Ruth Hartt’s Post

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Growing arts audiences through customer centricity

48% of the U.S. population doesn't feel welcome in the classical music world. This will never change, unless we can get our loyal audiences to understand that it is their responsibility to help Outsiders feel welcome. But also—too many of our rituals stem from 19th century exclusionary ideals that make Outsiders feel marginalized and less than. It’s time to trade the implicit expectations for explicit guidelines. What would that look like when it comes to the implicit expectations around applause? What if we reserved one section in the concert hall for those who feel moved to respond to music in real time—and another for those who prefer to wait til the end? #artsmarketing #audiencedevelopment #artsadministration

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Holly Mulcahy

Soloist, Concertmaster, Audience Engagement; Executive Director of Arts Capacity; Artistic Director of Wyoming Festival of New Music

11mo

So many audience members, (trained thru our own classical history and tradition), feel compelled to let others know that *they* are in the know. It boils down to human nature of wanting to be accepted, being seen as an expert, and wanting to be right. Until we enlighten audiences....empower them with more than just perceived rules and traditions, the constant shaming will continue. There needs to be a better way for organizations to convey to audiences: audience potential/power, empathy with fellow audience, and a grasp of why and how being at a live concert matters.

Florence Eves

Director of Social and Content

11mo

I know I shouldn't say this but... sometimes the audience are the problem? Like that pesky segment that wants to retain this imagined tradition to sit still and be quiet is the only way to appreciate the artform. How about sitting loudly for a bit, and hollering when we're moved by the incredible display of virtuosity on display? Wild. Throw open the doors and let the people in.

Jonathan Wardle

President, Brighton Development, Inc. at Brighton Corporation

11mo

Ruth Hartt I remember sitting in a church congregation that is known for little to no parishioner interaction. A new parishioner came and when moved by the words of the preacher would give a soft “amen” or “mmm.” Some of the OG saw it as offensive while others understood. We actually had a small group discussion about whether it was right or wrong. The issue really boiled down to understanding from all sides. While our congregational norm was generally subdued, we realized that wasn’t the only way to “worship.”

Alejandra Valarino Boyer

Director, Ravinia Steans Music Institute

11mo

I have been thinking about this so much after seeing new audiences shamed for clapping between movements. How can we be explicit about these unwritten rules and why do have them? Can the artist play a role in letting the audience know their preference? Can the audience reward the newcomer's enthusiasm by connecting with them to learn what the newcomer enjoyed and to share why some folks don't clap? I've done the latter and it's always a rich conversation that has allowed me to build community as an audience member. It always brings to mind this Kimberly Clark bit: https://fb.watch/n1v5Amzmlh/

Marc Gascoigne

Portrait & Editorial Photographer for the Arts & Creative Industries

11mo

I remember being surprised to learn that before the 19th-C, not only did people clap between movements, but quite often the orchestra *didn’t even play all the movements*. I like pointing that out to people who think you can’t properly appreciate the composer’s intentions if you show a little appreciation in the silences.

Lee Mills

Bringing people together and creating shared moments of beauty

11mo

People should always clap between movements if they feel so moved! The “no clapping between movements” is an artificial restriction put on audiences in the late 19th century. Mozart even wrote a new second movement for his Paris Symphony (k297) because the audeince DID NOT APPLAUD ENTHUSIASTICALY ENOUGH after the original second movement.

Sally Podrebarac

Adjunct Instructor of Music and Brass Coordinator at Tarrant County College Northwest

11mo

I’m surprised it’s not a higher percentage! I teach a lot of music appreciation classes and the majority of students do not feel accepted attending a classical music concert.

Dave Wakeman

C-Suite Advisor | Helping CEOs, Executives & Boards Achieve Breakthrough Growth & Profits

11mo

That comment sounds like the commentator has an attention problem not the person caught up in the magic of the experience and sharing their joy and happiness.

Tracy Jones Ingle

Director of Marketing & Public Relations at Harriman-Jewell Series

11mo

When I hear patrons clap (when they aren’t “supposed” to) I don’t get annoyed. I instantly think…we have a new patron in our audience tonight and it’s probably their first time with us…and I’m excited about that!

Marina Rojas

Marketing Director for Spirit Radio 88.9/100.1 FM

11mo

Our Music Director/Maestro does an excellent job introducing the pieces and he will explain if there will be pauses and I love his line he always says, "And if you clap, it's totally okay! We won't judge you, right everyone?" It acknowledges the usual patrons, welcomes the new and has some humor with it.

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