The Trend of

Festival Fashion
KCB 203 Assessment 2
Additional Documents
Jessie Grewar
Savannah Hallett
Lindsay Brennan

Table of Contents
References...............................................................................2
Appendices............................................................................... 3
Appendix 1 - Survey Monkey Survey....................................................................3
Appendix 2 - Survey Monkey Data........................................................................4
Appendix 3 Maroochydore Festival Interviews....................................................7
Appendix 4 - Ethics Package................................................................................ 10
Appendix 4.1 Transcript 1 Interviewee..........................................................12
Appendix 4.2 Transcript 2 Interviewee..........................................................13
Appendix 5 Group Work Contract......................................................................14
Appendix 6 - Team Agreement............................................................................. 16

References
Australian Government. 2016. Festivals in Australia. Accessed September 23, 2016.
http://www.australia.gov.au/about-australia/australian-story/festivals-in-australia

Chitty, William, Nigel Barker, Michael Valos and Terrance A. Shimp. 2012. Integrated
Marketing
Communications (3rd ed.). South Melbourne: Cengage Learning.

Corneo, Giacomo. & Jeanne, Olivier. 1996. Conspicuous Consumption, Snobbism and
Conformism. Journal of Public Economics 66(1): 55-71. Accessed September 8,
2016. doi: http://dx.doi.org.ezp01.library.qut.edu.au/10.1016/S00472727(97)00016-9

Jungle Love Festival. 2016. Likes. Accessed October 20, 2016.

https://www.facebook.com/pg/junglelovefestival/likes/?ref=page_internal

Jungle Love Music and Arts Festival. 2016. Jungle Love Festival 2016. Accessed October
3, 2016.
https://events.ticketbooth.com.au/event/JungleLove2016

McDonald, Matthew and Wearing, Stephen. 2013. Social Psychology and Theories of
Consumer
Culture. East Sussex: Routledge. Accessed September 25, 2016.
http://www.tandfebooks.com.ezp01.library.qut.edu.au/doi/view/10.4324/978020306
8038

Music Feeds. 2015. Heres How Much Money Soundwave 2015 Acts are Owed, Music
Feeds,
December 17. Accessed October 7, 2016. http://musicfeeds.com.au/news/heresmuch-money-soundwave-2015-acts-owed/#/slide/2

Purtill, James. 2015. Why Soundwave collapsed and what it means for future festivals.
Australian
Broadcasting Corporation, December 18. Accessed October 5, 2016.
http://www.abc.net.au/triplej/programs/hack/why-soundwave-collapsed-and-whatit-means-for-future-festivals/7042852

Red Deer Music and Arts Festival. 2016. Tickets Accessed October 5, 2016.
https://www.eventbrite.com.au/e/red-deer-music-and-arts-festival-tickets24983651775

Rosenberg, Jennifer. 2016. The Woodstock Festival of 1969. About Education, August
29. Accessed
October 5, 2016. http://history1900s.about.com/od/1960s/p/woodstock.htm

Sharpe, Erin. 2008. Festivals and Social Change: Intersections of Pleasure and
Politics at a Community Music Festival. Leisure Sciences 30 (3): 217-234.
Accessed October 5, 2016. doi: 10.1080/01490400802017324

Woodstock, 2016. About. Accessed October 5, 2016. http://www.woodstock.com/about/

Appendices
Appendix 1 - Survey Monkey Survey

Appendix 2 - Survey Monkey Data

Respondent 1:
Q1: 21
Q2: Female
Q3: Yes
Q4: Maroochy Music and Visual Arts
Festival
Q5: Close to home, friends were going,
good line up
Q6: Yes
Q7: The convenience of being close to
home unlike splendour or falls. Always a
decent line up
Q8: Love live music, hanging with friends
Q9: Small Festivals
Q10: Again, convenience. Also costs.

Q5: The line up was good, I've always

wanted to go and a friend recommended
it
Q6: Yes
Q7: The atmosphere was incredible and
everyone is there to have a good time.
You also meet a lot of people!
Q8: Good chance to see multiple artists
within the one place and whole
experience is exciting (planning, going,
setting up and being there)
Q9: Large Festivals
Q10: The larger festivals usually have
better, more well-known artists

Respondent 2:
Q1: 20
Q2: Female
Q3: No
Q4:
Q5: I was overseas for the majority of
quality festivals, and when I returned
home, I didn't have any money
Q6:
Q7:
Q8: I think the atmosphere is always
great and it's a good vibe. The line-ups's
are usually really good too. I love
spending time with my friends too!
Q9: Small Festivals
Q10: I think the atmosphere is better
and more chill. They are cheaper to go
too, and have a less common line up.

