This bachelors thesis examines how av new musicfestival in Umea is communicated on the

festivals website and how the communication is beeing percepted by people who have bought

tickets to the festival and people who have chosen not to. The material is based on qualitative

interviews with theese people and a discourse analysis of the website. The methods beeing

used in this thesis are discourse analysis and qualitative interviews. The interviews focuses on

two groups, people who have bought tickets to the festival and the ones who has not. The

results of the analysis shows that the website uxufestival.se communicates the vision of a

unique festival who brings people together. The people who have bought tickets and the

people who haven't identify themselves with the targeted group. There's difference in the way

that the two groups have percepted the communication, the ones that have bought tickets

experience that the communication has been informative while the ones who haven't bought

tickets feel that they haven't got a lot of information. The results of the analysis shows that the

people who have bought tickets feel that they have the power to influence the festival in a way

that they feel is refreshing. Both the people who have bought tickets and the ones who haven't

identify themselves with the people who visit this kind of musicfestivals.