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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dc.contributor.authorPatel, Mon
dc.date.accessioned2018-04-30T03:26:55Z
dc.date.available2018-04-30T03:26:55Z
dc.date.issued2017
dc.description.abstractThe 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.en_US
dc.identifier.urihttp://hdl.handle.net/10179/13199
dc.language.isoenen_US
dc.publisherMassey Universityen_US
dc.rightsThe Authoren_US
dc.subjectNew Zealand Symphony Orchestraen_US
dc.subjectMarketingen_US
dc.subjectDesignen_US
dc.subjectSymphony orchestrasen_US
dc.subjectDesignen_US
dc.subjectGeneration Yen_US
dc.subjectNew Zealanden_US
dc.subjectResearch Subject Categories::HUMANITIES and RELIGION::Aesthetic subjectsen_US
dc.titleNZSO: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 Zealanden_US
dc.typeThesisen_US
massey.contributor.authorPatel, Mon
thesis.degree.disciplineDesignen_US
thesis.degree.grantorMassey Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Design (MDes)en_US
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