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What do audiences enjoy in virtual concerts: implications
for professional arts & arts education
Music Island Concerts 2011
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Top 5 Enjoyment factors for SL Audiences
No. 1 1 hour concerts fit modern life-styles and
time slots better than traditional 2.5 hour concerts.
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Can 1 hour concerts be marketed in RL? • Interestingly, this preference for
shorter concerts was also indentified in a series of studies published by the Knight Foundation in 2004
• 1 hr concerts are easily adopted by chamber concert groups self-producing concerts in informal settings such as church halls and community centres.
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Can 1 hour concerts be marketed in RL? Cont’d
• The adoption of 1 hr concerts by organizations employing union musicians in halls with union stage hands is complicated by existing collective bargaining agreements—based upon a traditional 2-2.5 hour concert.
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Can 1 hour concerts be marketed in RL? Cont’d
• Audiences expect to pay less for 1 hour concerts than a full length concert but costs may not be significantly lower due to minimum musician, stagehand and rental agreement costs.
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What are the artistic implications of 1 hour concerts? • Artistically, this would have no effect, or
a positive effect. All but the longest symphonies (e.g. Mahler, Bruchner) are less than one hour.
• There is historical precedent for the performance of a single symphony on a program.
• The typical--opening short work/concerto/symphony--concert program that we are used to in our times is a modern invention. 6
Top 5 Enjoyment factors for virtual concert
audiences
No. 2 Ability to text other concert-goers, share
thoughts and ask questions.
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What are the implications of the audience’s enjoyment of sharing thoughts and questions for arts organizations? • HURRAY! Audiences like to
enjoy music in live time with social interaction with other audience members and with artists! They prefer it to pre-recorded music or music videos – formats enjoyed in solitude. 8
What are the implications of the audience’s enjoyment of sharing thoughts and questions for arts organizations? (cont’d) • All of the below activities
address this preference:– Pre-concert chats– Meet the performer receptions– Music appreciation classes– Experiments with Twitter
streams during concerts.9
Top 5 Enjoyment factors for virtual concert
audiences
No. 3 Ability to come and go at will without
disturbing others.
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What are the implications of the audience’s desire to come and go at will for arts organizations? • Current concert halls are not
configured for staggered access• Outdoor concerts provide ease of
access but are usually non-ticketed• Consider the acceptibility of
ticketed open-air, open-concept seating concerts
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What are the artistic implications of the audience’s desire to come and go at will for arts organizations? • Some audience members will find
this distracting • Musicians and Music Directors will
argue that it compromises the integrity of the work
• Limited experiments with new audiences might be acceptable
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Query: Why are SL musicians more accepting of audience’s coming and going during concerts? Possibly…. • Some coming and going is
unavoidable due to computer & connection issues
• SL Musicians are more experimental to begin with
• Coming and going in SL is less disruptive than in RL
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Top 5 Enjoyment factors for virtual concert
audiences
No. 4 Accessibility of musicians, musical
commentary between pieces.
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What are the implications of the audience’s desire to have more contact with artists for arts organizations? • Program casual concerts with more
dialogue• Open receptions up to all audience
members, not just donors• Create opportunities for talk-back • Consider putting head-sets on
some musicians for talk-back during informative concerts.
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Top 5 Enjoyment factors for virtual concert
audiences
No. 5 Expressions of appreciation from bursting
heart particles to floating in the air.
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What are the implications of the audience’s desire to have new ways to express appreciation for arts organizations?
• Allow some fun in the concert hall, be creative in allowing the audience to express themselves. during informative concerts.
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