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This study documents and explores the emerging trend of music festivals that are incorporating transmedia narratives into their programming. Through a study of music festivals, the concept of transmedia, and the emergence of a transmedia aspect to music festivals, the reader will gain a background to the field. I will then expand with 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. Through attendance,...