Presentation materials from the Saturday, November 9th session from the 2013 NAMP Conference. Presenters: Alan Brown, WolfBrown, San Francisco, CA; Michelle Witt, University of Washington, Seattle, WA

1. Student Engagement in the Performing Arts
Engaging Next Generation
Audiences: A Study of
College Student
Preferences towards
Music and the Performing
Arts
Alan Brown, WolfBrown
Michelle Witt and Elizabeth Duffell, UW
World Series, University of Washington
1

2. Student Engagement in the Performing Arts
How many of you have specific
marketing or programming
initiatives for college students?
2

3. Student Engagement in the Performing Arts
We need audiences. Where are
they going to come from?
3

4. Student Engagement in the Performing Arts
2008 NEA SPPA ARTS PARTCIPATION RATE BY DISCIPLINE,
BY LEVEL OF EDUCATIONAL ATTAINMENT
37.9%
Graduate
School
24.3%
27.1%
10.5%
7.3%
30.1%
16.7%
17.5%
Bachelors
Degree
4.1%
6.7%
Insert graph on educational
attainment.
Some College
or
Assoc. Degree
17.1%
9.1%
9.0%
4.4%
1.7%
Less emphasis on music.
High school involvement in the arts
High School
Graduate
(or GED)
Some High
School
Grade School
8.1%
3.1%
4.0%
1.6%
0.7%
2.3%
2.8%
1.4%
0.5%
5.2%
Musical Theatre
Classical Music
Stage Plays
1.7%
1.8%
0.7%
0.7%
0.2%
0.0%
Dance (all forms)
Opera
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
% Who Reported Attending At Least Once in the Past 12 Months
35.0%
40.0%
4

5. Student Engagement in the Performing Arts
The Hopkins Center study
addressed the following research
question:
What should campus-based
performing arts presenters and
their partners be doing to engage
more students in the performing
arts?
5

6. Student Engagement in the Performing Arts
Research Partners
•
•
•
•
•
•
•
•
Hopkins Center for the Arts, Dartmouth College
Carolina Performing Arts, University of North Carolina
Hancher, University of Iowa
Krannert Center for the Performing Arts, University of
Illinois
Lied Center of Kansas, University of Kansas
Texas Performing Arts, University of Texas
University Musical Society, University of Michigan
UW World Series, University of Washington
6

7. Student Engagement in the Performing Arts
Learning Approach
• A total of 18 staff-led focus groups with students
• Survey of undergraduates on seven campuses
• Case study research on good practices in student
engagement
• Pilot projects led by student researchers
7

8. Student Engagement in the Performing Arts
Download the reports at:
www.wolfbrown.com/college
More info. for campus
presenters:https://hop.dartmouth
.edu/online/student_engagement
8

9. Student Engagement in the Performing Arts
Overview: Most frequent
performing arts activities
9

10. 54%
20%
20%
38%
40%
30%
10%
0%
6%
53%
Watch TV shows about
dancing or dance competitions
30%
34%
59%
59%
7%
80%
58%
7%
15%
78%
5%
19%
15%
80%
5%
11%
83%
5%
8%
88%
20%
31%
28%
36%
35%
73%
39%
41%
50%
48%
76%
63%
68%
6%
91%
92%
Take acting
lessons or classes
Act in theater productions
83%
2%
6%
Dance in a performance group
14%
2%
91%
3%
3%
6%
4%
Attend performances
by prof. dance companies
4%
Attend stage plays with prof.
actors
Attend performances
by student dance companies
83%
7%
Sing in a vocal group or choir
8%
Occasionally
Take dance lessons or classes
100%
Compose or arrange music
34%
7%
Attend stage plays with student
actors
8%
Attend musicals by prof. perf.
Rarely or never
Take music lessons
40%
Attend live concerts
by student singers or musicians
34%
13%
9%
Attend musicals by student perf.
13%
Play music in a group
70%
DJ or make playlists
60%
22%
Watch TV shows about
music or music competitions
23%
Attend live concerts
by prof. singers or musicians
90%
Social dancing at clubs or parties
Download or stream music
from the Internet
% of Non-Arts Majors
Student Engagement in the Performing Arts
CURRENT LEVEL OF INVOLVEMENT IN ARTS ACTIVITIES - NON-ARTS MAJORS ONLY
Frequently
10

