Fisher, AlyssaVoelker-Morris, Julie L.Voelker-Morris, Robert J., 1969-2015-01-072015-01-072012-011541-938Xhttps://hdl.handle.net/1794/186846 pagesThis article documents and explores the emerging trend of music festivals that are incorporating transmedia narratives into their programming. I will provide an overview and documentation of three case study festivals: Midpoint Music Festival in Cincinnati, Ohio, Treasure Island Music Festival, in San Francisco, California, and South by Southwest, a music, film and interactive media festival in Austin, Texas, the trends that emerge among them, and the place of a transmedia festival in a wider culture of media-consumer interaction.en-USCreative Commons BY-NC-ND 4.0-USCultureWorkArticle