Date of Award

Spring 2021

Document Type

Thesis

Department

Music

College

College of Arts and Media

Primary Advisor

Dr. Daniel Gordon

Abstract

Live music performance, specifically in a contemporary and modem atmosphere, such as in pop, rock, and hip-hop musical genres in a corporate concert environment, is constantly innovating. As technology advances, so does its incorporation into live performance, marketing media, and digital music. Over the course of centuries, music listeners have enjoyed music of various genres through numerous types of media; however, what remains consistent in these avenues of musical exposure is the psychology of those listeners. This thesis aims to observe what consumers of music look for in live concert and digital music streaming environments, how performers have adapted and can continue to adapt to the needs of listeners over time, and technology's impact, such as through the introduction of digital music streaming platforms, on the presence of live contemporary music performances. A study, inspired by research conducted by Dr. Steven Caldwell Brown and Dr. Don Knox, was conducted regarding the digital music streaming and concert attending habits of listeners, as a means of better understanding the music listening preferences amongst college-aged students. One-hundred six students of a private Christian university participated. The results of this study implied the overwhelming popularity of streaming music and that prior concert experience would likely cause an increase in music consumption.

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