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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Date
2017
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Massey University
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Abstract
The New Zealand Symphony Orchestra [NZSO] are experiencing a declining audience and need to re-evaluate their position within the New Zealand cultural landscape. One of the key challenges for the NZSO is finding ways to engage new, younger audiences and foster relationships with them into the future.
The intention of this research is to explore new ways that the NZSO can create and maintain connections with the millennial audience. My exploration began by researching what barriers currently prevent younger audiences from engaging with the NZSO. My approach combined ethnography, observation, and semi-structured interviews to investigate the NZSO experience. The findings highlighted that millennials value experiences that are discoverable, open-ended, and shareable. This research provides a framework for exploring engagement and interaction between the NZSO and millennials.
NZSO:experiments employs a dynamic audio-visual communication system that facilitates a connection between the NZSO and new, younger audiences. The system is an interactive experience which intrigues, attracts, and engages an audience while fostering new connections with millennials through the use of already familiar social spaces. NZSO:experiments sets out to change perceptions around the NZSO by creating points of engagement that appeal to millennials and the way they digest experiences.
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Keywords
New Zealand Symphony Orchestra, Marketing, Design, Symphony orchestras, Design, Generation Y, New Zealand, Research Subject Categories::HUMANITIES and RELIGION::Aesthetic subjects