NZSO:experiments
Bringing the NZSO to millennials
Mon Patel, 2017
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
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
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
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
NZSO:e x periments NZSO:e x periments Mon P a tel Mon P a tel ix viii
List of tables
Table 1. Pa
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]