taking a step bach to find what's haydn in plain sight: lessons on problem-solving,...

taking a step Bach, to see what’s Haydn in plain sight lessons on problem-solving, inclusivity, and empowerment from classical music

Smitha Prasadh SENIOR EXPERIENCE DESIGNER, AUTODESKFOUNDER, MURASAKI STUDIO

WEB DESIGN DAY ∙ 2016 JUNE 24 ∙ PITTSBURGH, PA, USA

https://mubi.com/films/amadeus

https://en.wikipedia.org/wiki/Ludwig_van_Beethoven

Ludwig van Beethoven Symphony No. 5 in C minor, Op. 67 - 1 Allegro con brio The Cleveland Orchestra, cond. Christoph von Dohnányi

https://looneytunescaps.blogspot.com/2012/07/whats-opera-doc.html http://www.wavsource.com/tv/looney2.htm

“Kill the Wabbit” - Elmer Fudd / Bugs Bunny from the Looney Tunes animated short, “What’s Opera, Doc”

https://twitter.com/BPOrchestra/status/575476822730657792

Jean Sibelius Concert for Violin and Orchestra in D minor, Op. 47 - 1. Allegro moderato Anne-Sophie Mutter, Staatskapelle Dresden, cond. André Previn

http://www.sfgate.com/entertainment/article/Members-of-YouTube-Symphony-Orchestra-picked-3169812.php http://wfae.org/post/symphony-takes-steps-diversify-audience https://www.yahoo.com/music/tech-symphony-boston-orchestra-loaning-patrons-ipads-071107883.html

Pop-Up Opera at the Charlotte Symphony

http://wfae.org/post/symphony-takes-steps-diversify-audience

“Crystallize” - Lindsey Stirling

what can design + technology learnfrom classical music?

https://en.wikipedia.org/wiki/Music_of_Singapore#/media/File:Orchestra_of_the_Music_Makers_Stravinsky_Concert.jpg

playing the violin has shaped how I view and interact with the world.

working as a UX designer has shaped how I view and interact with classical music.

applying concepts from classical music teamwork and collaboration ∙ rehearsing and performing

deriving lessons from what you love practicing as problem-solving

encouraging people to own new knowledge in their own way

people working together ▶︎ rehearsing and performing ▶︎ practicing as problem solving ▶︎ audience barriers to entry ▶︎ make it your own

about classical music a baseline of knowledge

http://www.chethams.com/venue-hire/25-corporate/press-area http://americanmavericks.org/2012/03/12/american-mavericks-festival-concerts-a-triumph-and-a-whirlwind-of-delight/sfs_mavericks2012_mar8-1111/ https://edtrayes.com/2013/10/concert-honoring-temple-universitys-10th-president-neil-theobald-philadelphia-pennsylvania-usa/ http://d.lib.ncsu.edu/collections/catalog/0228486

https://www.youtube.com/watch?v=4b51flGFQWA

Rodrigo Y Gabriela - Torito Montreux Jazz Festival 2014

https://www.youtube.com/watch?v=otcrnrQAwD8

Felix Mendelssohn Bartholdi Symphony No. 5 in D minor, “The Reformation,” Op. 107 - 1. Allegro con fuoco Frankfurt Radio Symphony (hr-Sinfonieorchester), cond. Jérémie Rohrer

http://www.huffingtonpost.ca/2013/04/25/12-crazy-composers_n_2994491.html

https://www.youtube.com/watch?v=QssPdmYuL-A

Ludwig van Beethoven String Quartet No. 4 in C minor, Op. 18 - 1. Allegro, ma non tanto Belcea String Quartet

http://www.musictuitionlondon.co.uk/violin-viola-cello.php

Johann Sebastian Bach - Partita No. 3 for Solo Violin, BWV 1006 - Hilary Hahn, soloist Nicholas Bootiman, viola - Philharmonia Orchestra - https://www.youtube.com/watch?v=XierDLeUiYg Karen Stephenson, cello - Philharmonia Orchestra - https://www.youtube.com/watch?v=RcqzPoMza7c Michael Fuller, double bass - Philharmonia Orchestra - https://www.youtube.com/watch?v=nUUVSxZ4ohI

