mpr leadership initiative: classical music consumers © 2003 alan s. brown & associates, in...

MPR Leadership Initiative: Classical Music ConsumersMPR Leadership Initiative: Classical Music Consumers© 2003 Alan S. Brown & Associates, in association with Audience Insight LLC© 2003 Alan S. Brown & Associates, in association with Audience Insight LLC

Slide Slide 11

Consumers’ Connections Consumers’ Connections to Classical Radioto Classical Radio

Minnesota Public RadioMinnesota Public RadioLeadership Initiative: Investing in a New Leadership Initiative: Investing in a New

Generation of Classical Music Generation of Classical Music Programming for Public RadioProgramming for Public Radio

Presentation by Alan BrownPresentation by Alan Brown(203) 259-7219(203) 259-7219


Slide Slide 22

Not quite 6% of culturally-active Not quite 6% of culturally-active adults are “very knowledgeable” adults are “very knowledgeable”

about classical musicabout classical musicSELF-REPORTED KNOWLEDGE LEVEL ABOUT CLASSICAL

MUSIC, AMONG CULTURALLY-ACTIVE ADULTS(source: national public telephone survey, n=1,295)

Not Very Knowledgeable

50%

Very Knowledgeable

6%

Somewhat Knowledgeable

44%


Slide Slide 33

10% of culturally-active adults 10% of culturally-active adults say they are “critical listeners” say they are “critical listeners”

of classical musicof classical musicSELF-REPORTED TYPE OF CLASSICAL MUSIC

LISTENER, AMONG CULTURALLY-ACTIVE ADULTS (source: national public telephone survey, n=1,293)

"Uninterested Listener"

11%

"Casual Listener"

79%

"Critical Listener"

10%


Slide Slide 44

Seven in ten culturally-active Seven in ten culturally-active adults have “ever” listened to adults have “ever” listened to

classical radioclassical radioLIFETIME INCIDENCE RATES FOR CONSUMING CLASSICAL

MUSIC THROUGH MEDIA AND RECORDINGS,AMONG CULTURALLY ACTIVE ADULTS

(source: national public telephone survey, n=1,293)

5%

64%

66%

72%

95%

36%

34%

28%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Internet Web Site

Television or VCR

Records, Tapes or CDs

Radio

Yes, I do listen No, I do not listen


Slide Slide 55

Radio is the dominant Radio is the dominant mode of art form mode of art form

consumptionconsumptionFREQUENCY OF LISTENING TO CLASSICAL MUSIC VIA ELECTRONIC

MEDIA: CULTURALLY-ACTIVE ADULTS(source: 15 public telephone surveys, n=5799)

6%

12%

6%

20%

23%

20%

25%

23%

33%

16%

12%

40%

32%

30%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Internet web site

On Television or VCR

Classical records, tapes, CDs

Classical radio

% OF CULTURALLY ACTIVE ADULTS

Listen Daily Several times a week Several times a month Several times a year Never


Slide Slide 66

Correlation between Correlation between frequency of radio listening frequency of radio listening

and sophisticationand sophisticationSELF-REPORTED TYPE OF LISTENER

10%

7%

31%

14%

7% 7% 5%

78% 81

%

68%

83% 87

%

79%

66%

11%

11%

1% 3% 5%

14%

30%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Culturally-Active U.S.

Adults

Culturally-Active TwinCities Adults

Listen Dailyto Classical

Radio

ListenSeveralTimes aWeek

ListenSeveralTimes aMonth

ListenSeveralTimes a

Year

Do not listento classical

radio

% O

F AN

ALYS

IS G

RO

UP

Critical Listener Casual Listener Uninterested listener


Slide Slide 77

People use classical radio as a low-risk People use classical radio as a low-risk opportunity to gain familiarity with opportunity to gain familiarity with

composers and compositionscomposers and compositionsDO YOU HAVE FAVORITE CLASSICAL MUSIC

COMPOSER OR COMPOSITION?

43%47%

71%

58%

48%

38%

30%24%

30%

56%

41%36%

29%23%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Culturally -

Activ e U.S.

