A qualitative research was conducted to better understand the communication processconnected with organizing musical festival for mass audience and the tools used to gainsuccessful communication. Based on data collected by an interview with organizers and datafound on the festival web site, theory about communication models of PR Smith and toolsused in communication process, described by Kotler, were compared. One of the biggestmusic festivals in Europe – a Hungarian festival: the Sziget – has been chosen to evaluate itscommunication.The findings show that, in terms of communication model, the company chooses the mostappropriate to reach mass audience model. Mass communication model with smallmodifications seem to be the most appropriate for such a big organization like musical event.Communication tools used in case of a big festival also should concern about reaching massaudience. In order to do that, the tools focussed on more personal communication, such asdirect marketing or personal selling can be given up in favour of tools such as advertising, publicity and PR or sales promotion, which give possibility to reach bigger audience inshorter period of time.
communication model, communication tools, music festival, the Sziget1