CultureWork ; Vol. 16, No. 01
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This 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.