collaboration in reaching new audiences
DESCRIPTION
Collaboration in reaching new audiences. About this session. Developing audiences for contemporary classical music Setting up effective European collaborations What you will get from the project. The challenge. Other artforms. WHO IS IT FOR. Narrow. Wide. Artist-led Temple. VISION. - PowerPoint PPT PresentationTRANSCRIPT
Collaboration in reaching new audiences
About this session
Developing audiences for contemporary classical music
Setting up effective European collaborationsWhat you will get from the project
The challenge
Other artforms
WHO IS IT FOR
VISION
Narrow
Wide
Artist-ledTemple
Audience-led
Marketplace
WHO IS IT FOR
VISION
Narrow
Wide
Artist-ledTemple
Audience-led
Marketplace
INTROVERTEDArtist-led, peer focused
WHO IS IT FOR
VISION
Narrow
Wide
Artist-ledTemple
Audience-led
Marketplace
INTROVERTEDArtist-led, peer focused
POSITIVE ACTIONAudience-led, socially focused
WHO IS IT FOR
VISION
Narrow
Wide
Artist-ledTemple
Audience-led
Marketplace
INTROVERTEDArtist-led, peer focused
POSITIVE ACTION
Audience-led, socially focused
MAINSTREAM
Audience-led, audience focused
WHO IS IT FOR
VISION
Narrow
Wide
Artist-ledTemple
Audience-led
Marketplace
INTROVERTEDArtist-led, peer focused
POSITIVE ACTION
Audience-led, socially focused
MAINSTREAM
Audience-led, audience focused
ACCESSIBLEArtist-led, audience focused
Narrow Wide
Artis
ticAu
dien
ce
VISI
ON
WHO IT’S FOR
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Renewing the concert form
Concert form
Audience engagement
Marketing/PR/ Communications
Artisticvision IdentityProgramme
Building a network
The partners Denmark: Danish Composers’ Society (www.komponistforeningen.dk) Sweden: Swedish Composers’ Society (www.fst.se) Norway: Norwegian Society of Composers (www.komponist.no ) Finland: Society of Finnish Composers (www.composers.fi) Slovakia: Music Centre Slovakia (www.hc.sk) France: SACEM (www.sacem.fr) Belgium, Wallonia: Wallonie-Bruxelles International (www.wbi.be) UK: PRS for Music Foundation (http://www.prsformusicfoundation.com ) Poland: Polish Composers' Union (www.zkp.org.pl) Ireland: Contemporary Music Centre Ireland (www.cmc.ie) Croatia: Croatian Composers’ Society (http://www.hds.hr) Hungary: Hungarian Composers’ Union (http://www.hungaropus.hu ) Belgium, Flanders: ISCM Vlaanderen (www.iscm-vlaanderen.be ) Lithuania: Lithuanian Composer’s Union (www.lks.lt) Latvia: Latvian Composer’s Union (www.lks.org.lv) Austria: MICA Music Austria (www.musicaustria.at )
The ensembles
Effective collaboration
Concert form
Audience engagement
Marketing/PR/ Communications
Artisticvision IdentityProgramme
Audiences for the projectPeople who are interested in contemporary classical music: either going to
concerts or buying cdsHeavy consumers of other forms of music with eclectic tastes who have
not yet developed an interest in contemporary musicPeople who are interested in other artforms but not contemporary musicCurrent audience of participating ensemblesMusicians, composers and ensemble leadersMusic teachersArts venue and festival programmers (organisers)People with a professional interest in audience development from across
the performing artsAcademics with research interests including classical music, arts
management, audience development
Success criteria
Get bigger audiencesExchange and collect knowledgeDo better marketing
Getting new audiences online
88% of European searches are with Google
70% of all clicks on Google are for the first three listings on the first page
Quick fixes
100 words on your home pageUse the words they search forSort out your title tags
Quick fixes
100 words on your home pageUse the words they search forSort out your title tags– 65 characters– What you do then who you are– Most important words first– Use the words they search for
Evaluation
What is audience development?
More peopleDifferent kinds of peoplePeople enjoy it morePeople feel they understand it morePeople listen to the ensemble more
Did it work?
Principles
This is what we didThis workedThis is why it worksThis did not workThis is what went wrongSimple research methodsInformation to help ensembles, not academics
Simple research methods
What four or five words would you use to describe this concert?
Results are easy to understand
What difference did we make?
Research before and after–Use past research–Collect new evidence about audiences
before we start–Benchmarking?: what do the
ensembles want to know?
How?
With our help, the ensembles in each group agree what they want to know
We create a research toolkit
Each ensemble has a partner to help them adapt and use the toolkit
Research steering group?MA or MBA students? Interns?
Who gains from this project?
Can you [email protected]