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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
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 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%
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 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%
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 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
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 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
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 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
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 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
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 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
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 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%
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 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
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 1111
Themes & Observations: Themes & Observations:
Meaning, Values & Beliefs Meaning, Values & Beliefs About Classical MusicAbout Classical Music
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 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?
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 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
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 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
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 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
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 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
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 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
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 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?
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 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”
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 2020
TitleTitle
• Point– Small point
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 2121
Trend towards more Trend towards more interpretation-rich concert interpretation-rich concert
formatsformats• Focus group video clip:
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 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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