Post on 28-Mar-2016
description
Connecting with Audiences on Their Terms
Maryland Performing Arts Presenters Annapolis , MD
November 18, 2013
Christy Farnbauch
Community Engagement Strategist
Strategic Links
Personally Meaningful Arts Experience
Describe a personally meaningful performing arts experience. One where you were an audience member and not a presenting artist.
o When was it?
o Where did the experience take place?
o Who, if anyone, was with you?
o Can you recall any sensory memories?
o What was the impact/value of that experience for you?
o Describe the experience with a word, phrase, or metaphor
Maryland Statewide Survey on the Arts OpinionWorks – May 2013
Q.11“I’d like you to think back for a minute to an artistic expression that you experienced recently – one that
made an impact on you. Using just a word or a short phrase, how did it make you feel?”
Workshop Goals:
Highlight key findings from audience research that can be used to engage audiences on their terms
Explore ways this information can be useful for you
More research at: www.jazzartsgroup.org/jai
Salzburg Global Seminar The Performing Arts in Lean Times: Opportunities for Reinvention
"To engage with audiences, organizations and artists must now not just do things for people, but instead do things with people. It is not that artists and organizations must plan to cede power to the public, but that the power is already ceded; organizations must now recognize that change and build on it to connect and engage with society."
Adrian Ellis, February 2010
What Arts Participation Research Tells Us
Changing patterns of demand
Shorter and more intense experiences (time starved; shorter attention spans)
Demand for more interpretive assistance, craving the arts education experiences they had as children
Expectation that leisure experiences can be customized
Shift towards more active forms of participation
Audiences today have lower levels of context and knowledge
People make last minute decisions to attend events, and subscription buyers have declined drastically.
As more people look to create a work-life balance, they are interested in modest ‘perfect moments’ as a result of experiences that are authentic, community-based and unforgettable.
Alan Brown: www.wolfbrown.com - “A Confluence of Many Forces”
Maryland Statewide Survey on the Arts Reasons Not Attending More Arts Events
Q.14 “Besides cost, what are the biggest reasons you do not attend more arts-related activities
in your local area?” (open-ended)
Source: OpinionWorks, 2013
Who is the “Audience?”
Who are they? How do you find them?
What do they value?
What do you need to know about them?
How do you develop meaningful relationships with them?
What do we want them to do?
In what ways do you currently segment your audiences?
Audience Engagement Is…
A unifying philosophy that brings together marketing, education,
and artistic programming to maximize impact on audiences.
“Making Sense of Audience Engagement,” Alan Brown. 2011
In short…
Audience engagement is a philosophy to maximize impact.
Arc of Engagement
“Making Sense of Audience Engagement,” Alan Brown. 2011
Things We Know from
Audience Research:
Musical Taste is Socially Transmitted
Musical Taste is Socially Transmitted
People will try new music/arts experiences if they:
Are invited by someone they know, like or trust.
Are introduced to new music through a “guide” or “mentor.”
Can sample the new music/art before purchasing a ticket.
