With the general global decline in the popularity and profitability of traditional orchestras, ways to build new audiences, develop new repertoires and create new networks and business partnerships are being explored. The aim of this thesis is to analyse the various elements of a proposed Orchestral Sustainability Framework and determine if and how these elements contribute to an increased audience connection with the music performance experience. Three main elements are explored in this Orchestral Sustainability Framework: 1. Social aspects of audience connection such as performer/audience interaction and ways of emotional engagement 2. Artistic aspects of audience connection such as the impact of poly-stylistic genres, blend of instruments and sounds and the importance of inter-sensory perception using visuals, theatre and music 3. Economic aspects of audience connection such as networking with business partnerships, impact of branding and marketing and the importance of distribution channels Audience reactions are central to this approach. Audiences from a variety of existing orchestral models have been researched through case studies, interviews, surveys, focus groups and participant observation. An orchestra, formed specifically for this project, performed to selected audiences and at the Brisbane Festival of Arts in 2006 and is now achieving commercialisation. The style of this orchestra is characterised by audience and performer interactivity, theatrical staging, visuals, spontaneity and less formality. Research has been conducted on this orchestral model, with contributions from the musicians, directors, producers, promoters and audiences. The research hypothesis proposes that a greater connectivity with the audience results in a more sustainable product, where sustainability is indicated by the orchestras’ ability to generate a sufficient amount of box office revenue and sponsorship. A variety of different models are considered which demonstrate orchestras that can achieve their mission of satisfying their audience, while being financial viable. The findings from the literature and the case studies clearly demonstrate the importance of many elements in the sustainability framework to achieve a greater level of audience connection with the orchestra.
| Identifer | oai:union.ndltd.org:ADTP/265822 |
| Date | January 2009 |
| Creators | Lindblom, Shari |
| Publisher | Queensland University of Technology |
| Source Sets | Australiasian Digital Theses Program |
| Detected Language | English |
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