Respondent 5:
Q1: 25
Q2: Female
Q3: Yes
Q4: Melbourne Fringe Festival;
Melbourne Comedy Festival; Glow Arts
Festival
Q5: Friends involved, I was involved, had
attended before, in my local area
Q6: Yes
Q7: I have attended all of these festivals
before so I know that they deliver a good
time and a good program. Festivals are a
great opportunity to get friends involved
in the arts, because they offer more than
just art. There's also food and
atmosphere involved.
Q8: I like the communal aspects of
festivals. Everyone is there to have a
good time and it's a lot of fun. I think
they're more enjoyable than just a one
off concert.
Q9: Both. Depends whats on offer.
Q10: Smaller festivals allow me to take a
chance on artists and performers I've
never seen before and get to like some
new people. Bigger festivals allow me to
see more established artists that I have
heard of or seen before and already
know that I like them. Established artists
had to get their starts from somewhere,
and this is usually from places like some
of Australia's smaller festivals. Small or
boutique festivals are a crucial part of
the structure of arts and culture in
Australia. In the same way that artists
and musicians had to start somewhere,
so did the bigger festivals. This is why
it's important to fund smaller festivals,
as well as the larger ones.

Respondent 3:
Q1: 22
Q2: Male
Q3: No
Q4:
Q5: I didn't want to go. No one I was
really interested in seeing.
Q6:
Q7:
Q8: For the good music, friends and
atmosphere
Q9: Large Festivals
Q10: They usually have better line ups.
Respondent 4:
Q1: 20
Q2: Female
Q3: Yes
Q4: Falls Festival

Q10: As above

Respondent 6:
Q1: 20
Q2: Female
Q3: No
Q4:
Q5: They are typically all very expensive
and there hasn't been any that I have
been particularly interested in attending
Q6:
Q7:
Q8: They look like fun! A good way to
see lots of bands in the one place in a
short space of time
Q9: Small Festivals
Q10: I think it wouldn't be as
overwhelming as going to a larger
festival. I wouldn't lose my friends as
easily
Respondent 7:
Q1: 21
Q2: Female
Q3: Yes
Q4: Kingsland Festival (Amsterdam),
Re:Conception (Uni Festival)
Q5: Good music and it's something
different to do with friends
Q6: Yes
Q7: Great stage set-up and audience
interaction, fireworks!
Q8: Primarily for music
Q9: Large Festivals
Q10: More musicians, camping, all
around fuller experience!
Respondent 8:
Q1: 40
Q2: Female
Q3: Yes
Q4: Melbourne Fringe, Melbourne
Festival, Darwin Festival
Q5: Working at the festival, friends with
shows in festivals or just really great
stuff on offer.
Q6: Yes
Q7: Festivals are a brilliant way of seeing
new, interesting and diverse art that
may not normally be programmed.
Q8: They're fun and offer different
possibilities.
Q9: Both

Respondent 9:
Q1: 20
Q2: Male
Q3: Yes
Q4: Roskilde Festival; Big Day Out;
Bluefest
Q5: For a good laugh and a good time
Q6: Yes
Q7: The line up was awesome and you
get the opportunity to meet new people
and hang out with friends.
Q8: Music and atmosphere
Q9: Small Festivals
Q10: Bit more intimate and attract a
specific type of crowd
Respondent 10:
Q1: 21
Q2: Female
Q3: Yes
Q4: Melbourne Fringe; Melbourne
Festival; Next Wave; Poppy Seed (not
really a festival); Falls Festival; Port Ferry
Folk Festival; Niseko Winter Festival
(Japan).
Q5: Theatre and art mostly, but
sometimes as just a fun event/activity
with friends
Q6: Yes
Q7: They are just fun, and in all the
festivals that I have been to they are
different every year.
Q8: Because of the atmosphere. In
regards to theatre it's because it's a lot
of theatre in a concentrated amount of
time. They are generally cheaper tickets
(Melb fest normally has student tickets)
and it has artists that are very talented.
Q9: Both - depending on what sort of
friends I go with. The large festivals are
good as long as you have a bunch of
committed friends who are going to
enjoy themselves, otherwise I would say
smaller festivals are good to go to by
yourself.
Q10: Answer above ^
Respondent 11:
Q1: 23
Q2: Female
Q3: Yes
Q4: Groovin the Moo
Q5: I love music, I love live music, its a
good atmosphere
Q6: Yes
Q7: It had good bands and a great
atmosphere, a good variety of music

