This paper examines brand formation for the music festival “SPACE SHOWER SWEET LOVE SHOWER” by focusing on three value transformations. First, with relocation of the venue from Hibiya Open-Air Concert Hall to Lake Yamanaka, an experience centered on live music viewing was transformed into a place-based experience that includes the scenery of Mt. Fuji and the lakeside, as well as travel and stays. Second, through Space Shower TV’s broadcasting, streaming, web content, and social media, the on-site experience was transformed into a media experience. Third, through “LOVE SHOWER VILLAGE”, a paid membership service, the participation experience is being transformed from a one-time visit into ongoing relational value. Media activities centered on Space Shower TV extend the on-site experience into year-round brand touchpoints by building anticipation, facilitating sharing, and enabling participants to relive the experience. This case offers implications for other entertainment businesses, highlighting the importance of media curation capability in connecting experiences to ongoing customer relationships through DX and UX.
