Vedlegg: Rapport fra samarbeid med VUMA

Produced by VUMA projects for the Diversity Impact Studies

VUMA, a diversity initiative in Bergen, brought in 7 millennial norwegians with african immigrant backgrounds who have a strong professional or personal interest in music to give feedback on the Knut Vaage – Hybrid Spetakkel performance at Borealis 2020. The experience from first contact with BIT20, the event, through to after the event were analysed and feedback given.

Some primary feedback was on the introduction of the event through the marketing copy online. Our participants did not find this aspect enticing or relatable, and felt the event was geared toward insiders, those who are in a community of intellectual white people who listen to contemporary classical experimental music. However, at the event they felt very welcomed and relatively comfortable despite being in the minority in the audience.

Most participants found at least some enjoyment in the performance itself and had different notes on what they liked the most, and what might have added to their engagement. Some of these key aspects were visuals, information, references to other music experiences, and importantly social aspects.

One important take away was the desire to have a human community to reflect on the performance with, as well as discussions on representation of people of minority backgrounds in the performance.

This report includes suggestions from VUMA as cultural organisers and mediators, analysis of the participants' feedback, and a transcript of their answers to discussion questions.

The participants were glad that a cultural institution was taking time, effort, and money to thoughtfully discover their point of view and hopes that honest reflection and action will follow. We all hope that many institutions do the same as well.

All participants have immigrant backgrounds, primarily from African countries. They are between the ages of 20 and 30, and some had been to a BIT20 event before with

VUMA, some had not. All identify as musicians or have a strong and consistent interest in music, either professionally or as a primary freetime activity. One sings in a choir, one plays the drums, one is a full time musician and painter, and others are most connected to music through listening to African pop music. Overall, participants live in a way where they consistently expand their horizons in how they understand and experience music and art. All participants either have, or are currently in higher education (BA+).

All participants were directed to social media, website copy, and BIT20’s printed programme. Their feedback, in conclusion, was that this show would not have greatly peaked their interest based on the text provided. The copy came off as both too specific and too vague for this group. It was mentioned that the information and descriptions seemed to target a specific audience of contemporary classical music listeners, not the general public, i.e. the attention paid to musicians' names which were unknown to the focus group.

Imagery used indicated that it would be a more classical experience than reality proved. It was noticed by the group that the programme BIT20 did not include any black musicians and could have been more diverse.

The actual music and event was experienced differently by the members in the group, but overall there was nothing that did not meet or completely exceed expectations. A large portion of the group agreed that the visual aspect of the show helped them follow along with and engage with the music in a more exciting way

than had there been no visuals. It was mentioned that it was an interesting stage set up, and two participants mentioned that their interest in anime1 was a primary reference for their understanding and interpretation of the music.

A few participants enjoyed thinking about the philosophical and social intentions of the music and work as a whole, another found the individual musicians and the idea of who they could be as people most intriguing. Even the participant who admittedly did not enjoy the music still found the experience of newness and the challenge of the music rewarding.

The way that a venue and the people filling said venue meets a new or unlikely guest can set the tone and dictate how receptive the guest is to the event, to the art, and to becoming a continued audience member. This first impression is essential, and can be a terrifying experience for people of colour or any other outsider to the typical audience.

The participants’ observations of the rest of the audience: - White - Wealthy - Old - Focused - Well educated on the genre of music - Socially intimidating, concentrated in small groups

The participants felt out of place, and noticeably different than the rest of the crowd. One participant posed a concern -“Do they wonder what we are doing here?” , but another was comforted by the few young people in the crowd.

Although these observations were made, the participants did not feel unwelcome, but on the contrary were extremely appreciative of the efforts made to make them feel comfortable. Many mentioned that, as is typical of Borealis events, the fact that there was someone to greet them with a smile at the door was very appreciated. Laila’s cheery, intentionally welcoming attitude also made it clear that the participants presence was greatly appreciated, and the fact that the names of the participants were spelled correctly and on the guest list signaled that the event was organised with care and respect.

1 Anime is a genre of TV and film animation that begun in Japan. Some genre leaders have well known and epic soundtracks, such as Hayao Miyazaki’s Spirited Away (2003).

The participants enjoyed being able to choose their own seats, and that even though there was a formal aire to the event, the flow of action required by guests felt clear and organised. The group felt completely comfortable knowing that they had people to attend the event with, and that there was a specific space for them to socialise and discuss the event after with food.

Cost was not mentioned as a barrier to attendance at all. What was mentioned were: 1. community belonging and 2. social opportunities.