http://blog.twg.ca/2013/05/experiencedesignersinagileteam/

rehearsing and performing

how big is your group? size determines what you play and how you play it scope and direction of projects

symphony 50-100 musicians detailed, intricate, multi-movement music your section leader guides and advocates for you to the conductor

overhaul of / maintenance on complex software c-suite calls the shots; your manager represents you

https://www.atlantasymphony.org/About/Newsroom/Photos

chamber orchestra no more than 50 people smaller pieces, or scaled back orchestrations better visibility into leadership and each other’s work

mid-sized company, or autonomous product team in a large company better face time and communication teamwide

http://chamberorchestra.org/orchestra/

http://www.ticketsinventory.com/concert/artemis-string-quartet-tickets/

small ensemble self-directed quartet, trio, or other tiny group use body language and eye contact when performing

small, self-guided product team or startup equal collaboration and authority

http://ostimusic.com/blog/circus-maximus-in-disney-hall/

sheet music basic information notation just like…wireframes!

what the score tells you key and time signatures repeating certain passages nuance and emphasis context of other instrument lines when to take a break intentional breaking of rules wrapping it up

what the wireframe tells you key and time signatures repeating certain passages nuance and emphasis context of other instrument lines when to take a break intentional breaking of rules wrapping it up

overall structure reusable components callouts its place in the overall product IA - separation of content where to break the layout mold achieving a user’s goal

what the wireframe tells you key and time signatures repeating certain passages nuance and emphasis context of other instrument lines when to take a break intentional breaking of rules wrapping it up

overall structure reusable components callouts its place in the overall product IA - separation of content where to break the layout mold achieving a user’s goal

but the execution can be differenthttp://ostimusic.com/blog/circus-maximus-in-disney-hall/

http://www.stageandcinema.com/2014/10/11/london-philharmonic-orchestra/

at the performance

at the performance 95% of the work is already done behind the scenes, the team has united on how to actually do it if there are last-minute changes, a well-functioning team can roll with it

http://www.stageandcinema.com/2014/10/11/london-philharmonic-orchestra/

working mindfully case study: Mendelssohn’s 5th Symphony, “The Reformation”

https://www.youtube.com/watch?v=otcrnrQAwD8

Felix Mendelssohn Bartholdi Symphony No. 5 in D minor, “The Reformation,” Op. 107 - 1. Allegro con fuoco Frankfurt Radio Symphony (hr-Sinfonieorchester), cond. Jérémie Rohrer

problem solving whether in learning music or in tackling a design problem

problem solving whether in learning music or in tackling a design problem …and here’s how I approached this one

be gentle—it’s okay if it’s hard

break it into chunks

break it into smaller chunks

don’t lose sight of the whole

look for patterns

and areas that break the patterns

you’re not always (or usually) the soloist

feel the ebb and flow of the narrative

every note is important

what you can do is awesome and enough

(any further and this will get really nerdy)

classical music performanceis all about problem solving.

you can derive these lessons from anything you love. and even stuff you don’t.

trying something new: dismantling barriers to entry (the audience’s perspective)

http://triblive.com/aande/music/8819222-74/tourangeau-symphony-says https://www.fastcompany.com/1785985/how-symphonies-grew-strong-audiences-killing-myth-average-consumer http://www.post-gazette.com/local/city/2008/02/01/Graying-of-arts-audience-a-concern/stories/200802010178 https://mezzaphonicallyspeaking.wordpress.com/2013/07/10/the-millennials-orchestra-the-challenges-facing-u-s-symphony-orchestras-part-2/ http://www.gregsandow.com/old/audience.htm

attendance (nationwide):

symphonies lose 55% of customers annually

91% of first-timers don’t return

1991-2011: 29% decrease in attendance

1992-2008:Hispanic attendance declined: 5.7% to 3.8%Afr.-Am. attendance declined 6.9% to 4.3%

Pittsburgh Symphony Orchestra:

