Instagram as a Digital Touchpoint for Music Festival Participation: Understanding Generation Z Audiences through @thesoundsproject

Abstract

The rapid development of social media has transformed the way Generation Z accesses, interprets, and engages with information, including information related to music festivals. Instagram has emerged as one of the most widely used platforms due to its ability to deliver information in a visual, fast, and interactive manner. This study aims to examine and analyze the role of the Instagram account @thesoundsproject in fostering Generation Z's enthusiasm for participating in music festivals and to explore the contribution of Instagram as a social media platform in shaping such enthusiasm. This research employs a qualitative approach using a descriptive method. Data were collected through non-participant observation, semi-structured interviews, and documentation involving Generation Z informants who follow music festival Instagram accounts. The findings reveal that Instagram serves as a primary source of information for Generation Z when seeking information about music festivals. The visual content presented on the platform generates enthusiasm and shapes audiences’ initial expectations of festival experiences. Instagram is also utilized as an evaluative tool in the decision-making process regarding festival attendance. The study concludes that Instagram functions not only as a promotional medium but also as a space for meaning-making that bridges digital enthusiasm and actual participation among Generation Z in music festivals.