Whelp, Sorry this is a bit late, everyone. To be honest, I totally forgot that I was a discussion leader this week. And of course, it's the last week, because I was, I think, the very last person to sign up.
Anyway, this last week of conversation has been my favorite of the entire course - although it is, admittedly, a difficult conversation to have.
I've been reading quite a bit about the effects of technology and digital mediums on the performing arts, as it is the topic of my research project. I found some of the data from the NEA Study Brett posted to be particularly interesting:
-53% of all adults participate in the arts through digital media I'm willing to bet that this number has increased quite a bit over the last four years. internet streaming has exploded, and an increasing number of organizations are relying on digital avenues to market and expand their audiences (see Jacob's Pillow Dance Interactive for a great example.)
-52% of adults who consumed media via the internet only earned less than $50k per year (41% of all US households earn less than $50k per year) This number didn't surprise me very much at all...quite honestly, I expected it to be higher (and I'd be willing to bet that it is now, as this study was done pre-recession).
When you have limited funds, you don't have a theater dollar, a movie dollar and a cable dollar - you've got one entertainment dollar that you can spend however you like. And you can spend $200+ for one night at the theater with your date, or you can spend $180 for a year-long Netflix subscription. We, as creative people and artists are more likely to have a difficult time making that decision but....
-Half of all US adults neither use media nor attend live events. Sounds like the Breaking Bad Marathon might win out.
-Americans aged 75 and older were more likely than young adults to participate in the arts through media alone (20% vs. 15%)
This one surprised me until I thought about it a bit more. The 75+ crowd, although more likely to attend a live performance, are also more likely to have limited mobility because, well, old people. And I actually find this number to be really encouraging. It shows that, despite their age, seniors can still get down with technology and that maybe the audience for digital is a bit more demographically diverse than we assume.
And, the best for last:
-Americans who participated in the arts through media attended twice as many live arts events than those who did not participate.
So, yeah. I think that live performance is going to be okay. But feel free to tell me why not/rip me apart in the comments.
Apology accepted! I tend to agree that live performance is going to be okay, and would argue that media use can support it. Certainly, there are those that will use Netflix to fill their entertainment needs, but there are also those that will utilize media to access the variety of arts experiences available and inform their purchases when they go out.
My parents are a prime example of adults that use media extensively (my dad loves digital art collections and my mom consistently checks the TV guide for recorded performances) but also go see live performances even more. I also completely get the 75+ crowd exclusively using media. As older generations age with technological knowledge but decreased mobility, it makes perfect sense. My 80+ year old grandmother won't be driving into the city to see the Detroit Symphony, but listed their "digital concert hall" as one of her motivations for getting a computer.
Well, I'll take kitten care in repayment for your tardiness :D. I'm ALMOST late at this point too. I think live performance is OK, too. I actually missed the point that Americans who participated in the arts through media attended twice as many events than those who did not participate. I was under the impression that digital art viewers did not necessarily translate into live viewers.
I think the real key here is creating quality online content (whether it be digital art or marketing) that really drives viewers to want to know your actual product better. Like you said, I can watch Revenge for real cheap, on my couch, in my jammies. What is going to make me want to leave the house and pay lots of money for a theater ticket?
Like Jane Schachtel, Head of Technology and Global Vertical Marketing Manager at Facebook said during a visit to CMU, social media is not separate marketing; it is what is relevant." We want to hear from our friends what is good, and if arts organizations can figure out how to get their "friends" to entice their friends, well, there is a lot of be said for that. Also, organizations need to think about the content that they're putting out there (you know, if they want to engage more). You can't just put anything out there, it has to be quality, and it has to be relevant. Organizations who go the extra mile and really curate their online content are going to be the ones that thrive.
And finally, we should all strive to be more like Jesse's groovy parents. I'm pretty stoked to go back to San Fran and eat their blackberry pancakes, drink some Anchor Steam, and go see rocking arts exhibitions with them.
I think one take-away from this is that some media outlets need to keep in mind that older audiences will be accessing their site for arts content, and therefore, the sites should work to make the experience as easy as possible for older viewers who may be a bit intimidated by all of the technology available. Simple interfaces with large buttons and clear directions may help attract more viewers who would otherwise be intimidated by a busy, ad-filled web page.
Perhaps there is a market for an easy platform that older arts viewers could use where they could access streaming and recorded performances in a simple, easy to follow and designed for them way (large buttons, clear fonts, audio if needed for eyes that have trouble reading on screens + tablets, etc). It could be a subscription site that performing arts organizations have a relationship with in order to specifically attract this older audience and make it as simple as possible to view and listen to performances. Just a thought!
