Arts and Technology

"How do we take what we're doing and expand it?"

"Informed audiences can be more easily transformed."
-2013 January Pew study says 97% of arts organizations using social media. That's at a
rate much higher than the public. They are excited about getting their message out.
-Promote their missions
-Grow their audiences
-Make audiences more diverse
-Offer material in new and different ways
-Engage audience (Art has become a participatory activity.)
-Technology allows people to talk back and allows the organization to start a dialogue,
encourage people to respond.
-Problems: A lot more criticism out there (criticism as an aspect of engagement). Wider
public thinks more and more art should be free (placing the business side under siege).
To consider: Is the denition of art diluted by the fact there are so many creators now?
Is technology changing the denition of art?
-Changing the experience of art: A lot more is collectively creative/participatory. How do
we protect the experience?
-Arts organizations must ght to survive/adapt to thrive in ever changing digital world.
-Focus on "building the ability to deliver content and enhance audience experiences
across many different programs while laying the groundwork for the next generation
orchestra."
-Challenge: Find new technologies and new ways to use existing technologies to better
promote the organization and reach more/new people. Conjure up new ideas and
inroads for the arts.
-Industry is in a period of transition and technology is the best instrument to facilitate
change.
-We want to continue to break down preconceived barriers of what classical music/art is
and what people think about it. Online tools/platforms are necessary to make this
process relevant.
-Success hinges on engaging people and keeping them engaged. It's not enough to just
reach them. If you can bring them in for the rst time, can you bring them back?
-Must nd a less formal presence in their lives and connect with them on a more
everyday level, while still protecting the integrity of the overall experience.
-Avoid the leading edge/Don't chase the latest fad. Be selective and stick to established
trends. "Not about convincing people to try new technology but to nd where people are
and feed our art and message to potential customers in their normal life."
-Stick to our strengths and use the technology creatively.
User experience cycle: Decision to go -> getting to the venue -> performance at the
venue -> post performance -> repeat.
-Useful framework to brainstorm when and where to integrate digital tools
including social media.
-Ask, Where does social media add value? at different points in the experience.
Biggest opportunity presented by technology: Change the experience.
1. Distribution - Get out into the media (radio/tv/web/mobile)
2. Purchase/Fundraising Experience
3. Customer Engagement - connecting/interacting throughout the process
(coming to the show/leaving/behind-the-scenes at intermission. People are the
most open to engagement immediately after the experience)
4. Internal Technology - the use of technology to run the business more
efciently.
Social Media
-One of the top concerns: Aging donor base. Must reach out to younger generations to
survive and need social media presence to do it.
-Social media presents an enormous opportunity to have a personal dialogue with lots
of people about what we do. Helps audiences feel more invested in the arts.
Helps clarify what organization does and engage audience in process
Helps organization communicate with alumni/patrons/donors/audience
Makes it possible for patrons to engage with each other and for messages to
spread virally.
-Creating designated social media moments. Encourage picture-taking/tweeting/etc. at
specic moments in the process. Then encourage sharing w/organization's social media
channels and their friends after the fact.
Digital Strategy: Three areas of focus.
1. Engagement - create engaging, convenient and accessible relationships with
current and future patrons. Social media/website features/select your own seat/print
at home tix.
2. Distribution - broadcast music and education programs to anyone/anywhere/
anytime.
Webcasts/YouTube/Mobile
3. Experience - present and exciting concert experience from arrival to departure
at your venue
Kiosks/Digital signage/Listening stations/etc.
Enlisting the participation of employees in creating content.
-Requires a social media policy (lay out the philosophy and operationalize effective
social media practice).
-Consult and train people to use it effectively.
-Lead with examples of peers who've done it successfully. Photos/sillybanter/videos of
performance.
-Communicate the value to them personally so that they don't feel taken advantage of.
Don't expect everyone to do it or do it well. Spend some time nding the right people.
-Weekly email digest of responses from across all our social media networks to show
the level of engagement.
Capturing the audience rst is the new normal.
-Expectation that you bring your audience with you. We've all been turned into
marketers and brands.
-Reaching out early on social media creates an immediate feedback loop. You're
hearing from people directly (who can often connect you with other people and help you
expand your audience).
-The most successful at creating and nurturing a dedicated audience are successful
because they enjoy being out there interacting with people (generating valuable word of
mouth).
-Looking for ways to generate interest/stand out from the crowd (look at Rian Johnson
releasing "theatrical" director's commentaries for "Brothers Bloom" and "Looper").
VIDEO OPPORTUNITIES/USES (posted and tagged in an identiable way/as a series
so people who like a specic style can nd/follow/watch/share)
Music montages (city life/timelapse/etc)
GoPro (be in the performance with GoPros attached to instruments)
Explore the venue/Interactive
History - looking back at the Phil/Composers/Instruments/Events
In depth interviews/analysis of musical compositions and performance
Send us your vine videos.
Videos all through the venue/interactive multi camera experience
Trailers for upcoming shows/seasons
Audience shooting and sharing footage that is then cut and posted by Phil
Musician proles
Educational videos
Kids program
Live performance w/commentary
Behind the scenes
Out on the town - bring elements of the orchestra to the people and vice versa
Schools
Picturesque settings
Unusual and unexpected places
Synergism (opportunities like the Alan Gilbert/Tom Brady CBS story, nd ways the
symphony connects to everyday life and show it).
NOTES:
QR codes can be compelling if there is a reason for scanning.
Games have to be relevant to the target audience.
Fundraising is less about the technology and more about when you make the ask.
Mobile encourages last minute sales over season passes.
Everything comes with the discrete and convenient ability to share on facebook/twitter/
etc.
Always looking for ways to make the process more exible and uid.
PEW STUDY NOTES:
2.
-Internet and social media are integral to arts today. Technology permeates these
organizations (marketing/education/performance)
-Technology has made art a more participatory experience and made audiences more
diverse at the same time it has "diluted" the arts by opening new pathways to
participation and criticism.