Call for music festivals to innovate

One of Scotland’s leading events experts has warned that the nation’s music festivals must “innovate or evaporate” in future.

Professor Joe Goldblatt has called for a revolution in major events to ensure they continue to attract audiences.

Speaking in a radio interview, Prof Goldblatt, who has taught at Queen Marga- ret University for nearly ten years, said event producers and promoters had to ensure they encouraged fresh talent, deployed the latest technology marketing campaigns and were provided enough of an “experience” if festivals are to survive.

“Audiences want to participate rather just attend an event,” he said. 0 Joe Goldblatt has called for an events revolution