What audience members feel is expected of them can be difficult to control, but providing a comfortable, interesting and enticing space for guests to socialise, network, and discuss the music is a manageable asset that could encourage listeners to return to such events. Often young people or people with less economic privilege do not have entertaining spaces of their own to return to for socialising afterwards, and many bars and cafes could be too expensive. If possible, to give this space to the younger audience would create a deeper and more lasting relationship with the event, as well as ease of arranging attendance with their friends. Unfortunately, plastic cups of box wine as are common at vernissages do not communicate that the space is to be enjoyed as a social space in comparison with a cafe or bar.

It is also important to notice that young people of colour like to attend events as part of a community. For millennials, much of our education and music comes from our devices, therefore when the effort is made to listen to music in public, or go to an event that will expand our understanding of the world intellectually, the human aspect is essential. This also goes beyond the venue, but creating a community within your audience, which can be discussed further with VUMA if desired.

It often takes only one connection, or one touchstone to create a welcoming atmosphere for people of colour or other atypical new audience members. Based on feedback from the Hybrid Spectacle by Knut Vaage & BIT20 Ensemble some actions that could be easily integrated into events and concerts consistently are:

1. Greeters. In Norway it is common for one’s presence in a room to go unacknowledged, and to be not be greeted when walking into a room even full of people one knows. This is not common practice in most places in the world, in both events and casual social gatherings. Breaking this norm in

Norway by assuring your guests will be greeted by a friendly face who can answer questions can set new guests at ease.

2. Guest list. If a guest list is used, always be sure to have the correctly spelled names, as was done for this event. 3. Social Setting. Facilitating social ways to enjoy, digest, and reflect upon the experience is essential to audience retention and enjoyment of the event.

Though this is not always easy, there are actions to signal to the audience that they should stay and socialise after an event, such as appropriate seating, and the availability of food and drinks. This is especially crucial for audience members that may have not enjoyed the music or art, but can stay for the social aspect and become a part of a community. 4. A shift in marketing copy. If a new audience is to be reached and invested in, the marketing copy will need to address them appropriately, catching their eye and relating to their own experience. Currently the BIT20 marketing copy primarily addresses an audience that is assumed to be familiar with the contemporary classical music scene.

Long term recommendations:

1. Educated Diversification. For anyone of a minority group, seeing themselves and their interests represented is always key for creating a relevant programme and a comfortable event. However, this cannot be done haphazardly or in a tokenising way. It is often obvious when a person of colour or queer person is invited to participate for the sake of diversification only. This takes long term education and broadening of understanding of many genres and cultures, but is important work to do, and is noticed quickly by audiences.

Further assistance on how to go about this education can be further discussed with VUMA if desired. 2. Visuals and Staging. This aspect of musical art can be key to keeping less committed or invested audience members engaged. This can also be a great way of expanding BIT20’s artistic reach and network, and could provide them a way to invest in communities they might not invest in through hiring musicians. 3. Invest in mediation. Much like contemporary art, contemporary classical music tends to be intellectual, exclusive, and elusive. Many audience members attend events to expand their creative or intellectual consciousness, and to feel part of the city’s high culture. Providing the music alone is not enough, in the same way that an art institution that wishes to reach out to the general public cannot simply present the art without context and mediation.

Mediation can be done in innumerous ways, ranging from an easy to read text available to attendees to experimental bodywork workshops such as that run by Carte Blanche dancer Noam Eidelman Shatil at the Hordaland Kunstsenter exhibition “Subterranea” in June 2020. Another common practice in art mediation is the discussion of the artists themselves and their life stories. This was mentioned by an audience

member and could be an interesting aspect of the mediation and marketing copy, increasing relatability.

The Role of The Arts in Your Life

Zeregabr Nawid 25 lived 7 years in Norway - I rarely go to arts events, but in the past year I developed an interest in museums. I like to go places where I can learn something new. I usually follow the facebook lokal app, and from there I have an overview of everything that's happening nearby me.

Naomi – Not often, haven’t found what I actually like, and I am still trying to explore this. At least from last year from working with Bergen Assembly and working with Oi that was when I was really exposed. But I do sing in the Choir. I find out about what's happening through friends.

Gift – I was also a little bit part of Oi, but I mainly DJ, in that sense every Saturday. I attend parties to relax my brain. I find what I am going to attend on social media, and I think that the information is clear there.

Adam – going out, listening to music after a long week, mostly African music. I got some opportunity to attend some arts event in Bergen like SS Mendi at the National Theatre - and SWEET TOOTH- which was empowering. Regarding to the art in Bergen, it could be more inclusive, I get information from friends (word of mouth).

