Audience Engagement in the Post-Pandemic World: A Select Overview
This research explores the transition of concert events to online platforms and examines the impact on audience engagement. The methodology involves literature review, volunteer surveys, and interviews to understand audience experiences and strategies for maximizing engagement in performing arts.
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Concert Audience Engagement: A Select Overview from the Post Pandemic World Payton Gehring Myra Merritt-Grant, Eftychia Papanikolaou
Research Question(s) 1) Live music experiences have been known to cultivate a sense of excitement and community, and there was widespread concern with switching to online platforms: how does moving concert events to online platforms provide that same sense of excitement and community? 2) With the many changes we had to make throughout this difficult time, has there been a drop in audience engagement, or have we found new ways to spark that engagement and sense of community?
Methodology: Project Overview Used BGSU libraries database to find five articles pertaining to research on audience engagement Pre-pandemic (3), pandemic (1), post-pandemic (1) Literature review on audience engagement
Methodology: Project Overview (cont.) The Audience Experience: Measuring Quality in the Performing Arts (Radbourne et al., 2009) Research gathered by volunteer surveys and focus groups Research questions: How do audience members describe their experiences of attending arts performances? What is the relationship between audience engagement and artistic quality? How do arts companies maximize the audience experience? Knowledge, Risk, Authenticity, Collective Engagement
Methodology: Project Overview (cont.) Engaging Audiences: A Case Study from Three Music Organizations in Philadelphia (Teng, 2018) Research gathered by volunteer interviews and surveys Research questions: Where do patrons or audiences come from? What marketing or general strategies do they use to engage community? Orchestra 2001 (O2001), the Chamber Orchestra of Philadelphia (COP) and the Bach Festival of Philadelphia (BFP) Community outreach and educational opportunities
Methodology: Project Overview (cont.) Audiences' engagement with twitter and Facebook Live during classical music performances: Community and connectivity through live listening experiences (Nguyen, 2018) Research gathered by volunteer interviews and online participation Research questions: How does a live music event draw in listeners and affect audience interaction on Twitter and Facebook Live? How does online engagement shape the listeners experiences? How does social media affect barriers to physical attendance and traditional concert etiquette? Facebook Live and Tweet Seats
Methodology: Project Overview (cont.) Audience engagement with community music performances: Emotional contagion in audiences of a pro-am orchestra in suburban Sydney (Garrido & Macritchie, 2020) Research gathered by volunteer questionnaire Research questions: how does social bonding between audience members show a relationship between emotional contagion and emotional resonance. Pre-show talk
Methodology: Project Overview (cont.) "Music Has No Borders": An exploratory study of audience engagement with YouTube music broadcasts during COVID- 19 lockdown, 2020 (Fraser et al., 2021) Research gathered by comment sections, number of participants, and viewer demographics Research questions: What role did this online music ritual play in engendering shared identity, and what mechanisms (e.g., emotional contagion, social learning, homophily) were implicated? How did different cultural identities interact as part of online music engagement? How is community resilience enacted through online music engagement? Sense of community
Methodology: Justification Switched the approach of my project Data research can be messy/biased Wanted to see if this was an important topic in the music community
Methodology: Interdisciplinarity Humanities (music) and social sciences (sociology/psychology)
Conclusions Online platforms have cultivated a place of community through open communication with other online users. With increased access to online music performances, open communication between audience members and educational opportunities are important to cultivate a sense of community and keep audiences engaged.
Project Strengths 1) I have first-hand experience as a performer/audience member 2) I have performed/attended performances before, during and after the COVID-19 pandemic 3) Senior Recital
Project Limitations 1) Switch from original plan 2) Time 3) Not enough time has passed since the pandemic (not much post pandemic research on this topic)
Bibliography/Works Cited Fraser, T., Crooke, A. H. D., & Davidson, J. W. (2021). "Music Has No Borders": An exploratory study of audience engagement with YouTube music broadcasts during COVID-19 lockdown, 2020. Frontiers in Psychology, 12. https://doi.org/10.3389/fpsyg.2021.643893 Garrido, S., & Macritchie, J. (2020). Audience engagement with community music performances: Emotional contagion in audiences of a pro-am orchestra in suburban Sydney. Musicae Scientiae, 24(2), 155-167. https://doi.org/10.1177/1029864918783027 Nguyen, H. T. T. (2018). Audiences' engagement with Twitter and Facebook Live during classical music performances: Community and connectivity through live listening experiences. PhD, University of Iowa. https://www.proquest.com/dissertations-theses/audiences-engagement- with-twitter-facebook-live/docview/2184811627/se-2?accountid=26417 Nguyen, M. H., Gruber, J., Fuchs, J., Marler, W., Hunsaker, A., & Hargittai, E. (2020). Changes in digital communication during the COVID-19 global pandemic: implications for digital inequality and future research. Social Media + Society, 1-6. https://doi.org/10.1177/2056305120948255 Radbourne, J., Johanson, K., Glow, H., & White, T. (2009). The audience experience: measuring quality in the performing arts. International Journal of Arts Management, 11(3), 16 29. http://www.jstor.org/stable/41064995 Teng, J. (2018). engaging audiences: A case study from three music organizations in philadelphia. Masters Thesis, Drexel University. https://www-proquest-com.ezproxy.bgsu.edu/dissertations- theses/engaging-audiences-case-study-three-music/docview/2031589672/se- 2?accountid=26417
