The Future of the Digital Orchestra: Audiences
On May 21st, 2021, OC welcomed Janet Bwititi (Director, Marketing & Sales; Calgary Philharmonic), Tanya Derksen (VP of Artistic Production; Philadelphia Orchestra) and Vicki Young (Managing Director; Manitoba Chamber Orchestra) to kick off our three-part series on the Future of the Digital Orchestra. First up: Audiences.
The conversation began with a summary of research insights from The Arts Firm based on in-depth interviews with orchestras and performing arts organizations around North America, reflecting on their experience with digital activities during COVID-19 and the future they see for digital. Then, we heard from our speakers in a series of short presentations followed by a panel discussion and Q&A.
Here are a few key learnings about audiences and digital content:
Reaching and Retaining Audiences
There are a variety of ways orchestras can use digital to deepen connections with current patrons and reach new people. Start locally by identifying and working with new partners in your local market. Calgary Philharmonic’s Civic Spaces series featured performances at iconic landmarks and worked with their owners and occupants to build connections in Calgary and vicinity. Similarly, the Philadelphia Orchestra created a series called Our City, Your Orchestra to bring musicians into local businesses around Philadelphia. Moreover, moving programming online and opening registration can increase your reach while breaking geographical barriers. The Philadelphia Orchestra has found that 37.6% of ticket buyers were new to the orchestra while 56% of viewers lived outside the Philadelphia region and 5% were international! Manitoba Chamber Orchestra partnered with a popular YouTube influencer, and gained over 400 new subscribers to their own channel. These developments are exciting, but keep in mind that the next several years will call upon each orchestra to reflect on its own mission and capacity to serve local, national, or international audiences digitally when live performance becomes possible once again.
Experimentation and Measuring Success
Test the waters, be flexible and see what resounds with your audience – but be sure to collect data to help you measure your successes, assess different options, and plan for the future. Some things to try:
- Attaching some form of ticket or RSVP (paid or free) to your digital content can help you gain better insight into your audience’s profile and level of engagement, compared to streaming without any advance sign-up.
- There are many different content release models you can experiment with, like keeping content available in perpetuity, making free and paid content available for different lengths of time, replacing content regularly, or re-releasing concerts that performed well with a second premiere.
- To boost attendance, try redirecting your marketing strategies. Before the pandemic, most ads were geared towards a specific night or performance, but now with digital, people can access these performances for an extended time from anywhere! Check the initial interest you receive as well as your growth after the fact.
- Consider how sponsorships can be integrated into online offerings – a sponsor may see great value in their logo being displayed directly on the screen of a digital performance.
New Technology, New Relationships
Digital content can open new possibilities for audiences to experience your orchestra. For example, with camera angles and closeups, audiences are seeing musicians in a whole new light. However, consider the challenges current and potential audiences are facing (such as a lack of familiarity with technology, or lack of access to high-speed internet). Tactics could include video tutorials to introduce users to your digital platform, and access to support by phone or email. Customer service is key: orchestras need to pivot from helping people to their seats in the hall to helping people find their digital “seats” on-line. Not all patrons are digitally inclined, but many still want to connect with your music safely while doors are closed. The Manitoba Chamber Orchestra opted to reach these audiences through a radio program, broadcasting archival concerts every other Sunday on a local classical music station.
OC is grateful to Vicki, Tanya, Janet, and everyone that joined the discussion and offered great insight. We deeply appreciate the generous support of the Canada Council for the Arts Digital Strategy Fund in helping to make our Future of the Digital Orchestra research and events happen. We are also grateful to our steering committee ((Bernard LeBlanc from the Canadian Federation of Musicians, Robert Fraser from the Organization of Canadian Symphony Musicians, Jovanny Savoie from Conseil québécois de la musique, Tim Crouch from Soundstreams / OC’s Digital Committee, and Tanya Derksen from Philadelphia Orchestra / Board Member at OC), who provided oversight and feedback throughout the project. This project was managed by The Arts Firm. Be sure to explore the recordings, Powerpoints, and key learnings from our other two Future of the Digital Orchestra sessions: Finances (May 28, 2021) and Pride of Work (June 4, 2021).
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