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NZSO:experiments : bringing the NZSO to millenials : an exegesis presented in partial fulfilment of the requirements for the degree of Masters of Design at Massey University, Wellington, New Zealand

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NZSO:experiments

Bringing the NZSO to millennials

Mon Patel, 2017

(3)

NZSO:e

x

periments

Mon P

a

tel

2

i

A

cknowledg

ements

Thank y

ou to m

y

super

visors Jo Baile

y and Mark Br

adf

o

rd

f

or y

our guidance and

encour

ag

ement

. Y

ou of

ten ga

v

e

me y

our time without hesita

tion – this suppor

t

w

as gr

eatly appr

eciated. I would also lik

e to acknowledg

e the Masse

y

Staff and

and m

y

f

ellow Masters cohor

t.

Ther

e

’s too man

y of y

ou to name individually but

y

ou all made it fun and k

ept me sane with the banter

. Finally

, I’

d lik

e to thank Clair

e

Symons. She knows wh

y

(4)

NZSO:e

x

periments

Mon P

a

tel

Abstr

act

The New Z

ealand Symphon

y Or

chestr

a [NZSO

] ar

e e

x

periencing a declining

audience and need to r

e

-e

v

aluate their position within the New Z

ealand cultur

landscape

. One of the k

e

y challeng

es f

or the NZSO is finding w

a

ys to engag

y

oung

er audiences and f

o

ster r

elationships with them into the futur

e

.

The intention of this r

e

sear

ch is to e

xplor

e new w

a

ys that the NZSO can cr

eate

and maintain connections with the millennial audience

. My e

xplor

ation began b

re

sear

ching what barriers curr

ently pr

e

v

ent y

oung

er audiences fr

om engaging with

the NZSO

. My appr

oach combined ethnogr

aph

y

, obser

v

ation, and semi-structur

inter

views to inv

e

stigate the NZ

SO e

x

perience

. The findings highlighted that

millennials v

alue e

x

periences that ar

e disco

v

e

rable

,

open-ended, and shar

eable

This r

e

sear

ch pr

o

vides a fr

amework f

or e

xploring engag

ement and inter

action

between the NZSO and millennials. NZSO:e

x

periments emplo

ys a dynamic a

udio

-visual communication s

y

stem

tha

t f

a

cilitates a connection between

the NZSO and new

, y

oung

er audiences.

The system is an inter

activ

e e

x

perience

which intrigues, attr

acts, and engag

an a

udience while f

o

stering new connections with millennials thr

ough the use of

alr

eady f

amiliar social spa

ces. NZSO:e

x

periments sets out to chang

e per

c

eptions

ar

ound the NZSO b

y

cr

eating points of engag

ement tha

t appeal to millennials and

the w

a

y the

y dig

est e

x

(5)

T

able of contents

A

cknowledg

ements

Abstr

act

T

able of contents List of figur

es

List of tables Chapter 1: Intr

oduction

The cultur

al conte

x

t

The NZSO conte

x

t

Resear

ch aims

Chapter 2

: Methods and pr

ocesses

E

thnogr

aph

y

P

a

rticipant obser

v

ation

Semi-structur

ed inter

views

Digital ethnogr

aph

y

The D

ouble Diamond method

E

thical consider

ations

Limitations Chapter 3: Conte

xtual r

e

view

Social media Experience econom

y + Experience design

Summar

y

Case studies Ex

ample 1: Opus L

u

x

Ex

ample 2

: T

SO Visual Listening Guides

NZSO:e

x

periments

NZSO:e

x

periments

Mon P

a

tel

Mon P

a

tel

v

iv

35 35 44 44 50 50 52 62 64 76 81 85 89 90 91 92

i iii iv vii ix 3 4 4 5 11 11 13 13 15 17 18 18 23 24 25 28 29 29 30

Chapter 4: Design pr

ocess

Disco

v

er phase

Define phase

Fiv

e concepts

De

v

elop phase Design output 1: Cone of sound Design output 2

: NZSO:e

x

periments

NZSO:e

x

periments – Engag

ement with

the space: pr

ototypes 1

6

NZSO:e

x

periments – Or

chestr

a e

x

perience

within the space: pr

ototypes 7

12

Design output 3: NZSO:e

x

periments s

y

stem

Chapter 5: Conclusion Ref

e

rences

Appendix 1: NZSO Brief 2016 Appendix 2A

: E

thics appr

o

v

al

Appendix 2B

: E

thics appr

o

v

al

Appendix 3: NZSO:e

x

(6)

NZSO:e x periments Mon P a tel

List of figur

es

All orchestra photos cour

tes

y

of NZ

S

O

and Jason O'Hara

.