Q8: Atmosphere and the music.

Q9: Depends on the line-up
Q10: Depends on the price and the line
up. Both have good atmosphere but
depending on who I want to see and how
much money it is. For example I would
rather pay a bit more to see the artists I
want to see than to pay for people Ive
seen before or aren't interested in.

Respondent 12:
Q1: 20
Q2: Male
Q3: Yes
Q4: Northside Festival; Distortion Festival
Q5: 1: To listen to the music 2: Was
forced to come and told "Not to dog the
boys"
Q6: Yes
Q7: Northside was one of the best
festivals I went too. I volunteered for one
of the three days of the festival and got
a free ticket. Great setup, great music,
Great costume.
Q8: Too see as many bands as I can for
cheap value
Q9: Both
Q10: I don't like segmenting myself in
one group
Respondent 13:
Q1: 49
Q2: Male
Q3: Yes
Q4: Midsumma; PIAF; Fringe World;
Adelaide Festival; Adelaide Fringe;
Melbourne Comedy Festival; Melbourne
Cabaret Festival; MIFF; Melbourne Fringe.
Q5: I love the arts and also work as an
arts journalist so it's a combination of job
and passion.
Q6: Yes
Q7: Because art is the fundamental
expression of being human and great art
makes me feel more alive.
Q8: Because festivals offer a chance for
new experiences, new artists and new
art forms that I've not encountered
before.
Q9: Both
Q10: Each offers something different and
enriching.
Respondent 14:

Q1: 20
Q2: Male
Q3: Yes
Q4: Leeds Festival
Q5: See live bands
Q6: Yes
Q7: Line up is usually good
Q8: Watch live music, get drunk, have a
laugh with friends, freedom.
Q9: Large Festival
Q10: More people, bigger bands, more
alcohol

Respondent 15:
Q1: 20
Q2: Female
Q3: Yes
Q4: Caloundra Music Festival
Q5: Line-up and location
Q6: Yes
Q7: Good vibe, well-organised venue.
Q8: To listen to music
Q9: Small Festival
Q10: Small festivals are more intimate,
there is room to dance and people seem
to be more friendly
Respondent 16:
Q1: 21
Q2: Female
Q3: Yes
Q4: splendour in the grass
Q5: Fun, social, food, laughs, music
Q6: Yes
Q7: expensive but worth every cent.
Always something to see/do/never a dull
moment.
Q8: I attend because it's fun with a group
of friends to organise a weekend out at a
festival
Q9: Both I enjoy both types of festival
Q10: No, all are good
Respondent 17:
Q1: 21
Q2: Female
Q3: Yes
Q4: splendour in the grass; maroochy
music and art
Q5: It's fun, get to dress up, drink and
catch up with friends
Q6: Yes
Q7: They were great!!!!

Q8: It's fun, get to dress up, drink and

catch up with friends
Q9: Both I enjoy both types of festival
Q10: I enjoy both as they both provide
different atmospheres and a great time!!

Appendix 3 Interviews re: Maroochydore Music and Visual

Arts Festival
Transcript 1
Date: Saturday 24 September 2016
Time: 1.10 pm
Location: Ormiston, QLD
Interviewer Name: Jessie Grewar

Interviewee Name: Phoebe Mumbray

Age: 20
Gender: Female
Suburb of Residence: Ormiston, QLD.

