Presentatie Hans Waege | congres podiumkunsten 2012

Data, knowledge and innovation The case of the Rotterdam Philharmonic Orchestra

The classical music institution• Our music by itself has true value – it is self-sufficient and true; – it is a functionally autonomous discipline.• But relative….• Some classical music has a certain degree of universality in a time-space area.

Bzzzzz - WAAW• Classical music concerts are social constructions of individuals and groups that have specific meaning, connotations and value(s).• Classical music is composed for and recieved by a different audience over time and space.

FIRST• From a supply to a demand logic.• Your artists are the first to be convinced.• Culture and communication.

Analysis• Macro trends.• Meso analysis of local environment.• Micro analysis of company, products and audiences.

Trends• Flexibility• Technology• Looking EAST ; EAST looking WEST tradition• Commercialisation of the life world• Multi-alternative society• Cultural relativisation• Today and future

• Cultural and artistic education• Fast forward and visual society• Experiences• Lifeworld commercialisation• Communication and information society• Events and Festivals• Vacation timing +55 year olds• Old feels Young

The evidence• Older elderly• Higher education• Higher middle income• Cultural capital parents• Percieved distance of classical music• Cultural change: education, peers, media, generation, …

Goals: short & middle• A circle of mutually reinforcing goals• General brand innovation – Logo, look and feel – Sub-brand strategy• “More” audience• Younger audience• First level audience is important• Quality product & symphonic level

Means• Branding: old brand and new sub-brands• Marketing:• Product development• (Long term education)

INNOVATION PHASE 1• Classic Product – Contemporary Design – Flexible subscription series• Communication on – Feeling – Experience (Try and Listen) – Image (Russian campaign)• Content – Film music concerts

• Complexity reduction• Leading people• More sales• Flexibility, time and individualisation• Repertoire (and feelings)

• Feelings (and repertoire)• Image• Stylish• Contemporary

• Arty, trendy (retro).• New communication techniques: Guerilla campaign• But, ART and the COMPOSER as central heroes.

Rotterdams Philarmonisch, 17 november 2011

Results • Sales up, Age down • Website • Facebook • Press & nomination campaignRotterdams Philarmonisch, 17 november 2011

PHASE 2• New products for different audiences: – Market segmentation • age / education • taste / generation – Evergreens: firework series – Family – Classic Club Nights (XL) – Existing markets for the symphony orchestra • Film music: highbrow Lord of the Rings

THE TROJAN HORSE: Classic Club Night• Target AUDIENCE: 20+, higher education.• Need: Evening out in an exclusive environment.• Format: classical music, world music, etc.. In an exclusive club setting (build the setting with visuals and DJ).• Observation: connecting to the unfamiliar through the familiar -> people appreciate classical music.• EARNINGS?: very cost inefficient for a symphony orchestra which makes sponsoring etc. necesarry, – The way to your core business is long – Leaning about communicating with the new audience – First level audience

Lord of the Rings - live• Audience: Film music lovers, all ages• The message: feeling the power of the symphony orchestra• Format: live soundtrack Lord of the Rings• Result: big success + new audience.• EARNINGS? : Expensive for audience and organisers.

The stretch of the Rotterdam Philharmonic• Highbrow classical concerts at highest international level• Classical concerts (+90,000 in R’dam/+70% seats sold)• New products for new audiences – B to B issues• Education• Social projects

Some Tools: creating the condition•Typologies ?• Trends ?• Scientific surveys ?• Audience research ?• Panels ?• Innovation in organisation !• Organisation as culture !• Organisation as structure !

Audience research ?• Short term improvements• Check hypothesis• Follow-up goals strategy• Conservative instrument• Expensive

Focus on• Database construction and client data – cheaper in the long run. – facts, behaviour analysis. – ecological problem. – data enrichement by questionnaires is possible, but legal restrictions.

Organisation• Culture• Innovation function• Innovation manager ?• “Added value” is more and more created in the office, not only on stage anymore.

Unresolved innovation issues• Measurement costs, monitoring and learning• Venues• Alternative locations? A solution ?• Investment vs immediate return• Identity – innovation• Media: the future ?

Phase 3: Repertoire and next generation Stars ?• Composers – Of our time – Understand the ear of younger people and society – Produce content that communicates with the audience of today• Financially solid systems for commisions – Inspired by music/movie industry• The concert evening and venue

• FOLLOW US ON• https://www.rpho.nl/• http://twitter.com/#!/rdamsphil

Presentatie Hans Waege | congres podiumkunsten 2012

by Promotie Podiumkunsten on Jun 26, 2012

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