All other figures b

y

A

uthor

.

Figur

e 1. P

e

rf

ormance fr

amework (NZSO Statement of P

e rf ormance Expecta tions, 2016 ). Figur e 2

. Fieldnotes, December 10

, 2016

.

Figur

e 3

. The Double Diamond Pr

ocess (Design Council, 2015).

Figur

e 4

. The NZSO D

e sign Pr ocess. Figur e 5 . F

our Realms of an Experience (Pine & Gilmor

e

, 1998

).

Figur

e 6

. Photo of audience during Opus L

u x . Figur e 7 . Ex

amples of audience engag

ement at Opus L

u

x

.

Figur

e 8. T

o

ronto Symphon

y Or

chestr

a Visual Listening Guide

.

Figur

e 9

. Pr

ocessing the semi-structur

ed inter

view findings, bef

o

re

,

during

, and af

ter an e

x perience . Figur e 10 . Pr

ocessing the semi-structur

ed inter

view findings, bef

o

re

,

during

, and af

ter an e

x

perience [

detail].

Figur

e 11. Ex

ample of tweet fr

om the L

S O . Figur e 12 . Ex

ample of NZSO tweet

.

Figur

e 13

. Visual mapping of Ar

ts or

ganisations social media pr

esence

.

Figur

e 14

. Capturing NZSO T

witter activity

.

Figur

e 15 A

C

. Ex

amples fr

om the fiv

e concepts period.

Figur

e 16 A

O

. Fieldnotes fr

om the fiv

e concepts period.

Figur

e 1

7

. Ideation and e

xplor

ation during the fiv

e concepts period.

Figur

e 18 A

F

. Cone of sound pr

ototypes.

Figur

e 19: Fieldnotes e

x

cerpt which later became one of the most

impor

tant dr

a

wings of the pr

oject

.

Figur

e 20

. Curr

ent user journe

y of a potential audience member

.

Figur

e 2

1. Pr

oposed user journe

y using the NZSO:e

x

periments system.

Figur

e 22 A

G. Pr

ototypes and e

xplor

ation of sound, colour and light

.

5 12 16 16

(7)

NZSO:e x periments NZSO:e x periments Mon P a tel Mon P a tel ix viii

List of tables

Table 1. P

a

rticipant obser

v

ation completed during the r

e sear ch inquir y . T able 2 . E c

onomic Distinction Between Agr

arian, Industrial, Ser

vice , And Experience -based E c onomic A ctivities ( A dapted fr

om Pine and Gilmor

e).

T

able 3

. Pine and Gilmor

e's Fiv

e K

e

y Design Principles (

1998

).

Figur

e 23 A

G. Pr

ototypes and e

xplor

ation of sound, colour and light

. Figur e 2 4 A – C

. Applied pr

ototype on Cuba Str

eet , W ellington, September 29 , 201 7 . Figur e 2 4 D–E. A udience r e sponse thr

ough social media to the applied

pr

ototype on Cuba Str

eet

, W

ellington.

Figur

e 25 A

B

. Applied pr

ototype at Masse

y Univ ersity , W ellington, September 19 , 201 7 . Figur

e 25 C–D

. A

udience r

e

sponse thr

ough social media to the applied

pr

ototype at Masse

y Univ ersity , W ellington. Figur e 26

. Applied pr

ototype at Masse

y Univ ersity , W ellington, September 19 , 201 7 . Figur e 2 7 . Pr

oposed user journe

y using the NZSO:e

x

periments

system [

detail]

Figur

e 28. Pr

oposed user journe

y using the NZSO:e

x periments system [ detail par t 1] Figur e 29 . Pr

oposed user journe

y using the NZSO:e

x periments system [ detail par t 2 ] Figur e 30 . Pr

oposed user journe

y using the NZSO:e

x

periments

system [

detail par

t 3]

References

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