11. Student Engagement in the Performing Arts
PERCENT CITING FREQUENT INVOLVEMENT IN COLLEGE MUSIC
ACTIVITIES, BY FREQUENT PARTICIPATION IN HIGH SCHOOL BAND
OR CHOIR (NON ARTS MAJORS ONLY)
No H.S. Band or Choir
High
school
band or
choir
activity
is highly
predictive of
college
music
activities
High School Band or Choir
73%
Download or stream music
from the Internet
77%
18%
Watch TV shows about
music or music competition
30%
21%
Attend live concerts by professional
singers or musicians
28%
7%
Play music in a band or orchestra
23%
3%
Sing in a vocal group or choir
21%
6%
Take music lessons
(any instrument or voice)
16%
13%
DJ or make playlists
14%
5%
Compose or arrange music
11%
0%
10%
20%
30%
40%
50%
60%
Percent of Valid Responses
70%
80%
90%
11

12. Student Engagement in the Performing Arts
Music Preferences
12

13. 10%
0%
26%
18%
30%
52%
55%
58%
62%
40%
66%
45%
39%
100%
7%
24%
23%
50%
77%
77%
93%
Tu Mirada (Reik)
76%
The Look of Love
(Diana Krall)
73%
The Rite of Spring
(Igor Stravinsky)
34%
So What (Miles
Davis)
38%
27%
Mississippi Girl
(Faith Hill)
90%
Izzo HOVA (Jay Z)
20%
45%
Skinny Love (Bon
Iver)
Yes
Ordinary People
(John Legend)
48%
Howlin for You
(Black Keys)
55%
The Four Seasons
(Antonio Vivaldi)
74%
Enter Sandman
(Metallica)
85%
Symphony No 6
(Beethoven)
70%
Turn Me On (DJ
David Guetta
26%
Stronger (Kanye
West)
60%
Come Together
(The Beatles)
15%
Party Rock
Anthem (LMFAO)
80%
Rolling in the
Deep (Adele)
Student Engagement in the Performing Arts
PERCENT "EVER HEARD" SONG (AGGREGATED SAMPLES)
No
4%
23%
61%
42%
82%
74%
96%
13

14. 26%
55%
42%
0.6
58%
62%
66%
7%
1.1
82%
0.7
73%
76%
23%
1.1
0.9
0.7
0.7
77%
77%
Tu Mirada (Reik)
1.5
The Look of Love
(Diana Krall)
26%
1.0
24%
The Rite of Spring
(Igor Stravinsky)
15%
0.3
52%
1.1
34%
27%
So What (Miles Davis)
1.4
Mississippi Girl (Faith
Hill)
48%
38%
Izzo HOVA (Jay Z)
0.8
45%
1.3
Skinny Love (Bon Iver)
61%
No
Ordinary People (John
Legend)
1.6
4%
23%
80%
1.1
1.0
74%
96%
93%
45%
18%
0.0
70%
0.7
60%
50%
40%
30%
20%
% of Respondents Familiarity with Artist
0.2
55%
Howlin for You (Black
Keys)
Yes
The Four Seasons
(Antonio Vivaldi)
1.2
Enter Sandman
(Metallica)
85%
Symphony No 6
(Beethoven)
0.3
Turn Me On (DJ David
Guetta feat. Nicki
0.4
74%
Stronger (Kanye West)
1.4
Come Together (The
Beatles)
0.9
Party Rock Anthem
(LMFAO)
1.0
Rolling in the Deep
(Adele)
Average Preference Score: -2=Strongly Dislike; +2=Strongly Like
Student Engagement in the Performing Arts
COMPARISON OF "EVER HEARD" SONG WITH AVERAGE PREFERENCE RATING
(AGGREGATED SAMPLES)
Average Preference
100%
90%
39%
10%
0%
14