Paul – Once a year at the very least I go to a theater. I work as an artist myself. I paint and write to express myself. I usually go to art exhibitions. My information comes from posters from the city, friends and social media. I am involved more and more now, but when it comes to experimental music this was a first.

Rufta - I haven’t attended any art shows here in Bergen. Used to in Eritrea, I just moved to Bergen 6 months ago. So, my sister lets me know what’s going on.

Abigael – I used to play a drum. I am from a smaller town than Bergen, so we didn’t have that much cultural happenings. But I have been going to more art shows in Bergen, especially visual arts. I love Anime. I usually find information through social media and friends.

Perceptions of BIT20

Zeregabr- It was a bit serious or formal, and quiet. This made me a little nervous. I honestly didn't know what to expect.

Naomi- Well I didn't have a chance to read and research what we were going to see, but you told me that the piece was about technology. So, when I entered here I kind of got the idea because of the lights. When we came in, I felt welcomed, but noticed we were the only black people. That did not surprise me, because of the way we were invited here, we wouldn't be here if it wasn’t because of this arrangement. So, it’s hard to judge because I know if I came alone, I wouldn't have been led to a private room with snacks. I also noticed around me that the audience was kind of

old. The guy next to me was like leaning forward and super concentrated, and I was thinking like, “okay, you get this” .

In general, if I wasn’t coming with the group, when I first entered the space it was full of people in tiny groups chatting with each other. (Note: intimidating) The separate room is what made me feel most welcome.

Gift- When I came, I didn’t know what to expect. I did not feel out of place being black, people were welcoming. There was a guy who opened the door, and it didn’t take more than five minutes before the guestlist lady attended us. The seats were comfortable, and it was easy to see what’s in front of you. I felt like there were a bunch of rich people there. (Note. Everyone agreed to this) I wondered if people were wondering what we were doing there.

Adam- There was someone at the door who opened the door for us and said hello. Leila greeted us with a handshake, and she was smiling. It was well organized.

Paul- As everyone mentioned I didn’t feel awkward as a black person being there, but at the same time you could tell that this was a “Caucasian” thing. I really liked the screen, and the digital effect. When I walked in the room that really stood out to me. The setting of everything just felt formal. I saw few people our age. What made me feel most welcome is being able to choose where to sit, for me that was very welcoming. I can sit where I am comfortable. But overall, I was excited to see the show.

Rufta- It was a nice experience. I have never been exposed to this world of experimental music. It just feels like a different world, very, very white. This and the Sweet Tooth performance yesterday are like worlds apart.

Abigael- It didn’t feel different to me since I am a volunteer here. The very first thing I noticed when I entered the concert hall, was seeing the guy in the middle with a cello and the people with the radios in the beginning. Rather than the usual orchestra setting of people sitting down, I was intrigued by this. I felt most welcomed by the guest list, I was surprised by this, and when I saw my name it just showed that they took their time to put this together and even got my name right.

36:18

Probe: Did it sound familiar to you? Does it remind you of other music you like? Why or why not?

Zeregabr- This was the first time I had ever seen so many instruments playing together at the same time, one song. I have never heard this type of music before. I managed to follow the piece, and I really liked the visuals. The led lights and the shapes they were making kind of reminded me of like an oil-rig. I really enjoyed those effects, for me this is where I saw the link between the music technology.

Abigael- The music didn’t feel that experimental to me. It didn’t sound foreign to my ears. When I think of experimental, I think of something I haven’t heard before. If you have watched a lot of anime, I noticed a lot of similarities. The music didn’t feel new

to me.

Rufta- For me, I liked the instruments more, but I didn’t like it. Maybe it’s because it's new to me and I haven’t heard this before, maybe that’s why. There were some sound effects, there were parts I liked but not all of it. I also liked the screens, and the

visual effects. If the screen wasn’t there I would have slept. I was concentrating on the screen.

Paul- For me, experimental is taking the classic instruments and using them for different sounds. I think it was fascinating but it’s not my cup of tea. Like Rufta said without the visuals it would be hard to follow along. A lot of the sounds were also familiar to me as well, because I too like anime, so it was easier for me to digest the piece and maintain a focus. Another new experience for me was seeing these instruments be played live, I had never seen that before.

Adam- This was my first time to be honest, experiencing experimental music. Although I knew what the main topic was about, I tried to make my own interpretation. Like for example, I know they have switched off the radio stations so now we are using Dab. In the beginning of the piece when people were walking around with the radio. They were trying to connect to this frequency, but they could not get it. I also thought of how we are in the 4th industrial revolution. The whole music from my understanding is trying to make sense of everything which is happening in our society. That we are over exposed to social media, all of these instruments kind of represented the chaos. So, that’s what I got from it. That it is chaos to live in this world or this society.