Interviewer: Hi Phoebe. Thank you for participating in this interview, I really appreciate
you taking a few minutes out of your dayto speak with me. I just have a few questions to
ask you in regards to music festivals, in particular your attendance at Maroochydore
Music and Visual Arts Festival on 10th September, is this okay?
Interviewee: Yes of course.
Interviewer: Great. So, Firstly, what was the main reason you decided to attend the
Maroochydore Music Festival?
Interviewee: I decided to buy a ticket because a bunch of my friends were going and I
wanted to have a fun weekend away with them. I also really like City Calm Down and
wanted to see them play live.
Interviewer: What was more likely to have influenced your decision to attend music
festivals generally? Your friends who are attending with you? Or The selection of
artists who are performing at the festival?
Interviewee: They both affect my decision but I would say, for Maroochydore, my
friends influenced my decision more. Even if there is a fantastic line up for the festival if
you dont have a good group of fun friends attending you wont have a good time.
Interviewer: Thank you, thats interesting. I was also wondering, did you buy any
clothing or accessories specifically for Maroochydore festival?
Interviewee: Yeah, I picked my outfit out for the day. Part of the fun of coming to
festivals is getting to get dressed up and looking for the perfect festival outfit. I didnt see
anyone wearing my dress on the day either so that was a big win haha...so stocked.
Interviewer: Thats great! So do you think these events are a great opportunity to dress
in a way that expresses yourself?
Interviewee: Yeah absolutely, I dont get to wear these outfits every day. I have a job
that is pretty professionally dressed. I have so much fun picking out my festival outfits.
Interviewer: Thats nice to hear. Well Phoebe, Thank you for answering my questions.
You have provided me with some valuable information. Some of your responses may be
included within my university assignment if you approve of this.

Interviewee: That was quick, yeah no worries! Thanks.

Transcript 2
Date: Sunday 25 September 2016
Time: 8.40 pm
Location: Cleveland, QLD
Interviewer Name: Jessie Grewar

Interviewee Name: Charlotte Sawyer

Age: 20
Gender: Female
Suburb of Residence: Thornlands, QLD

Interviewer: Hi Charlotte. Thank you for allowing me to interview you in regards to

Music Festival, in particular your attendance at Maroochydore Music and Visual Arts
Festival. I know that the event occurred about two weeks ago but I was hoping you may
be able to recall some of your experience, Is this okay?
Interviewee: Sounds easy, sure. Yeah I went to the festival with a group of friends.
Interviewer: Oh great!! So Firstly, I was wondering what was one of the main reasons
that you attended the festival.
Interviewee: Ah thats hard. I go for a lot of reasons but I guess the biggest reason is
because it is a lot of fun. I get to catch up with friends and be social.
Interviewer: and what are some of the other reasons you attended the Maroochydore
festival?
Interviewee: Um, I went because of friends obviously. Also, the line up was really good
and I really like the majority of artists. The Maroochydore festival is also so much cheaper
than some of the other festivals. I got my tickets in early bird and they were only around
$80. Whereas festivals like Splendour cost something ridiculous, like $130, just to attend
for one day.
Interviewer: Thats interesting. So you believe youre likelihood of attending smaller
one day festivals such as Maroochydore instead of festivals such as Splendour is
influenced by ticket pricing.
Interviewee: Yeah absolutely. I prefer the smaller festivals instead of Splendour because
they are cheaper and more intimate. Plus it means I can spend more money on buying a
nicer outfit for the day.
Interviewer: What do you mean by this? Do you purchase outfits specifically to wear at
festivals?
Interviewee: ha yeah sometimes. I did for Maroochydore. I bought a new outfit because
the tickets were cheap and I like dressing up in festivally clothes for these events.
Otherwise, I wouldnt fit in.
Interviewer: Do you find a requirement to dress up in a particular way for festivals?
Interviewee: Yeah I think so. All of the females seem to dress in a free-spirit kind of
way with beautiful playsuits and stuff from online stores. But its not like we have to. I
think they really enjoy the festival atmosphere and the outfits [they] get to wear and
express [themselves].

Interviewer: I understand. So you believe that these festival events are a great way of
meeting other like minded people and expressing yourselves through clothing?
Interviewee: Yep, that is hundred percent it.
Interviewer: Well Charlotte, Thank you for answering my questions. You have provided
me with some valuable information. Some of your responses may be included within my
university assignment if you approve of this.
Interviewee: All good.