Adults

Culturally -

Activ e Tw in

Cities Adults

Listen Daily

to Classical

Radio

Listen

Sev eral

Times a

Week

Listen

Sev eral

Times a

Month

Listen

Sev eral

Times a

Year

Do not listen

to classical

radio

% O

F AN

ALYS

IS G

RO

UP

Have a Favorite Composer Have a Favorite Composition


Slide Slide 88

See the correlation between See the correlation between classical radio and recordingsclassical radio and recordings

NUMBER OF CLASSICAL RECORDINGS OWNED

Mean Median**

St. Paul: Culturally-Active Adults 28 6By Frequency of Classical Radio Listening*Listen Daily 62 20Listen Several Times a Week 30 10Listen Several Times a Month 17 6Listen Several Times a Year 11 3*source: 15 public telephone surveys, aggregate figures**half above, half below


Slide Slide 99

A quarter of culturally-active A quarter of culturally-active adults listen to classical radio, adults listen to classical radio,

but not recordingsbut not recordings

VENUES USED FOR LISTENING TO CLASSICAL RADIO AND RECORDINGS, BY CONSUMPTION

CATEGORY

31% 37

%

67%

58%

25%

67%

13%

12%

22%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Listen to Classical

Radio (Only ) (N=277)

Listen to Classical

Recordings (Only )

(N=199)

Listen to Both Radio

and Recordings

(N=651)

% o

f Sub

-Gro

up

At Home In a Car At Work

LIFETIME INCIDENCE RATES FOR LISTENING TO CLASSICAL MUSIC RADIO, RECORDINGS AMONG CULTURALLY- ACTIVE ADULTS (source: national

public telephone survey n=1,293)

Listen to Neither12.8%

Listen to Both Radio and Recordings

50.3%

Listen to Classical Recordings (Only)

15.4%

Listen to Classical Radio (Only)

21.4%


Slide Slide 1010

Use of the Web Among Use of the Web Among Classical Consumers: Classical Consumers:

Data PointData PointWEB USAGE BY AGE COHORT:

LARGE CALIFORNIA UNIVERSITY PRESENTING PROGRAM

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Age 18-34 (n=99) Age 35-44(n=148)

Age 45-54(n=261)

Age 55-64(n=301)

Age 65-74(n=176)

Age 75+ (n=106)

% O

F AG

E CO

HORT

% w/Web Tix Purchase History

% Ever Visited CP Web Site

% Ever Purchased Tix Off CPWeb Site


Slide Slide 1111

Themes & Observations: Themes & Observations:

Meaning, Values & Beliefs Meaning, Values & Beliefs About Classical MusicAbout Classical Music


Slide Slide 1212

More people like more More people like more different kinds of music different kinds of music

than ever beforethan ever before• Diversification and fragmentation of

musical tastes is a long-term trend– Cross-cultural influences– Enabled by advances in recording

technology– Continuum from popular to “high art”

• Why limit the discussion to one musical genre?


Slide Slide 1313

Jazz, opera and classic rock Jazz, opera and classic rock are right behind classical are right behind classical

musicmusicLIKES/DISLIKES FOR DIFFERENT KINDS OF MUSIC

(Source: Online Survey of Silicon Valley Classical Enthusiasts)

65%

26%

41%

13%

13%

10%

7%

8%

4%

23%

31%

21%

25%

23%

23%

11%

12%

12%

10%

34%

23%

47%

47%

48%

43%

36%

37%

11%

9%

15%

15%

16%

19%

38%

44%

46%

87%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Rap or Hip Hop

Inspirational or Gospel Music

Alternative or Hard Rock

Country or Folk Music

Latin, Spanish or Salsa

World Music

Classic Rock and Oldies

Opera

Jazz or Blues

Classical Music

Dislike a lot Dislike a little Like a little Like a lot


Slide Slide 1414

Boundaries around the art Boundaries around the art form have blurredform have blurred

• Consumers don’t put us in the boxes that we put ourselves in– What is classical music?– Whose definition matters?

