Abstract

This paper focuses on music events and the phenomenon of solo eventgoers. Research shows that 54.4% of festivalgoers attend festivals alone or with one other person (Perron-Brault et al., 2020, p. 6). The NME (New Musical Express) has reported that a study by DICE found 65 percent of young people aged 18-24 have attended a music event on their own (Trendell, 2017). An exploration of online social media platforms demonstrated that a number of UK music festivals have pages and discussion boards dedicated to individuals attending events alone. Recently, academic research has looked at the experiences and choices of solo consumers specifically diners in the hospitality industry (Brown, Buhalis & Beer, 2020; Choi et al., 2020), the motivations for solo travel (Yang, 2021) and the anxieties and support networks associated with travelling alone (Karagöz et al., 2021). However, to date, the case of the solo eventgoer has not been critically explored in the events management literature. More specifically, there is minimal exploration around inclusivity of this growing type of eventgoer. To address the gap in knowledge this research study aims to critically explore the experience of solo eventgoers at UK music events.
In-depth qualitative interviews were conducted with 15 solo eventgoers. Data analysis has identified that whilst solo eventgoers attend alone, socialising remains important. Eventgoers escape from existing social ties which enables a deeper immersive experience. Overcoming the barrier of attending alone provides opportunities for freedom and flexibility in the experience. Overall, the study provides insights for event managers to consider inclusivity of this type of eventgoer in the design and management of music event experiences. Moreover, there are theoretical implications in that the case of the solo eventgoer has not been critically explored in the events management literature.