Music As Connectivity: Young Consumers' Virtual Live Music Event Experiences During Covid-19

Music, which is often used as entertainment and atmospherics in various servicescapes, enhances consumer wellbeing. With the advent of the Covid-19 pandemic, consumers' experiences of live music events changed for the unforeseeable future. This article seeks to understand the ways in which young consumers engage with virtual live music events (VLMEs) during Covid-19. Thematic data analysis of seventeen in-depth interview transcripts resulted in three preliminary emergent themes: Music rituals -- I 'Gotta' keep dancing, Music as Mood Enhancer, and Shared Music as Connectivity.