Gift- I didn’t know where the music was going. I am used to having a certain pattern in music. I am used to instruments being gradually introduced in a song, but here it was like very sudden and random. The only time I felt the rhythm was when the guy was playing the drums. It was special though; it was very relaxing music. I didn’t feel like I could stand up and dance, but it was relaxing. The guy on the cello made the whole piece a little bit more interesting to me, and we were sitting right in front of him. He made weird sounds not just with the instrument but also with his mouth. At

points I just felt like they had decided hey let’s just f-shit up and invite people. I was surprised to see them smiling in the end, but understand if he smiled while playing, it would have broken the “act. ”

Naomi- The music sounded familiar to me from movies. I thought this must be how they make sound in the movies. At points I started to drift from the piece and just study the performers. Like the guy who played the Xylophone looked kind of nerdy, then I started thinking about how old he might be, and how did he get into this. I also noticed like there were few young people like about five or four and 90% of the orchestra wore glasses. I stood up and clapped at the end of the piece, not because I enjoyed it a lot, but I am currently leading a small choir and I can't imagine how it is like to lead a whole orchestra. I really liked that they were multitasking.

Zeregabr- I had no expectations at the same time I did. I think it was exciting. I felt like I didn't have enough time to take in everything. The experience went fast.

Abigael - I went through the program books, and this show didn’t seem interesting to me while reading the program. I thought it would be like our last visit to Grieg Hallen with all the instruments and technology, but it was a good surprise.

Rufta - I had zero expectations.

Paul - It met my expectation of it being experimental and it was shorter than I expected.

Adam - Maybe the first 3 mins with the radio stuff which I could relate to, and I could relate this to the technology part described in the program. Then it was the chaos, but I ended making up my own interpretation. Though overall, I think it met my expectation.

Gift - I thought it would be like classical continuous music but then it was like broken up into pieces. So, it didn’t meet my expectations as I first sat down.

Naomi - The setting of the room at first yes met my expectation then later on I kind of developed my own interest moved to make stories about the instrument players, and the dedication they are putting in.

Zeregabr- I don't feel like I can really comment on that right now. I think I need more time to take everything because I don't want to make an unfair judgement.

Abigael - It really doesn’t describe the show at all. This picture doesn’t incorporate what this show is about and what you can expect. It’s just an image of a typical classical music show. I don’t see the experimental element or the visual part of it which is what made the show quite interesting. Usually we are attracted to the picture rather than the words when we look at a program. So, when I see that picture it doesn’t spike my curiosity. The show was quite interesting especially with the visual effects, and neon lighting.

Paul - Yeah but I agree and disagree on what you said. People tend to skip over the graphical elements of the picture. Like if you look at it long enough you get a picture of what is shown on the screen. (Abigael- but you have to see the show first to get

what that is, I wouldn't get it). The humanity evolving with technology part is the only thing in the description that piqued my interest. But most of it just feels too vague, it’s not really indicating much of what will happen.

Rufta- I wouldn’t come based on the program. It’s not my cup of tea.

Naomi- I think you need to know something about the genre and have a developed interest. That’s what this program tells me. They put the artist's name here, Trond Madsen, he might be a big deal in that genre, but I don’t know it. I think it’s a context thing, if it was an African Pop artist I would know. So, the information is done this way for people they are targeting, and I am not part of the target group.

Gift- Make it more diverse, just put a black guy there that’s what catches my eyes. (-Abigael- But it has to be someone who is qualified or else that would be tokenistic, no?)

All said yes to attending more arts program 4 of 7 said yes to attending more BIT20 art programs.

Zeregabr- I don’t think it’s that challenging for me anymore. I have friends who keep me informed about what's happening. I am also very fond of using the lokal facebook app. It basically shows you what's happening in the city based on what you and your friends are interested in.

Paul- It's more being part of a community. Like now I felt like I have been part of a community. This is more inclusive. I don’t think it needs to be free. For me, it’s about being more included in the community, in the arts community. If they had free events as warm-ups to the main thing, then I would attend more. If they had like Kulturtreffs prior to the main show and I knew the people who were coming. Then I would attend more.

Naomi- Another thing I think is important for me is to have the time to socialize and meet people. Who have shared interest, I can relate to, we can sit comfortably together and share a new experience.

Adam- If it wasn’t for kulturtreff I wouldn’t have known about this event. So, it’s

about getting a network. I know definitely that they put this out on social media, but they were probably targeting different people. So, it doesn’t reach us. Kulturtreff our networking, the key to the things that are happening here in Bergen.