This study explores the way festival music forms regional brand identity and creates economic value from a management and musical perspective, focusing on the Anyang Dance Festival’s theme song ‘Starry Anyang Night.’ Festival music goes beyond a simple background element and acts as a core element of the festival, forming emotional bonds and increasing participation. This study analyzes the way the musical elements of ‘Starry Anyang Night’ convey the atmosphere and message of the festival, and examines the structural characteristics and utilization possibilities of festival music. Recent advances in digital platforms and technology have shown that festival music can expand into content in the context of streaming services, digital media, XR (extended reality), and AI-based music recommendation systems. Accordingly, we examine whether parties can be leveraged as assets to include on-site content with music, and to build and scale local brands. In addition, the planning, production, and utilization process of ‘Starry Anyang Night’ is analyzed, and strengths and limitations are derived through SWOT analysis to suggest more effective utilization methods. In order for festival music to establish itself as local cultural content, a management and technical approach is essential, and it is discussed that this can have a positive effect on tourism and local economic activation.
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