The aim of this study was to examine theoretical concepts and motives for the participation in a performance event of popular music which has not been studied appropriately.
As a result of the study, it was found that more attention and research should be directed to the performance event of popular music in which no theoretical concept is articulately defined in spite of its ever increasing importance as an event. Here, it is crucial to approach the study of performance event of popular music, not from the unilateral perspective, but from the multidimensional perspective by integrating various viewpoints and related fields. Ultimately it should be recreated as a new, effective and unified field through integrating advantages of each field.
Accordingly the field of performance event of popular music should be understood based on the perspectives of the three fields of event, art and industry. Currently each perspective from these fields functions as a significant means to enhance the understanding of the performance event of popular music. However each perspective individually tends to contain too comprehensive concepts, hence making a wholesome interpretation of the performance event of popular music difficult. Thus the following advantages of each field should be used as important elements to solidly establish a field of performance event of popular music.
As a result of the study on the motive for the event participation, the following five elements were identified; out-of-ordinariness; contents; entertainment; social contact; and cultural pursuit. Among these elements 'out-of-ordinariness' was the most important motive for the event participation. All the five elements were significant in establishing a motive for the event participation. Consequently the current emphasis predominantly on the 'contents' in advertising performance events of popular music should be reconsidered and redirected by the producers of such events. Beyond the undivided attention only on the cast of performers the public relation effort and advertisement for an event should be directed to the elements of 'out-of-ordinariness' and 'entertainment' of the participant. Eventually a desirable result can be achieved by additionally integrating the element of 'cultural pursuit' of individual participants. In addition more effective ticket sales can be achieved by introducing a strategic ticket sales system in which the element of 'social contact' is applied and various offers are made including a package for lovers or friends and a group package for minority.
Regarding the five elements of the motive for the event participation, no significant difference was found depending on the age, gender or region. Thus the findings of this study can be applied as an effective parameter for the most of performance events of popular music.