Whelp, Sorry this is a bit late, everyone. To be honest, I totally forgot that I was a discussion leader this week. And of course, it's the last week, because I was, I think, the very last person to sign up.
ReplyDeleteAnyway, this last week of conversation has been my favorite of the entire course - although it is, admittedly, a difficult conversation to have.
I've been reading quite a bit about the effects of technology and digital mediums on the performing arts, as it is the topic of my research project. I found some of the data from the NEA Study Brett posted to be particularly interesting:
-53% of all adults participate in the arts through digital media
I'm willing to bet that this number has increased quite a bit over the last four years. internet streaming has exploded, and an increasing number of organizations are relying on digital avenues to market and expand their audiences (see Jacob's Pillow Dance Interactive for a great example.)
-52% of adults who consumed media via the internet only earned less than $50k per year (41% of all US households earn less than $50k per year)
This number didn't surprise me very much at all...quite honestly, I expected it to be higher (and I'd be willing to bet that it is now, as this study was done pre-recession).
When you have limited funds, you don't have a theater dollar, a movie dollar and a cable dollar - you've got one entertainment dollar that you can spend however you like. And you can spend $200+ for one night at the theater with your date, or you can spend $180 for a year-long Netflix subscription. We, as creative people and artists are more likely to have a difficult time making that decision but....
-Half of all US adults neither use media nor attend live events.
Sounds like the Breaking Bad Marathon might win out.
-Americans aged 75 and older were more likely than young adults to participate in the arts through media alone (20% vs. 15%)
This one surprised me until I thought about it a bit more. The 75+ crowd, although more likely to attend a live performance, are also more likely to have limited mobility because, well, old people. And I actually find this number to be really encouraging. It shows that, despite their age, seniors can still get down with technology and that maybe the audience for digital is a bit more demographically diverse than we assume.
And, the best for last:
-Americans who participated in the arts through media attended twice as many live arts events than those who did not participate.
So, yeah. I think that live performance is going to be okay. But feel free to tell me why not/rip me apart in the comments.
Apology accepted! I tend to agree that live performance is going to be okay, and would argue that media use can support it. Certainly, there are those that will use Netflix to fill their entertainment needs, but there are also those that will utilize media to access the variety of arts experiences available and inform their purchases when they go out.
ReplyDeleteMy parents are a prime example of adults that use media extensively (my dad loves digital art collections and my mom consistently checks the TV guide for recorded performances) but also go see live performances even more. I also completely get the 75+ crowd exclusively using media. As older generations age with technological knowledge but decreased mobility, it makes perfect sense. My 80+ year old grandmother won't be driving into the city to see the Detroit Symphony, but listed their "digital concert hall" as one of her motivations for getting a computer.
Well, I'll take kitten care in repayment for your tardiness :D. I'm ALMOST late at this point too. I think live performance is OK, too. I actually missed the point that Americans who participated in the arts through media attended twice as many events than those who did not participate. I was under the impression that digital art viewers did not necessarily translate into live viewers.
ReplyDeleteI think the real key here is creating quality online content (whether it be digital art or marketing) that really drives viewers to want to know your actual product better. Like you said, I can watch Revenge for real cheap, on my couch, in my jammies. What is going to make me want to leave the house and pay lots of money for a theater ticket?
Like Jane Schachtel, Head of Technology and Global Vertical Marketing Manager at Facebook said during a visit to CMU, social media is not separate marketing; it is what is relevant." We want to hear from our friends what is good, and if arts organizations can figure out how to get their "friends" to entice their friends, well, there is a lot of be said for that. Also, organizations need to think about the content that they're putting out there (you know, if they want to engage more). You can't just put anything out there, it has to be quality, and it has to be relevant. Organizations who go the extra mile and really curate their online content are going to be the ones that thrive.
And finally, we should all strive to be more like Jesse's groovy parents. I'm pretty stoked to go back to San Fran and eat their blackberry pancakes, drink some Anchor Steam, and go see rocking arts exhibitions with them.
I think one take-away from this is that some media outlets need to keep in mind that older audiences will be accessing their site for arts content, and therefore, the sites should work to make the experience as easy as possible for older viewers who may be a bit intimidated by all of the technology available. Simple interfaces with large buttons and clear directions may help attract more viewers who would otherwise be intimidated by a busy, ad-filled web page.
ReplyDeletePerhaps there is a market for an easy platform that older arts viewers could use where they could access streaming and recorded performances in a simple, easy to follow and designed for them way (large buttons, clear fonts, audio if needed for eyes that have trouble reading on screens + tablets, etc). It could be a subscription site that performing arts organizations have a relationship with in order to specifically attract this older audience and make it as simple as possible to view and listen to performances. Just a thought!