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Research tells us…
Musical taste is socially transmitted
86%
65%
64%
48%
44%
37%
33%
31%
29%
21%
17%
80%
50%
74%
46%
50%
34%
33%
19%
30%
22%
24%
76%
44%
77%
39%
57%
41%
41%
15%
21%
23%
24%
73%
38%
78%
34%
61%
38%
41%
12%
18%
22%
25%
67%
29%
80%
31%
61%
35%
31%
8%
11%
18%
18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Recom
mendati
ons
from
fri
ends
or
fam
ily
Suggest
ions
from
people
you k
now
Lis
tenin
g t
o t
he
radio
Movie
soundtr
acks
or
TV s
how
s
Pri
nt
media
Local clu
bs/
pro
mote
rs
CD
revie
ws
YouTu
be
Musi
c s
ubsc
ripto
ns
Bro
wsi
ng in r
ecord
store
s
Sate
llit
e r
adio
PERCENT REPORTING EACH SOURCE OF INFORMATION ABOUT UNFAMILIAR ARTISTS, BY AGE COHORT
18 to 34 35 to 44 45 to 54 55 to 64 65+
24%
44%
21%
16%
25%
8%
27%
24%
21%
21%
30%
17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Knowledgeable
Musicians
Jazz-Centered
Omnivores
Urban Culture
Dabblers
Standard Fare
Partners
Social
Butterflies
Comfort
Seekers
INCIDENCE OF INITIATORS AND RESPONDERS, BY SEGMENT
Ini ators (Agreement ra ng of 6 or 7)
Responders (Agreement ra ng of 6 or 7)
Create Incentives for Initiators Identify those who regularly bring friends
Strategies for current subscribers to bring newbies
Transmit taste through mutual endorsement and artist associations
South Coast Repertory – Blogger Nights
University of Michigan – UMS Lobby
Implications for the Field
Peer to Peer Reviews
Center Theatre Group – Los Angeles
“Making Sense of Audience Engagement,” Alan Brown. 2011
Clarice Smith Center – Univ. of Maryland
Create Pathways into New Art Forms
Create Pathways
Music labels (genres) are confusing and often not relevant
Often, participation is artist-driven, and audiences want to know the “back story”
Engage people via art forms they already like
Research tells us…
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Jazz-Centered Omnivores and Urban Culture Dabblers are most “democratic” in their arts attendance
79%
86%
67%
70%
42%
27%
45%
71%
68%
51%
47%
45%
39%
40%
21%
16%
33%
8%
36%
35%
30%
18%
20%
33%
22%
45%
45%
35%
31%
46%
20%
28%
13%
4%
11%
8%
10%
21%
16%
13%
14%
19%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Knowledgeable
Musicians
Jazz-Centered
Omnivores
Urban Culture
Dabblers
Standard Fare
Partners
Social Butterflies Comfort Seekers
HIGH FREQUENCY ATTENDANCE (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT
Jazz shows Art museums or galleries Rock or R&B shows
Classical music concerts Stage plays World Music Concerts
Broadway musicals
Maryland Statewide Survey on the Arts Attendance by the General Public
Q.8“Thinking back over the past year, have you attended, visited, or seen any of these things in Maryland, outside of
Maryland, or not at all?”
In
Maryland
Outside
Maryland Total
Movie 75% 4% 79%
Live musical performance 50% 11% 61%
Live theater or dance performance 40% 10% 50%
Outdoor sculpture/Public art displays 39% 11% 50%
Art museum 30% 19% 49%
Street musicians or performers 32% 14% 45%
Art festivals or art fairs 34% 7% 41%
Art gallery or artists coop 27% 14% 42%
Stand-up comedy 18% 8% 26%
Poetry reading or open mic night 12% 5% 17%
Online art experiences or crowd
sourcing 13% 3% 16%
Determine what other art forms current and potential audiences already enjoy
Genre-bending collaborations
Opening Acts
Co-headliners
Cross-genre artists
Build a new home on the web for exploring music/performers
Provide newcomers a place to start, a low-risk opportunity to hear new sounds
Create resource for presenters to offer audiences guidance
Implications for the Field
Younger Buyers Have More
Eclectic Tastes
Younger Buyers Have More Eclectic Tastes
Music labels (genres) are confusing and often not relevant
A multi-pronged engagement approach is required – before, during and after the show.
Research tells us…
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Younger buyers are more involved in a range of music activities
39% 27% 25% 23% 18% 26% 22% 25% 21% 13%
22%
15% 16% 14% 11%
25% 22% 24% 23% 18%
32%
15% 16% 14% 13%
19% 16%
19% 17%
14%
25%
11% 10% 8%
15% 11%
10% 7%
24%
13% 13% 13%
13%
16%
7% 12%
12%
10%
23%
15% 6%
31%
20% 10%
81%
79%
62%
52%
30%
78%
67% 54%
37%
14%
64%
60%
48%
37%
23%
61%
47%
37%
27%
10%
18-34 35-44 45-54 55-64 65+ 18-34 35-44 45-54 55-64 65+
Ticket Buyer Sample Prospect Sample
CURRENT INVOLVEMENT IN MUSIC ACTIVITIES, BY SAMPLE AND BY AGE COHORT
Play a musical instrument Sing
Perform music in front of an audience Compose, edit or arrange music
Study music history or appreciation Play musical video games
Download and organize music DJ, or mix CDs or playlists
Younger buyers have more eclectic musical tastes
77% 68%
53% 47% 46%
8%
7%
13%
12% 10%
15%
25% 34%
41% 44%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18 to 34 35 to 44 45 to 54 55 to 64 65+
PERCENTAGE OF JAZZ AS PART OF MUSIC COLLECTION, BY AGE COHORT
Less than 50% 50% 50% or more
SFJAZZ Focus Group Research on Young Jazz Buyers (2008)
Young adults are resolutely unwilling to categorize their taste in music.
