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COMPLETE Frantz MA Thesis.pdf (352.29 KB)

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Is Technology the Way Forward for Classical Music? Exploring Audience Engagement in the Digital Era

Frantz, Elizabeth Lorraine
http://rave.ohiolink.edu/etdc/view?acc_num=osu1429625667

Abstract Details

2015, Master of Arts, Ohio State University, Arts Policy and Administration.
In the face of declining attendance rates and aging subscriber bases, American symphony orchestras have begun to seek out new ways to market classical music to a younger demographic. This target group includes the Millennial generation, which has displayed a widespread disinterest in classical music alongside a higher level of comfort with (and reliance on) technology than any previous generation. In response, many performing ensembles are experimenting with augmenting their concerts with technology such as social media interaction, projections and smartphone applications. It is important to note that although many new and interesting digital genres are made possible by the advancements of technology, this thesis focuses on classical music as performed by acoustically traditional symphonic instruments. This study explores the current phenomenon of implementing technology in the concert hall as an audience development tool using case studies of the Philadelphia Orchestra, ProMusica Chamber Orchestra, and Elevate Ensemble. The data suggests that these performing ensembles are including technology in three main areas of their audience development strategy: targeting specific niche demographics, programming new and community-based repertoire, and increasing social engagement. These themes point to the conclusion that the injection of technology alone into the concert experience is not enough to make classical music concerts appealing to the next generation. Orchestra administrators must be willing to mindfully consider each part of the traditional concert structure as an opportunity to modernize, while still keeping the celebration of quality classical music central to their mission.
Wayne Lawson, PhD (Advisor)
Shoshanah Goldberg-Miller, PhD (Committee Member)
92 p.
Art Education; Arts Management; Music
symphony; symphony orchestra; classical music; technology; audience development; audience engagement; innovation; customer comfort

Recommended Citations

Citations

  • Frantz, E. L. (2015). Is Technology the Way Forward for Classical Music? Exploring Audience Engagement in the Digital Era [Master's thesis, Ohio State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=osu1429625667

    APA Style (7th edition)

  • Frantz, Elizabeth. Is Technology the Way Forward for Classical Music? Exploring Audience Engagement in the Digital Era. 2015. Ohio State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=osu1429625667.

    MLA Style (8th edition)

  • Frantz, Elizabeth. "Is Technology the Way Forward for Classical Music? Exploring Audience Engagement in the Digital Era." Master's thesis, Ohio State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=osu1429625667

    Chicago Manual of Style (17th edition)

osu1429625667
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© 2015, all rights reserved.
This open access ETD is published by The Ohio State University and OhioLINK.