台灣擁有眾多不同規模和流派的音樂節。有電子舞蹈音樂，流行音樂，搖滾音樂，爵士音樂和其他許多節日致力於。然而，台灣並沒有一個致力於嘻哈音樂的節日。這種類型的音樂越來越受歡迎，正在超過美國的主流。目前Billboard Chart上的大部分歌曲都來自這個流派。一部名為Rap的中國電視劇也為推動台灣的這種流派產生了巨大影響。
本次台灣嘻哈音樂節（THHF）的個案研究將為當代台灣音樂節行業提供重要見解，並為組織首屆台灣嘻哈音樂音樂節提供所有必要信息。這些實用建議將集中在管理，市場營銷，財務，風險管理和退出策略等方面。
為了提供有價值的信息，使用互聯網收集的二手數據主要是諸如Facebook，Instagram和KKTIX等網站。原始數據通過與台灣的活動策劃者，藝術家和發起人進行面對面的採訪。為了獲得預算電子郵件的報價和Facebook郵件已與藝術家和他們的預訂代理交換。

Taiwan is home to numerous music festivals of different sizes and genres. There are festivals dedicated to the Electronic Dance Music (EDM), Pop Music, Rock Music, Jazz Music and many others. However there is not a single festival that is dedicated to Hip-Hop Music in Taiwan. This type of music has been gaining popularity and is overtaking the Mainstream in the United States. Currently most of the songs on the Billboard Chart come from this genre. A Chinese TV showed called Rap of China also made a huge impact on promoting this genre in Taiwan.
This case study of Taiwan Hip Hop Festival (THHF) will provide important insights on the contemporary Taiwanese music festival industry as well as to provide all necessary information to organize the first music festival dedicated to Hip-Hop music in Taiwan. These practical suggestions will focus on aspects of management, marketing, finance, risk management and exit strategies.
In order to provide valuable information secondary data was collected using the internet mostly websites like Facebook, Instagram and KKTIX. Primary data has been collected by face to face interviews with event planners, artists and promoters in Taiwan. In order to obtain quotations for the budget emails and Facebook messages have been exchanged with artists and their booking agents.

Table of Content

Acknowledgment iii
摘要 iv
Abstract v
Table of Content vi
Table Index viii
1.Introduction 1
2. Background 3
3. Market Analysis 4
3.1 Market Background 4
3.1.1 Taiwan Music Festival Industry 4
3.1.2 Hip-Hop Industry in Taiwan 6
3.2 Differentiation Strategy 8
4. Recommendations 10
4.1 Management 11
4.1.1 Ownership 11
4.1.2 Management Team 12
4.1.3 Customer Relationship Management 16
4.2 Marketing Plan 16
4.2.1 Product 16
4.2.2 Price and Pricing Strategy 17
4.2.3 Promotion 22
4.3 Place 33
4.4 Target Market 36
4.5 Branding 38
4.5.1 Slogan 38
4.5.2 Logo 38
4.5.3 Hashtags 40
4.5.4 Red Solo Cups 41
4.6 Finances 41
4.6.1 Budget 41
4.6.2 Artists Selection 43
4.6.3 Break-even Analysis 47
4.7 Critical Risks and Problems 48
4.8 Exit Strategies 50
5. Conclusion 51
6. References 53
7. Appendix 55
7.1 Appendix A – Facebook Page Layout 55
7.2 Appendix B- Logo Color Variations 56
7.3 Appendix C – Poster & Flyer Design 57
7.4 Appendix D- Proposed Rundown 58
7.4 Appendix E- Proposed Budget 59
7.5 Appendix F- Website Design 60

Table Index
Table 1: Organization Chart 12
Table 2: Competition Pricing 19
Table 3: Ticket Intermediaries Comparison 21
Table 4: Music Events Facebook Popularity Comparison 24
Table 5: Music Events Website Evaluation 32
Table 6: Advantages and Disadvantages of the Venue 36
Table 7: Target Segmentation 37
Table 8: Artist Popularity and Show Fee Analysis 45
Table 9: Final Line Up Fees and Length 46

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