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
• 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