Appendix 4 - Ethics Package

The research study

There is considerable interest in how peoples consumption of items such as fashion and media help shape
their identities and the image of themselves they present to the world.
As part of the Queensland
University of Technology unit KCB203: Consumption Matters Consumer Culture and Identity, students
are conducting a project which examines peoples consumption of a range of items, including media and
fashion, and we invite you to participate in this study.
This project will involve observing you whilst engaged in the process of consumption and discussing your
consumption of various items. It will also include the completion of some surveys and detailed interviews.
Purpose of the research
The data collected in this project will be collated with similar data gathered by other students and form the
basis of a report which is used for assessment purposes in the unit KCB203: Consumption Matters
Consumer Culture and Identity.
Nature and duration of involvement
This study will examine the role that consumption plays in helping shape your identity. Interest is in how
you discuss your consumption practices, and what you feel this says about you.
In total, the research will take between about 1 hour to complete and will involve a combination of
participant observation, group and individual interviews.
Mutually convenient times will be negotiated
between you and the researcher.
Participation in the project
Observation of the participants and their interaction with others whilst using and discussing consumer
products will form a vital part of the study. Extended discussion and review in relation to these
consumption practices will also take place. The provision of some basic demographic data will conclude
the investigations. This participation is entirely voluntary and at any time the participant may withdraw from
the project.
Benefits of the research
This project will assist the student completing it to gain a better understanding of:
1. The role of consumption in shaping peoples identity;
2. How to apply a range of qualitative consumer research techniques;
3. How to present consumer research in an effective manner.
These skills are considered highly important for graduates hoping to gain employment in media and
creative industries.
Confidentiality of data
Only the student who conducts the research will know the identities of the participants, and will ensure the
anonymity of participants before they discuss their findings with other students in their group. No
identifying information about participants will be used in any publication that may result from this research.

Questions or concerns
You are welcome to contact Dr Jason Sternberg, the KCB203: Consumption Matters Consumer Culture
and Identity Unit Coordinator, if you have any questions or concerns about this project. Dr Sternberg can
be contacted on 3138 8180 or j.sternberg@qut.edu.au.
Feedback to participants
Photocopies of all assignments upon which this research is based will be provided to participants upon
request.
Consent
By completing the attached consent form you indicate that you:
1.

Acknowledge that the nature of this research and your involvement in the project has been explained
to you;

2.

Understand that confidentiality will be maintained and no identifying information will be released;

3.

Understand that you may withdraw from this study at any time, without comment or penalty

4.

Understand that your participation in the study is voluntary;.

5.

Are willing for a member of the research team to contact you at home to arrange an initial meeting and
conduct further research.

Appendix 4.1 Transcript 1 Interviewee

KCB203: Consumption Matters Consumer Culture and

Identity
Student Research Project

PARTICIPANTS NAME:

Phoebe Mumbray

1. The Investigator(s) conducting this research project abides by the

principles governing the ethical conduct of research and, at all times,
avows to protect the interests, comfort and safety of all subjects.
This form and the accompanying Subject Information Package have been given to you for your own
protection. They contain an outline of experimental procedures and possible risks.

2. Your signature below will indicate that:

a)

You have received the Subject Information Package and that you
have read its contents;
b) The possible effects of tests and procedures have been explained
to you;
c) You have been given the opportunity to discuss the contents of the
Subject Information Package with one of the investigators prior to
the commencement of the experiment;
d) You have been informed that you are free to withdraw from the
study at any time, without comment or penalty;
e) You understand that all the data that you have provided will only
be revealed to the investigator and yourself. You will remain
anonymous to other members of the group completing this
assignment. When the results of the study are published you will
remain anonymous;
f) You may direct any inquiries and further questions to the project
team
or
Dr
Jason
Sternberg
on
3138
8180
or
j.sternberg@qut.edu.au.
g) You will receive feedback on your results at the time of the study's
completion, upon request.
3. I consent to participate in this project.

Signature:

24.09.16
Participant

Date

Contact phone
number:

0481 351 700

Appendix 4.2 Transcript 2 Interviewee

KCB203: Consumption Matters Consumer Culture and

Identity
Student Research Project

PARTICIPANTS NAME:

Charlotte Sawyer

4. The Investigator(s) conducting this research project abides by the

principles governing the ethical conduct of research and, at all times,
avows to protect the interests, comfort and safety of all subjects.
This form and the accompanying Subject Information Package have been given to you for your own
protection. They contain an outline of experimental procedures and possible risks.

