Ever since the pandemic, digital marketing strategies such as social media are increasingly utilised by arts festivals to help elevate the chances of the event’s success and create opportunities to engage with potential audiences. The acceleration of digitalisation, caused by the restrictions of in-person gatherings, has prompted organisers and marketers to adapt to this new form of audience engagement – communicating through digital means.

Whilst digital marketing has significantly altered the course of how arts festivals develop strategies and encourage attendance, it is crucial to evaluate the success of these strategies in terms of audience participation. This paper aims to uncover whether the digital marketing techniques applied in festivals are truly effective, or simply just a phase due to the popularity of this approach. The data collected will be through a series of interviews from relevant individuals in arts festivals’ organising and marketing committees, as well as secondary data from research papers.