Upload
christy-farnbauch
View
201
Download
1
Embed Size (px)
DESCRIPTION
This presentation was given during the SouthArts Performing Arts Exchange in Miami, FL on September 20, 2012 by Christy Farnbauch of Strategic Links and Elizabeth Auer from the University of Florida.
Citation preview
Connecting with Audiences on Their Terms
Performing Arts Exchange Miami, FL
September 20, 2012
Christy Farnbauch Community Engagement Strategist Strategic Links
Elizabeth Auer Assistant Director University of Florida Performing Arts
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
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
Salzburg Global Seminar The Performing Arts in Lean Times: Opportunities for Reinvention
"To engage with audiences, organizaAons and arAsts must now not just do things for people, but instead do things with people. It is not that arAsts and organizaAons must plan to cede power to the public, but that the power is already ceded; organizaAons 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 paMerns of demand " Shorter and more intense experiences (Ame starved; shorter
aMenAon spans)
" Demand for more interpreAve assistance, craving the arts educaAon experiences they had as children
" ExpectaAon that leisure experiences can be customized " ShiQ towards more acAve forms of parAcipaAon
" Audiences today have lower levels of context and knowledge
" People make last minute decisions to aMend events, and subscripAon buyers have declined drasAcally.
" As more people look to create a work-‐life balance, they are interested in modest ‘perfect moments’ as a result of experiences that are authenAc, community-‐based and unforgeMable.
Alan Brown: www.wol6rown.com -‐ “A Confluence of Many Forces”
Who is the “Audience?”
" Who are they?
" How do we find them? " What do they value? " What do we need to know about them?
" How do we develop meaningful relationships with them?
Audience Engagement Is…
A unifying philosophy that brings together markeAng, educaAon, and arAsAc 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
Typologies of Audiences:
“Making Sense of Audience Engagement,” Alan Brown. 2011
In what ways do you currently segment your audiences?
Guiding Question:
What are the expected outcomes of your audience engagement activities?
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
mendatio
ns
from
frie
nds o
r
fam
ily
Suggestio
ns f
rom
people
you k
now
Lis
tenin
g t
o t
he
radio
Movie
soundtracks o
r
TV s
how
s
Prin
t m
edia
Local clu
bs/
prom
oters
CD
revie
ws
YouTube
Music
subscrip
tons
Brow
sin
g in r
ecord
stores
Satellit
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 " Peer to peer recommendations (Yelp) " South Coast Repertory – Blogger Nights " Center Theatre Group – “YouReview Booth” " University of Michigan – UMS Lobby
Implications for the Field
Center Theatre Group – Los Angeles
“Making Sense of Audience Engagement,” Alan Brown. 2011
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
67%
70%
64%
65%
70%
68%
49%
48%
69%
45%
58%
51%
43%
54%
37%
53%
34%
31%
34%
33%
41%
26%
34%
24%
27%
21%
17%
40%
21%
20%
29% 3
4%
23%
32%
23%
19%
37%
15%
9% 12%
15%
13%
3%
8%
6%
23%
9%
9%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
JAG JALC Jazz St. Louis SFJAZZ Monterey
Festival
Sculler's MUPs
FREQUENCY OF ATTENDANCE AT DIFFERENT TYPES OF ARTS EVENTS (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY PARTNER
Jazz shows Art museums or galleries Stage plays
Classical music concerts Rock or R&B shows Broadway musicals
World Music Concerts
There are many pathways into jazz
Visual Arts and Theatre
Visual arts are another gateway activity into jazz
45%
44%
65%
11%
36%
6%
55%
1%
31%
30%
5%
12%
27%
21%
45%
9%
12%
10%
18%
3%
7%
4%
8%
1%
0%
10%
20%
30%
40%
50%
60%
70%
Music Buffs Social Rockers Arts Omnivores Bluegrass 'n' Barefoot
HIGH FREQUENCY ATTENDANCE (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT
Art museums or galleries Classical music concerts Rock or R&B shows
Stage plays Broadway musicals World Music Concerts
Consumption of live jazz is artist-driven
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
Average'Ra
)ng'(1=N
ot'influ
en)a
l;'7=Ve
ry'influ
en)a
l)'
AVERAGE INFLUENCE OF FACTORS ON LIVE JAZZ ATTENDANCE, BY AGE AND SAMPLE
Specific artist
performing
Cost of tickets
Day of the week
The type of venue
such as a club or
theater
50% 48% 42% 36% 31%
91% 90% 91%
90% 90%
9% 8%
6%
29% 27%
22% 21% 29%
33%
26%
18% 22%
23%
18%
10%
8% 9% 7%
0%
25%
50%
75%
100%
125%
150%
175%
200%
225%
250%
18 - 34 35 - 44 45 - 54 55 - 64 65+
MOTIVATIONS FOR ATTENDING BY AGE COHORT (SPRING 2010)
Because someone else
invited me
To experience new or
different kinds of music
To better appreciate jazz
To be connected to my
cultural heritage
To hear the specific artist
that is performing
To spend time with the
person(s) I came with
Consumption is artist-driven
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
www.umslobby.org
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
Implications for the Field
37
Informal Settings Are Most Appealing
Informal Settings are Most Appealing
" Audiences prefer space 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.