15. Student Engagement in the Performing Arts
Classical Music is preferred as much as Rap or Hip Hop
PREFERENCES FOR TYPES OF MUSIC, AGGREGATED SAMPLE
Strongly Dislike
Somewhat Dislike
Neutral
Somewhat Like
Strongly Like
100%
90%
21%
29%
80%
22%
19%
18%
17%
13%
34%
31%
35%
60%
31%
27%
19%
27%
33%
17%
43%
25%
18%
24%
24%
29%
23%
13%
28%
Opera
8%
28%
26%
16%
9%
Latin
4%
10%
Jazz or Blues
4%
12%
House, Trance, Electronic
Dance Music
3%
6%
Classical
9%
Classic Rock or Oldies
8%
Indie or Alternative Rock
7%
16%
15%
Rap or Hip Hop
11%
Hymns or Gospel
18%
17%
Country
15%
World Music
20%
27%
20%
Broadway Musicals
or Show Tunes
17%
Contemporary Rock
and Pop
0%
17%
28%
36%
36%
26%
30%
10%
13%
34%
28%
40%
20%
15%
4%
43%
70%
50%
6%
18%
18%
26%
Percent of Total Sample
7%
15

16. Opera
Hymns or Gospel
Latin
Country
World Music
Broadway Musicals
or Show Tunes
Jazz or Blues
House, Trance,
Electronic Dance Music
Rap or Hip Hop
Classical
Classic Rock or Oldies
Indie or Alternative Rock
Contemporary Rock
and Pop
Average Preference (Scale: ‐2=Strongly Dislike; +2=Strongly Like)
Student Engagement in the Performing Arts
Classical music is equally preferred by male and
female students
1.5
AVERAGE RATING OF PREFERENCE FOR TYPES OF MUSIC, BY GENDER
Female
Male
1
0.5
0
‐0.5
‐1
‐1.5
16

17. Student Engagement in the Performing Arts
Music preference clusters, based on multiple
correspondence analysis
MAP OF MUSIC PREFERENCES - ALL SAMPLES
Like DJ David Guetta
Like Faith Hill
Like Reik
Like LMFAO
Like Jay Z
Like Country
Like Rap/hip hop Like John Legend
Like Kanye
Like Latin
Like Adele
Like House/electronic dance
Like Hymns/gospel
Like Contemporary rock/pop
IndieLike Broadway or show
Like The Beatles
tunes
Like Metallica
Rock/Soul
Don't Like Miles Davis
Like Classic rock/oldies
Like Diana Krall
Like Black Keys
Don't Like Faith Hill
Like World music
Don't Classical Don't Like Symph. No 6
Like Bon Iver
Don't Like Jay Z
Like Indie/alternative rock
Like
Don't Like Jazz or blues
Don't Like Bon Iver Don't Like Diana Krall Like Jazz or blues Opera
Don't Like Opera Don't Like Hymns/gospel
Don't Like Vivaldi Don't Like Black Keys
Like Symph. No 6 Like Miles Davis
t Like World music
Don't Like John Legend
Like Classical Like Vivaldi
Don't Like Indie/alternative Don't Like Latin
Don't Like Metallica
Don't Like Reik
rock
Don't Like Broadway or show
Like Stravinsky
Don't Like DJ David Guetta
tunes
Don't Like Classic rock/
Don't Like Stravinsky
Don't Like Country
oldies
Don't Like The Beatles Don't Like LMFAO
Don't Like House/electronic
dance
Don't Like Adele
Don't Like Kanye
Don't Like Rap/hip hop
17

18. Student Engagement in the Performing Arts
A word about omnivorousness
18

19. Student Engagement in the Performing Arts
The average student “strongly likes” 5 out of 30
songs and genres
OMNIVOROUSNESS (NUMBER OF "STRONGLY LIKES" FOR 17 SONGS AND
13 GENRES)
1400
1200
Number of Respondents
1000
800
600
400
200
0
0
1
2
3
4
5
6
7
8
9
10
11
12
13
14
15
16
17
18
19
20
21
22
23
30
Number of "Strongly Likes"
19

20. Student Engagement in the Performing Arts
Preference for classical music moves with
preference for other types of music
8.0
OMNIVOROUSNESS IN MUSICAL TASTES APART FROM CLASSICAL
MUSIC AND OPERA, BY PREFERENCE LEVEL FOR CLASSICAL MUSIC
AND OPERA
7.0
7.2
Average Omnivorousness Score
6.0
6.0
5.0
5.2
4.5
4.0
4.1
3.7
4.2
3.8
4.4
4.0
Classical Music
Opera
3.0
2.0
1.0
0.0
Strongly
Dislike
Somewhat
Dislike
Neutral
Preference Level
Somewhat
Like
Strongly
Like
20

