Българските музикални фенове онлайн: между активизма и пасивността
Bulgarian music fans online: between activism and passivity

Observations, questions, answers

Summary/Abstract: Due to the accelerated changes in online and offline communication over the last ten years, every business (including music) struggles to survive via flexible transformation. How has the Bulgarian music scene changed in recent years? Who are the "new" fans and what makes the "old" ones continue to attend live music events? Which are the methods of attracting a broad music audience in Bulgaria?The article focuses on issues that affect the contemporary music scene in Bulgaria and its audiences. The research is based on seven interviews of specialists in the fields of PR and Musical Promotion, operating in the country for more than ten years. The analysis of the conducted interviews seeks to find interconnections between the offline and online actions of music consumers in Bulgaria. Some of the hypotheses related to the development of the music scene in the country have been confirmed and new ones have been set

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