• The classical crossover phenomenon has permanently changed perceptions– “Fragile” (Yo Yo Ma & Sting)– “Mozart for Mothers-to-be”– Sydney Symphony Superdome Spectacular


Slide Slide 1515

What is “classical music,” What is “classical music,” anyways?anyways?

• Whose definition matters?DISCIPLINE NAME OF PERFORMANCE/PERFORMER DISCIPLINE NAME OF PERFORMANCE/PERFORMER

Classical Music CHINESE COMMUNITY CELEBRATION IN SF BAY AREA Opera LUCIA DI LAMERMOORClassical Music TITO PUENTES Opera LA BOHEMEClassical Music MUSIC IN THE MOUNTAINS, PAUL PERRY DIRECTOR Opera LES MIZ AND PHANTOM OF THE OPERAClassical Music THE MUSIC MAN Opera BRIGADOONClassical Music MASTERWORK CHORAL Opera CINDERELLAClassical Music RUSSIAN CLASSICAL MALE SINGER Opera PHANTOM OF THE OPERAClassical Music MOOREHOUSE COLLEGE AND SPELLMAN COLLEGE Opera PHANTOM OF THE OPERAClassical Music PACIFIC OPERA HOUSE Opera MADAME BUTTERFLYClassical Music COMMUNITY BAND FOR THE ELDERLY Opera PHANTOM OF THE OPERAClassical Music THE STOMPERS Opera I PURITANIClassical Music SHOWBOAT WITH TOM BOSLEY Opera IT WAS ON BROADWAYClassical Music ENGLISH CHOIR GROUP -- ABBEY SINGERS Opera PHANTOM OF THE OPERAClassical Music CHURCH ORGAN PERFORMANCE Opera FAUSTClassical Music AN EVENING OF OPERA, PAUL PLISHKAClassical Music KING AND IClassical Music OLIVER Source: NEA 1997 Surey of Public Participation in the ArtsClassical Music PIANO RECITAL Verbatim responses to open-ended questionsClassical Music CHRISTMAS MUSIC Excerpts onlyClassical Music ORGAN RECITAL, BACH PRIMARILY


Slide Slide 1616

People use classical music People use classical music as a sound track to their as a sound track to their

liveslives• People associate music with everyday

activities, moods, emotions and important events– “I play a certain kind of music for vacuuming,

and a different kind of music for cooking…”– “At the end of the day, after I put the kids to

bed, I put on classical music – it’s something I do for me.”

• A deep level of meaning is possible because the context is so personal


Slide Slide 1717

Consumers derive layers Consumers derive layers of value around classical of value around classical

music participationmusic participation

©2002 Audience Insight LLC

INTR

INS

IC /

EX

TR

INS

IC


Slide Slide 1818

Demand for more intense Demand for more intense leisure experiences – how leisure experiences – how

can classical radio can classical radio respond?respond?

• More value around experiential learning and “edutainment”

• People want more value for their time investment

• What would “extreme classical radio” be like? Who would listen?

• How can more value, more interpretation be embedded in the classical radio format?


Slide Slide 1919

Summary ThoughtsSummary Thoughts

• Classical radio is the dominant mode of consumption of the art form

• Range of sophistication levels: one man’s anesthesia is another man’s revelation

• Knowledge is not pre-requisite for enjoyment; people want help becoming better listeners

• Need to start thinking in terms of values and emotions, instead of formats and genres

• Radio is the place where affinity is born; the primary “pathway to involvement”


Slide Slide 2020

TitleTitle

• Point– Small point


Slide Slide 2121

Trend towards more Trend towards more interpretation-rich concert interpretation-rich concert

formatsformats• Focus group video clip:


Slide Slide 2222

Trend towards more Trend towards more interpretation-rich concert interpretation-rich concert

formatsformats• Focus group video clip transcription:

– “Almost have a two tiered type system. You could have a concert, one scheduled time that is for the real aficionados, who know everything about it… the real purists, they just want to be there for the music, period, that’s it…”

– “Then you have another time that’s more instructional. And maybe instead of a two hour program, it’s a one hour program, but it includes more of the background and historical… sort of a learner’s series…”

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