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

Rotterdams Philarmonisch, 17 november 2011

Results

• Sales up, Age down

• Website

• Facebook

• Press & nomination campaign

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 clubsetting (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