tickets, according to 1.Thierry Godard, The Economics of Electro Dance Music Festival JUNE 22, 2015.
Electro Dance MusicConsumer Behavior
EDM fans also like to talk and share EDM subculture topics, such as DJ podcast and DJ mix, and they use these things as a tool to communicate with other people. Due to the high traffic of EDM music conversations, it makes a strong involvement of this group in the current social. Next factor is EDM music fan talk and share their idea about concert more than other music fan.
EDM music fan talk to other people about the concert more than 30% compared to other music fan. According to other criteria of EDM music fan behavior, high use of social media in EDM music is also a big place for people to comment, share their idea and give their review so that other use can visit can get awareness about it all. At a high level of communication, word of mouth and social media can bring attention to a lot of new people and can make them interested, which is why there are many EDM music festivals today.
Another factor, according to the Eventbrite Academy study, is that the average US EDM fan spend on drinks per night is $26, while the overall average US EDM fan spend per night is $81. The $81 they spent included $34 for tickets, $11 for transportation, $10 for late-night snacks and $26 for drinks. This data was collected and analyzed from over 10,000 events in San Francisco, New York, Los Angeles, Atlanta, Austin and Chicago.
The last factor is that the EDM fan is willing to share his personal life with other people. These people feel free to share their event even though it is the most personal thing in their life, such as their sex life and relationship with their family or friends. They also want to talk about their hobbies and things they do besides consuming EDM stuff.
They often talk about TV show, sports and other things of non-musical entertainment and all these things make them have more topics to talk to each other which leads to a strong relationship in a group of EDM fans. According to The EDM Audience Analysis by Eventbrite and Mashwork (https://www.beatswitch.com/wordpress/wp- content/uploads/2014/06/ Eventbrite_EDM_Social_Media_Listening_Project.pdf). American EDM fan is not artist centered and they are willing to look for new artist 2.
RESEARCH METHODOLOGY
Research Method
Data Analysis
- Demographic Data
- Behavior& EDM Activity
From the table below, it appears that most of the respondents in this questionnaire are men, which is 37 out of 50 or 74%. From the table below, it appears that most singles are 21-25 years old, which is 24 people, and that is almost half of all the respondents. From the table below, you can see that most of the samples' highest degree is bachelor's degree, which is 31 people.
From the table below, the majority of the respondent's income is between bath per month, which is 12 people, and it is almost a quarter of the respondents. From the table and chart below it shows that all the respondents like EDM and we can group all these samples into three groups. The first group is people who like EDM very much (answer 5) and there are 31 people out of 50 of the samples.
The second group is someone who likes EDM a lot (answer 4), which is 10 people and the other 9 people who like EDM (answer 3), which is the last sample group. From the table below, there are 41 samples that have attended an EDM music festival, while the other 9 samples have never attended. From the table below, you can see that 90.3% of the sample who like EDM a lot have attended an EDM music festival and 100% of the sample who like EDM a lot have also attended an EDM music festival.
On the other hand, 66.7% of samples who like EDM music have never attended the EDM music festival. From the table below, most of the samples think that acceptable price for EDM music festival regular ticket is around baths, but if most of the samples that much of EDM music think that acceptable price for EDM music festival regular ticket is around bath. From the table below, most of the respondents, 20%, think that the acceptable price for EDM music festival VIP ticket is around bathtubs.
The sample group, who like EDM extremely much, believe that an acceptable price for VIP ticket to the EDM music festival is over 5,000 bath. From the table below, most of the samples, 19 people, pay for their drink around 501-1,000 bath when attending EDM music festival. The table below shows that most of the sample is willing to participate in EDM music festival abroad if they have a chance.
From the table below it shows that 97% of the sample is willing to share their personal life with their friends and others and there are only 3 men who are not willing to share their personal life with their friends. From the table below, it shows that most Thai EDM fans post, share or tweet once every 2-4 days, while American EDM fans tweet an average of 11 times a day. From the table below, most of the examples, 23 people, think the nightclub is the most suitable place to have a world-class DJ.
From the table below, most of the samples that have attended EDM music festivals also attend nightclubs where there are world-class DJs.
CONCLUSION
For the price of a VIP ticket to the EDM music festival, most monsters think that an acceptable and reasonable price is around baths. When respondents participate in the EDM music festival, most of them spend about 501-1,000 baht, but people who are very into EDM tend to spend more money on their drinks than average. According to the literature review, the study shows that American EDM fans spend an average of $26 on their drink, which amounts to approximately Bt900.
The study also shows that if most of the samples have a chance to join EDM music festival in foreign country, they are willing to join, especially the extremely like EDM samples which are 29 out of 31 samples. Alternatively, the study also shows that a sample group that attended the EDM music festival also attended nightclubs where there are world-class DJs. A nightclub that most samples think and believe is the most suitable place to have a world class DJ.
RECOMMENDATION