5. Your signature below will indicate that:

h)

You have received the Subject Information Package and that you
have read its contents;
i) The possible effects of tests and procedures have been explained to
you;
j) You have been given the opportunity to discuss the contents of the
Subject Information Package with one of the investigators prior to
the commencement of the experiment;
k) You have been informed that you are free to withdraw from the
study at any time, without comment or penalty;
l) You understand that all the data that you have provided will only be
revealed to the investigator and yourself.
You will remain
anonymous to other members of the group completing this
assignment. When the results of the study are published you will
remain anonymous;
m) You may direct any inquiries and further questions to the project
team
or
Dr
Jason
Sternberg
on
3138
8180
or
j.sternberg@qut.edu.au.
n) You will receive feedback on your results at the time of the study's
completion, upon request.

6. I consent to participate in this project.

Signature:

25.09.16
Participant

Contact phone
number:

Date

0423 277 361

Appendix 5 Group Work Contract

KCB203: Consumer Cultures
Group work contract Last Updated Friday 28 October 2016
We, the undersigned agree to participate in the following activities as part of the
assessed group work for KCB203: Consumption Matters. We acknowledge that
this document does not replace the advice given regarding the allocation of
group and individual marks awarded on the KCB203 Blackboard site. However,
this document may be used to resolve disputes regarding the amount and type
of work undertaken by the group and may result in the reallocation of marks as
part of any conflict resolution process.
Workload allocation
Activity

Storming of Ideas

Savannah
s
contributi
on (%)
33.3

Lindays
contributi
on (%)

Jessies
contributi
on (%)

Total
(%)

33.3

33.3

100

100

100

100

100

33.3

100

Collection of Data
100
(Surveys)
Collection of Data
(Observations &
Interviews)
Research & Collection of
100
Secondary Data
Work In Progress
33.3
33.3
Powerpoint & Script
(all team members
completed sections)
Final Trend Report (writing of script on google docs)
Introduction
Secondary
20
Research
Primary
30
Research
Evaluation of
10
Market
Evaluation of
Trends
Conclusion +
3.3
3.3
Editing

100
20
10
3.3

Creating and Uploading

to Blog

33.3

33.3

33.3

100

Details of group meetings

Week 8 Tutorial Wednesday:
- Group Formation and Storming of Ideas and exchange of contact details
Week 9 Tutorial Wednesday:
- Group meeting, allocation of tasks
Week 10:
- Discussions via Facebook group to develop google doc for report and google
slides for work in progress presentation. Shared file meaning could be accessed
by all team members from any location.
Week 10 Wednesday (No Tutorial):
- Group meeting in KG Library to discuss progress and continuing writing of
report
Week 11 Wednesday Tutorial:
- Presenation of Work In Progress Report
Week 12:
- Discussions via Facebook Group and Google shared drive throughout the
completion of Report
Week 13 Wednesday (no attendance at tutorial):
- Discussions via Facebook Group regarding the editing and finalising of report
before upload to Blog.
- Final Editing in lead up to upload for Sunday 30 th October.
Details of group communication strategies
Our group communication strategy relied heavily upon the use of social media
network, Facebook. A private Facebook group and messenger group chat were
effective forms of communication between all team members. Responses to
queries were provided on a basis of immediately to up to two hours waiting time.
All group discussions required the consensus of all group members.
Google Documents and Slides shared drive was also an effective way of sharing
and editing the report and PowerPoint slides simultaneously. This synchronous
work of completing a report proved highly effective for the team and we
experienced no issues with downloading, updating or editing content through
this platform.

Detail any problems which you anticipate may occur that will impact on
your group.
There were no issues that impacted upon the group. As a team, we
communicated efficiently both face-to-face through tutorials and meetings and
via Facebook page and messenger. By ensuring group meetings were organised
to cater for our workload and continual communication, our team managed to
complete our report with minimum stress or group conflict.

Appendix 6 - Team Agreement

Group member 1
Name:

Signature:

Lindsay Brennan

Date:
28/10/16

Group member 2
Name:

Signature:

Savannah Hallet

Date:
28/10/16

Group member 3
Name:
Jessie Grewar

Signature:

Date:
28/10/16