Pittsburgh’s art audience: 45% is over 55

PSO hasn’t had a balanced budget since 2008

age (nationwide):

avg. attendee age nationwide: 57

1992-2008: all age demographics’ attendance declined, except for 75+

many people have never been to the symphony.

same problems, different folks. how to attract and retain new people?

http://www.wolffchronicles.com/2014-2/november-2014/november-26-2014/

barriers to entry people think they need prior knowledge stigmas and stereotypes breaking habits and forming new ones

new audiences: orchestras utilizing social media offering discounts and giveaways appealing to students pops concerts and famous soloists free concerts bringing music to the people

new audiences: design/tech viral marketing word of mouth early adopter discounts s.e.o. advertising and its emotional impact free trials and freemium

Felix Mendelssohn Bartholdi Symphony No. 5 in D mnor, “The Reformation,” Op. 107 - 1. Allegro con fuoco Frankfurt Radio Symphony (hr-Sinfonieorchester), cond. Jérémie Rohrer

culture: symphony etiquette don’t want to do the wrong thing friendly advice from experts orchestra FAQs for first-timers

https://www.theguardian.com/culture/2015/oct/03/hipster-social-phenomenon-commercial-success - credit Nikola Nikolovsky

culture: design/tech hipster culture intimidates those who aren’t part of it strive for a culture of inclusivity

http://projects.aljazeera.com/2014/detroit-music/ - credit Tim Galloway, Al Jazeera America

diversity attracting minorities to participate will make minority attendees feel more welcome avoiding unconscious / implicit bias in recruitment

classical music and design are for everybody. it’s on us to challenge barriers to entry, and to advocate for inclusivity. we love what we do.let’s share the love with others.

http://projects.aljazeera.com/2014/detroit-music/ - credit Tim Galloway, Al Jazeera America

“Kill the Wabbit” - Elmer Fudd / Bugs Bunny from the Looney Tunes animated short, “What’s Opera, Doc”

https://loveinbitesize.blogspot.com/2015/04/j-movie-review-nodame-cantabile-special.html http://www.cinemasterpieces.com/82011/swcportal.jpg

there are multipleentry points.

John Williams Star Wars Episode IV: A New Hope - Main Theme and Rebel Blockade Runner London Symphony Orchestra

Ludwig van Beethoven Symphony No. 7 in A Major, Op. 92 - 1. Poco sostenuto - Vivace The Cleveland Orchestra, cond. Christoph von Dohnányi

find the path of discovery that works best for you.

find the path of discovery that works best for you. empower your users to follow their own path.

find the path of discovery that works best for you. empower your users to follow their own path. work together as a team to make this happen.

find the path of discovery that works best for you. empower your users to follow their own path. work together as a team to make this happen. derive lessons from something you love.

find the path of discovery that works best for you. empower your users to follow their own path. work together as a team to make this happen. derive lessons from something you love. engage different problem-solving strategies. make it your own, and enjoy the journey.

thank you!HOLA@SMITHAPRASADH.COM HTTP://SMITHAPRASADH.COM TWITTER: @HOLASMITHA

REFERENCES:

Author unknown. Tips for beginners: about your first concert. Austin Symphony Orchestra. 2016. http://www.austinsymphony.org/visitor/beginners/

Duggan, Briana. Symphony takes steps to diversify audience. WFAE 90.7. 2013 February 21. http://wfae.org/post/symphony-takes-steps-diversify-audience Editorial. Diversifying the classical music world. Baltimore Sun. 2016 June 9. http://www.baltimoresun.com/news/opinion/editorial/bs-ed-symphony-20160609-story.html

Kanny, Mark. New Pittsburgh Symphony CEO confronts budget, attendance issues. TribLive. 2015 August 8. http://triblive.com/aande/music/8819222-74/tourangeau-symphony-says Kennicott, Philip. America’s orchestras are in crisis. New Republic. 2013 August 25. https://newrepublic.com/article/114221/orchestras-crisis-outreach-ruining-them

Marcelo, Philip. Tech at the symphony: Boston orchestra loaning patrons iPads. Associated Press. 2016 January 18. https://www.yahoo.com/music/tech-symphony-boston-orchestra-loaning-patrons-ipads-071107883.html