The musical tastes of most of the young adults we interviewed encompass all genres and periods.
Whether or not it’s jazz, classical, world, ‘noise’ or electronic dance music does not matter as much as whether they like how it sounds.
“There are only two kinds of music: good music, and bad music.”
Provide ways for younger buyers to sample before buying
Links to downloading sites
Gather reviews from people like them
Student Bloggers – Clarice Smith, Univ. of Maryland
Implications for the Field
32
Informal Settings Are Most Appealing
Informal Settings are Most Appealing
Audiences prefer spaces that are “intimate” and informal, and those that allow them to feel close to the artist.
Some audience members expect “customizable” experiences within one venue.
Research tells us…
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Informal settings are most appealing, even for older buyers
1
2
3
4
5
6
7
18-3
4
35-4
4
45-5
4
55-6
4
65+
18-3
4
35-4
4
45-5
4
55-6
4
65+
Ticket Buyer Sample Prospect Sample
Avg.
Rati
ng
(1=N
ot
At
All;
7=A G
reat
Deal)
VENUE PREFERENCES, BY SAMPLE AND AGE COHORT "How much would you like to see jazz in..."
Clubs or lounges with
small tables
Park or outdoor pavilion
with food booths
Restaurants with full
menu service
Formal concert halls with
chandeliers in the lobby
Grungy dive bars with
sticky floors
Private homes
SFJAZZ Focus Group Research on Young Jazz Buyers (2008)
All prefer venues that are small, intimate and hip.
They are drawn to the casual interactions that a venue can encourage.
They prefer to have the option of “dropping in” to a venue without having to pay an entrance fee or appear at a particular time.
They want to make choices as to how to experience the music, and their choices will vary from night to night.
In general, young adults seek connection to other audience members and musicians, and also to place.
Implications for the Field
Develop new business models for presenting in more intimate spaces
Use “found” community spaces
Design temporary or mobile spaces
Transform community spaces into music clubs
Re-contextualize spaces within traditional venues
38
Garden Theatre – Columbus, Ohio
39
Garden Theatre – Columbus, Ohio
Garden Theatre – Columbus, Ohio
Garden Theatre Green Room – Columbus, Ohio
Audiences Have Unfulfilled Desires
to Actively Participate in Art Making
Audiences Have Unfulfilled Desires to Participate
Audience members often have an “unfulfilled interest” in direct participation. (i.e., playing a musical instrument)
Research tells us…
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Maryland Statewide Survey on the Arts Areas of Interest in the Arts
Q.4 (self-described artists): “What is your specific area of interest in the arts?”
Q.10 (non-artists):“Is there a type of artistic or creative expression that personally interests you the most?”
Artists Non-Artists
Instrumental Music 31% (1) 16% (1)
Writing 15% (2) 2% (7)
Dance 13% (3) 7% (3)
Theater/Acting 9% (4) 13% (2)
Fine art/Painting/Drawing 7% (5) 5% (5)
Poetry/Storytelling 6% (6) 2% (7)
Vocal Music 5% (7) 4% (6)
Photography 4% (8) 6% (4)
Cartooning 4% (8) 2% (7)
Fashion Design 3% (10) *% (19)
Source: OpinionWorks, 2013
Create Ways for Adults to Actively Participate
“Rusty Musicians” Programs
Fantasy Camps
Offstage at the Jazz Academy
Implications for the Field
Closing Thoughts
What information/ideas have you heard today that you could put into use tomorrow?
Additional Questions?
Thank You!
For More Information:
Christy Farnbauch
Community Engagement Strategist
614-657-4406
Christy@strategiclinks.info
www.strategiclinks.info