The empirical study takes a quantitative approach. Our RQs 1-4 require us to measure the motivations to attend an online and a live music festival, to subsequently weigh and compare them. Likewise, the hypotheses that underlie the proposed model to estimate the perceived value-satisfaction-behavioural intentions chain will be estimated through structural modelling, so we need quantitative indicators that measure the constructs involved. An online survey based on a structured questionnaire was answered by Spanish residents who had attended at least one live music festival and one online festival in the previous year. Given the nature of this universe, and the difficulty in identifying sample units, the authors combined a non-probabilistic convenience sampling procedure and a snowballing procedure. The questionnaire was uploaded onto Google Forms and disseminated online through social media platforms (i.e., Facebook and WhatsApp), and the participants were asked to share the survey with their acquaintances to reach a wider sample. A total of 137 valid responses were collected.