INFLUENCE OF DIGITALIZATION ON MUSICAL ARTS CONSUMERS’ BEHAVIOURS DURING THE COVID-19 PANDEMIC: ART MANAGEMENT FROM A GENERATIONAL PERSPECTIVE

Abstract

The digitalization of the aesthetic experience influences the quality of participation in musical arts. Due to differences in perception among consumers of musical arts belonging to particular generations, this study aims to assess the influence of the participation form (in-person or digital) in the aesthetic situation. The COVID-19 pandemic forced the common digitalization of the aesthetic situation and catalyzed broad research on all art disciplines. Qualitative data analysis (based on ten criteria) constructed on an international sample concludes that the form in which one participates in musical arts determines the perception of quality in the aesthetic situation, which is assessed differently depending on one’s generation. Significant determinants exist among generations in participation in musical arts and between particular forms of participation. The research results should interest musical arts creators, managers, marketers, recipients, and researchers.

Keywords

• art management
• generation differences
• quality
• aesthetic situation