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 o o o o o
When was it? Where did the experience take place? Who, if anyone, was with you? Can you recall any sensory memories? What was the impact/value of that experience for you? 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. In short… Audience engagement is a philosophy to maximize impact.
“Making Sense of Audience Engagement,” Alan Brown. 2011
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 Research tells us…
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
18%
17%
24% 24% 25%
21% 22% 23% 22% 18%
55 to 64
Satellite radio
11%
45 to 54
Browsing in record stores
Music subscriptons
29% 30%
31%
41% 41%
35 to 44
21% 18%
19% 15% 12% 8%
10% 31%
33% 33%
74% 77% 78% 80%
18 to 34
YouTube
CD reviews
37% 34% 41% 38% 35%
61% 61%
57%
64%
65%
86%
90%
Local clubs/ promoters
50%
48% 46%
44%
39% 34% 31%
44%
50%
Print media
Movie soundtracks or TV shows
38%
30%
Listening to the radio
20% 29%
50%
40%
Suggestions from people you know
60% 67%
70% 80% 76% 73%
80%
Recommendations from friends or family
Musical taste is socially transmitted PERCENT REPORTING EACH SOURCE OF INFORMATION ABOUT UNFAMILIAR ARTISTS, BY AGE COHORT
100%
65+
0%
INCIDENCE OF INITIATORS AND RESPONDERS, BY SEGMENT 50% 45% 44%
Ini ators (Agreement ra ng of 6 or 7)
40%
Responders (Agreement ra ng of 6 or 7)
35%
25% 16%
15%
17%
21%
21%
21%
24%
20%
24%
25%
27%
30%
30%
8%
10% 5% 0% Knowledgeable Jazz-Centered Musicians Omnivores
Urban Culture Dabblers
Standard Fare Partners
Social Butterflies
Comfort Seekers
Implications for the Field 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
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 Research tells us…
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 Jazz Arts Group’s Jazz Audiences Initiative - 2011
Jazz-Centered Omnivores and Urban Culture Dabblers are most “democratic” in their arts attendance HIGH FREQUENCY ATTENDANCE (THREE OR MORE TIMES IN THE PAST 12 MONTHS), BY SEGMENT 100%
86%
90%
33% 27%
19% 8%
8%
31% 11% 14%
20%
33%
45%
42% 47% 35% 4% 13%
16% 18%
46%
70% 45% 30%
21%
28%
40% 35% 45% 21%
13% 16%
10%
10%
20%
22% 20%
30%
39% 36%
40%
45%
50%
51%
60%
67% 68%
71%
70%
79%
80%
0% Knowledgeable Musicians
Jazz-Centered Omnivores
Jazz shows Classical music concerts Broadway musicals
Urban Culture Dabblers
Standard Fare Social Butterflies Comfort Seekers Partners
Art museums or galleries Stage plays
Rock or R&B shows World Music Concerts
Maryland Statewide Survey on the Arts Attendance by the General Public 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%
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?�
Implications for the Field 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
Younger Buyers Have More Eclectic Tastes
Younger Buyers Have More Eclectic Tastes Research tells us…
Music labels (genres) are confusing and often not relevant A multi-pronged engagement approach is required – before, during and after the show.
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Younger buyers are more involved in a range of music activities CURRENT INVOLVEMENT IN MUSIC ACTIVITIES, BY SAMPLE AND BY AGE COHORT
64%
61% 81%
60% 47% 48%
23% 24%
32% 22% 39%
18-34
37%
79%
67% 62%
25%
37%
78%
31% 52%
15% 13% 11% 15% 15%
6% 13% 10% 16% 16%
13% 8% 14% 14%
27%
25%
35-44
45-54
23% 30% 13%
16% 15% 19% 25%
23%
13% 11% 18%
55-64
65+
20% 7% 11% 16%
54% 10% 12% 10% 19%
27% 37% 12% 7% 17%
10% 14% 10% 14%
22%
24%
23%
26%
22%
25%
21%
18% 13%
18-34
35-44
45-54
55-64
65+
Ticket Buyer Sample
Prospect Sample
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 PERCENTAGE OF JAZZ AS PART OF MUSIC COLLECTION, BY AGE COHORT Less than 50%
50%
50% or more
100% 90%
15%
80%
8%
25%
34%
44%
7%
70% 60%
13% 12%
50% 40%
41%
77%
30%
10%
68% 53%
20%
47%
46%
55 to 64
65+
10% 0% 18 to 34
35 to 44
45 to 54
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.”
Implications for the Field 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
32
Informal Settings Are Most Appealing
Informal Settings are Most Appealing Research tells us…
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.
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Informal settings are most appealing, even for older buyers VENUE PREFERENCES, BY SAMPLE AND AGE COHORT "How much would you like to see jazz in..." Clubs or lounges with small tables 6
Park or outdoor pavilion with food booths
5
Restaurants with full menu service
4
Formal concert halls with chandeliers in the lobby
3
Grungy dive bars with sticky floors
2
Private homes
Ticket Buyer Sample
Prospect Sample
65+
55-64
45-54
35-44
18-34
65+
55-64
45-54
35-44
1
18-34
Avg. Rating (1=Not At All; 7=A Great Deal)
7
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
Garden Theatre – Columbus, Ohio
38
Garden Theatre – Columbus, Ohio
39
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 Research tells us…
Audience members often have an “unfulfilled interest” in direct participation. (i.e., playing a musical instrument)
Jazz Arts Group’s Jazz Audiences Initiative - 2011
Maryland Statewide Survey on the Arts
Areas of Interest in the Arts 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)
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?” Source: OpinionWorks, 2013
Implications for the Field Create Ways for Adults to Actively Participate “Rusty Musicians” Programs
Fantasy Camps Offstage at the Jazz Academy
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