Rat
ing
(1=N
ot A
t All;
7=A
Gre
at D
eal)
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.
Some want to dance while others prefer to be intellectually engaged
46%
20%
19%
8%
7%
33%
16%
34%
7%
10%
32%
15%
37%
6%
9%
26%
11%
46%
4%
12%
27%
19%
38%
6%
10%
32%
20%
25%
9%
14%
30%
19%
33%
7%
10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Makes me tap my
toes and want to
dance
Takes me back to
another time or
place
Makes me think or
challenges me in
some way
I can sing or hum
along to
Tugs on my
heartstrings
"I PREFER JAZZ THAT..." BY PARTNER
Jazz Arts Group Jazz at Lincoln Center Jazz St. Louis
SFJAZZ Monterey Jazz Festival Sculler's Jazz Club
MUP Consortium
Implications for the Field
Develop new business models for presenting jazz/music 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
44
Garden Theatre – Columbus, Ohio
45
Garden Theatre – Columbus, Ohio
Garden Theatre – 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
“Unfulfilled interest” is highest for ‘play a musical instrument’ and ‘study music history/appreciation’
54%
25%
20%
14%
34%
3%
31%
19%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
Play a musical
instrument
Sing Perform in
front of an
audience
Compose or
arrange music
Study music
history
appreciation
Play musical
video games
Download and
organize
music
DJ or make
CDs or
playlists
PERCENT WHO ASPIRE TO DO MORE 54
%
25%
20%
14%
34%
3%
31%
19%
24%
15%
16%
10%
14%
6%
54%
41%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
Play a musical
instrument
Sing Perform in
front of an
audience
Compose or
arrange music
Study music
history
appreciation
Play musical
video games
Download and
organize
music
DJ or make
CDs or
playlists
PERCENT WHO ASPIRE TO DO MORE VS. THOSE WHO ARE CURRENTLY ACTIVE
Aspire to Do More Currently Active
54%
25%
20%
14%
34%
3%
31%
19%
24%
15%
16%
10%
14%
6%
54%
41%
30%
11%
4%
5%
20%
-3%
-24%
-22%
-30%
-20%
-10%
0%
10%
20%
30%
40%
50%
60%
Play a musical
instrument
Sing Perform in
front of an
audience
Compose or
arrange music
Study music
history
appreciation
Play musical
video games
Download and
organize
music
DJ or make
CDs or
playlists
NET "UNFULLFILLED INTEREST"
Aspire to Do More Currently Active Net Unfulfilled Interest
High interest in playing and learning about music is consistent across segments
93%
18% 24% 11% 19% 11%
72% 63% 57% 50% 66% 41%
55%
11% 15% 9%
40% 25% 25%
17%
34%
23%
71%
11% 11%
65%
20% 16% 10%
19%
70%
60%
15% 8%
7%
12%
57%
19% 15%
41%
45% 41%
32%
36%
26%
13%
7% 14%
82%
68% 53%
49%
71%
26%
21%
37%
30%
34%
38%
21%
64%
54% 34%
33%
54%
18%
15%
27%
18%
20%
25%
9%
Know
ledg
eabl
e
Music
ians
Jazz
- Ce
nter
ed
Omni
vore
s
Urba
n
Cultu
re
Dabb
lers
Stan
dard
Fa
re
Part
ners
Soci
al
Butt
erfli
es
Com
fort
Se
eker
s
Know
ledg
eabl
e
Music
ians
Jazz
- Ce
nter
ed
Omni
vore
s
Urba
n
Cultu
re
Dabb
lers
Stan
dard
Fa
re
Part
ners
Soci
al
Butt
erfli
es
Com
fort
Se
eker
s
CURRENTLY INVOLVED ASPIRE TO IN THE FUTURE
CURRENT VS. ASPIRATIONAL INVOLVEMENT, BY SEGMENT
Play a musical instrument Sing either alone or with a group
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
Create Ways for Adults to Actively Participate " “Rusty Musicians” Programs " Fantasy Camps " Offstage at the Jazz Academy " Backstage at the Lincoln
Implications for the Field
Closing Thoughts
" What more would you like to learn from this work?
" In what ways would you like to engage in or learn from the research?
" 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 [email protected]
www.strategiclinks.info
Elizabeth Auer, Assistant Director University of Florida Performing Arts
352-273-2470 [email protected] www.performingarts.ufl.edu