21. Student Engagement in the Performing Arts
Relationship to Classical Music
21

22. Student Engagement in the Performing Arts
AGGREGATE CLASSICAL MUSIC PREFERENCE SCORE,
WITH QUARTILES DENOTED
800
700
Number of Respondents
600
500
400
300
200
100
0
-90 -80 -70 -65 -60 -55 -50 -45 -40 -35 -30 -25 -20 -15 -10 -5 0
Fourth Quartile
(Lowest)
5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Third
Quartile
Second
Quartile
First Quartile
(Highest)
22

23. Student Engagement in the Performing Arts
As students age, their interest in classical music grows
slightly
AVERAGE CLASSICAL MUSIC PREFERENCE
SCORE, BY AGE
Average Classical Music Preference Score
60
40
20
10
11
13
18
19
20
16
13
21
19
20
23
24
23
0
-20
-40
-60
22
25+
AGE
23

24. Student Engagement in the Performing Arts
76% of students pass the litmus test of interest
If a Friend or Family Member Had a Free Ticket to a Classical Music
Concert and Invited You to Join them, Would You Go?
No
Maybe
Yes
100%
90%
Percent of Total Sample
80%
70%
60%
75%
79%
78%
77%
74%
72%
71%
71%
50%
40%
30%
20%
17%
15%
16%
8%
6%
5%
All Sites
Krannert
(Illinois)
17%
18%
18%
17%
20%
10%
0%
7%
8%
UW World
Hopkins
U. Texas
Series
(Dartmouth) Perf. Arts
10%
12%
UMS (Ann
Arbor)
Lied
(Kansas)
9%
Hancher
(Iowa)
24

25. Student Engagement in the Performing Arts
PERCENT OF STUDENTS WHO'VE ATTENDED AT LEAST
ONE CLASSICAL MUSIC CONCERT SINCE BEING AT
COLLEGE, BY PREFERENCE QUARTILE
100%
Percent Who've Attedned at Least One Concert
90%
23%
37%
80%
48%
70%
63%
60%
Yes (Has Attended at
Least One Concert)
50%
40%
77%
63%
30%
52%
20%
37%
10%
No (Has Not Attended
a Classical Concert
since being at College)
Of those with
the highest
preference
levels for
classical
music, 37%
have not
attended a
concert since
being at
school.
0%
Highest
Preference
Quartile
Second
Quartile
Third
Quartile
Lowest
Preference
Quartile
Classical Music Preference Quartile
25

26. Student Engagement in the Performing Arts
Why are they not attending?
What are the barriers?
26

27. Student Engagement in the Performing Arts
From focus group research:
• Classical music is primarily a personal listening
experience
- Used as a study aid, a sleep aid
• Classical music is a background phenomenon
- At best, a sort of creative elixir
• Regarded by some as a scholarly intellectual
challenge
- Where do you start, if you don’t know the way in?
27

28. Student Engagement in the Performing Arts
From focus group research:
• Live concerts lack sufficient interactivity, and lack
sufficient sensory stimulation
- “If I’m just listening to something, I will probably zone out and
stop paying attention. I need something to keep my eyes busy.”
• High commitment threshold
- Duration of concert
- Can’t talk, can’t mediate, can’t opt out
28

29. Student Engagement in the Performing Arts
What do college students cite as the #1 barrier?
PERCENT CITING REASONS FOR NOT ATTENDING, AMONG STUDENTS
WHO'VE NOT ATTENDED A CLASSICAL CONCERT AT COLLEGE
(MULTIPLE RESPONSE ALLOWED)
Im too busy
59%
I dont have anyone to go with me
42%
Tickets cost too much
28%
I dont know enough to enjoy it
23%
I dont like the music
12%
I won't be able to meet
new people my age there
5%
I cant move around in a concert
I can't talk to people
during the concert
“I’m too busy.”
4%
4%
I cant drink at a concert
3%
I cat text or use my phone
2%
0%
10%
20%
30%
40%
50%
Percent of Students Who've Not Attended a Classical Music Concert at College
60%
29

