Alyssa Fisher

Crossing the Transmedia Frontier: the Growing Trend of Transmedia in Music Festivals in the United States Alyssa Fisher

This study documents and explores the emerging trend of music festivals that are incorporating transmedia narratives into their programming. Through a study of music festivals, the concept of transmedia, and the emergence of a transmedia aspect to music festivals, the reader will gain a background to the field. I will then expand with three case study festivals: Midpoint Music Festival in Cincinnati, Ohio, Treasure Island Music Festival, in San Francisco, California, and South by Southwest, a music, film and interactive media festival in Austin, Texas. Through attendance, observation, and interviews of those associated with the festivals, a few trends emerge. This study serves to document these trends, and the place of a transmedia festival in a wider culture of media-consumer interaction.