McNulty, Timothy. Graying of arts audiences a concern. Pittsburgh Post-Gazette. 2008 February 1. http://www.post-gazette.com/local/city/2008/02/01/Graying-of-arts-audience-a-concern/stories/200802010178 Mitchell, Lorenzo. Lorenzo Mitchell’s MusicMap System. Date unknown. http://mitchellmusicmap.com/

Reilly, Lucas. 3 dirty songs by Mozart. Mental Floss. 2014 February 26. http://mentalfloss.com/article/55247/3-dirty-songs-mozart Reilly, Lucas. What’s the difference: orchestra, symphony, and philharmonic? Mental Floss. 2013 September 27. http://mentalfloss.com/article/52912/what%E2%80%99s-difference-orchestra-symphony-and-philharmonic

Sandow, Greg. Orchestras, engage your audience! Sandow: An ArtsJournal Blog. 2015 January 28. http://www.artsjournal.com/sandow/2015/01/orchestras-engage-your-audience.html

Sandow, Greg. Orchestras, meet your audience! GregSandow.com. Date unknown. http://www.gregsandow.com/old/audience.htm

Slywotzky, Adrian. How symphonies grew strong audiences by killing the myth of the average consumer. FastCompany. 2011 October 13. https://www.fastcompany.com/1785985/how-symphonies-grew-strong-audiences-killing-myth-average-consumer

Smith, Tim. In Baltimore, the largely white orchestra world talks diversity. Artsmash, Baltimore Sun. 2016 June 8. http://www.baltimoresun.com/entertainment/arts/artsmash/bs-ae-orchestra-conference-20160608-story.html

Starek, Catherine. The Millennials’ orchestra: the challenges facing U.S. Symphony Orchestras - Part 2. Mezzaphonically Speaking. 2013 July 10. https://mezzaphonicallyspeaking.wordpress.com/2013/07/10/the-millennials-orchestra-the-challenges-facing- u-s-symphony-orchestras-part-2/

Tarnowetzki, Robin. Murders, stalkers, and the apocalypse, the crazy lives of classical composers. Huffington Post. 2013 April 25. http://www.huffingtonpost.ca/2013/04/25/12-crazy-composers_n_2994491.html

RECORDINGS:

Beethoven: String Quartet No. 4 Op. 18Belcea String Quartet https://www.youtube.com/watch?v=QssPdmYuL-A

Beethoven: Symphony No. 5 in C minor, Op. 67Cleveland Orchestra, cond. Christoph von Dohnanyi

This particular one’s not streaming anywhere. There are probably thousands of recordings of this ridiculously famous piece (I usedit almost as a parody, if it wasn’t obvious), so just search for“beethoven 5” and pick something.

Beethoven: Symphony No. 7 in A Major, Op. 92Cleveland Orchestra, cond. Christoph von Dohnanyi

Ditto: guess this album (with the 5 and the 7) is not available for streaming.

Mendelssohn: Symphony. No. 5 “The Reformation,” Op. 107 - Frankfurt Radio Symphony, cond. Jéremie Rhorer https://www.youtube.com/watch?v=otcrnrQAwD8

Philharmonia Orchestra’s viola/cello/bass introductions https://www.youtube.com/channel/UCKzx92ZqX1PKYTC-FC-CZRQ

Rodrigo y Gabriela: Live at Montreux Festival 2014 https://www.youtube.com/watch?v=4b51flGFQWA

Sibelius: Violin Concerto in D minor, Op. 47 Anne-Sophie Mutter, Staatskapelle Dresden, cond. André Previn https://www.youtube.com/watch?v=-u7NHx5CP74

This is the recording I have on hand, but my personal favorite rendition is by Sarah Chang, with the Radio Filharmonisch Orkest, cond. Jaap van Zweden, so check that out and compare: https://www.youtube.com/watch?v=gpS_u5RvMpM)

John Williams: Star Wars Episode IV - A New Hope London Symphony Orchestra, cond. John Williams https://www.youtube.com/watch?v=LQDYDpxL-KQ

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taking a step bach to find what's haydn in plain sight: lessons on problem-solving,...

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