Piloting Test Scales to Measure Perceptions of “Liveness” Regarding ICT-Enhanced Performances at Music Festivals

Abstract

Music festivals are increasingly utilizing ICT to augment live music performances. This research project proposes and trials three liveness scales to measure attendee???s perceptions of authenticity regarding liveness across a broad spectrum of formats for, and viewpoints of, live performances at, or emanating from, music festivals. The research addresses the thesis that: It may be possible to develop liveness scales to measure attendee perceptions of liveness regarding ICT-enhanced performances at music festivals. Following item development processes, pretest liveness Likert scales were developed, and two iterations of primary research were carried out to collect and interpret empirical evidence from 164 respondents. Formats and viewpoints generating the greatest acceptance or resistance were identified. Significant differentiation in responses was tested for by gender regarding audience viewpoints and by occupation regarding audience size. Potential to further develop/simplify the liveness scales, and for future research into ICT-enhanced experiences at music festivals, was ascertained.