30. Student Engagement in the Performing Arts
PERCENT CITING REASONS FOR NOT ATTENDING, COMPARED BY CLASSICAL
MUSIC PREFERENCE LEVEL (HIGHEST AND LOWEST QUARTILES)
First Quartile (Highest Preference)
For
newcomers
to classical
music, the
first barrier
is not price
or lack of
social
stimulus,
but fear of
the
unknown.
Fourth Quartile (Lowest Preference)
45%
I dont have anyone to go with
me
34%
36%
Tickets cost too much
24%
I wont be able to meet new
people my age there
3%
I dont know enough to enjoy
it
2%
I cant move around in a
concert
1%
I cant talk to people during
the concert
1%
8%
50%
7%
8%
1%
I cant drink at a concert
6%
0%
I cat text or use my phone
4%
0%
I dont like the music
37%
0%
10%
20%
30%
40%
50%
60%
Percent of Respective Quartile
30

31. Student Engagement in the Performing Arts
What will students pay?
PRICE WILLING TO PAY FOR THREE ARTISTS (AMONG THOSE WHO SAY
PRICE IS A BARRIER)
Vienna Philharmonic Orchestra
Yo Yo Ma
A String Quartet
Vienna Phil (Smoothed Curve)
Yo Yo Ma (Smoothed Curve)
A String Quartet (Smoothed Curve)
100%
90%
70%
60%
50%
40%
30%
About $10 to $15
20%
10%
0%
$$1.00
$2.00
$3.00
$4.00
$5.00
$6.00
$7.00
$8.00
$9.00
$10.00
$11.00
$12.00
$13.00
$14.00
$15.00
$16.00
$17.00
$18.00
$19.00
$20.00
$21.00
$22.00
$23.00
$24.00
$25.00
$26.00
$27.00
$28.00
$29.00
$30.00
$31.00
$32.00
$33.00
$34.00
$35.00
$36.00
$37.00
$38.00
$39.00
$40.00
$41.00
$42.00
$43.00
$44.00
$45.00
$46.00
$47.00
$48.00
$49.00
$50.00
Percent of Valid Responses
80%
PRICE WILLING TO PAY
31

32. Student Engagement in the Performing Arts
Eight strategies for motivating
attendance amongst college
students
32

33. Student Engagement in the Performing Arts
1. Assure a minimum level of
accessibility through pricing
incentives
33

34. Student Engagement in the Performing Arts
2. Offer curated music listening
spaces (e.g., a music lounge)
34

35. Student Engagement in the Performing Arts
3. Experiment with new
combinations of setting and
format
35

36. Student Engagement in the Performing Arts
4. Engage students in the
curatorial mode of music
participation
(i.e., downloading, organizing, ed
iting, making and sharing
playlists)
36

37. Student Engagement in the Performing Arts
5. Add visual elements to live
music; offering multi-layered
experiences
37

38. Student Engagement in the Performing Arts
6. Ensure that students have an
opportunity to meet personally
with artists
38

39. Student Engagement in the Performing Arts
7. Hire artists who are closer in
age to students
39

40. Student Engagement in the Performing Arts
8. Provide social opportunities
adjunct to concerts
40

41. Student Engagement in the Performing Arts
Summary:
Six-point approach to increasing
student engagement in the
performing arts
41

42. Student Engagement in the Performing Arts
Mul ple programma c
entry points
Social fulfillment
Low barriers
Ac ve involvement
and co-crea on
Ar st interac on
Academic integra on
42

43. Student Engagement in the Performing Arts
Student Engagement in Practice:
Additional Discussion
Student Engagement in the Performing Arts
43

44. Student Engagement in the Performing Arts
The Long Pathway from Research to Be er Prac ce
Introduce New
Vocabulary
Cross-Cu ng
Themes
You Are Here
Reflect, Discuss,
Disagree
See Implica ons
for Prac ce
Conceive Experiments
Synthesis
Social & Financial
Incen ves
Findings
Data
Hypotheses
& Ques ons
Research
Dissemina on,
Diffusion & Uptake
Uptake
Be er
Prac ce
44