Culture Segments New Zealand
Culture Segments New Zealand 2011 report prepared for Creative new Zealand by Morris Hargreaves Mcintyre. It's an international, sector-specic segmentation system for arts, culture and heritage organisations. The system is powered by data from Audience Atlas New Zealand, and draws upon a decade’s leading-edge practice helping organisations to truly understand and meet the needs of audiences for arts, culture and heritage.
The principle objective of Culture Segments is to provide the sector with a shared, international language for understanding the audience, with a view to targeting them more accurately, engaging them more deeply and building lasting relationships.
Culture Segments is designed to be more subtle, granular and sophisticated than existing segmentation systems. This is because it is based on people’s cultural values and motivations. These cultural values de ne the person and frame their attitudes, lifestyle choices and behaviour.
The segments are distinguished from one another by deeply- held beliefs about the role that art and culture play in their lives, enabling you to get to the heart of what motivates them and develop strategies to engage them more deeply.
Culture Segments New Zealand
The John Rylands Library (JRL) is part of the University Library, which in turn is part of the University of Manchester. The library is famous for having a Gutenberg Bible and the earliest known copy of St John’s Gospel – known as the St John Fragment as well as all four folios of William Shakespeare and several important 19th century facsimiles of the First Folio. JRL is especially interesting in its audience development because of the transformation over 7 – 9 years, progressing from a prestigious but rather dusty and old-fashioned institution to a well-loved public organisation. Between 2001 and 2016 its attendances have more than doubled and it has become the number one attraction in Manchester on Trip Advisor.
Panic! Social Class, Taste and Inequalities in the Creative Industries is the first sociological study on social mobility in the cultural industries, and was released by Create London and Arts Emergency on April 16th, 2018.
The paper is part of the wider Panic! project initiated in 2015, that takes an unprecedented look at social mobility and inequality within the cultural and creative industries in the UK. Led by academics Drs Dave O’Brien, Orian Brook, and Mark Taylor from the Universities of Edinburgh and Sheffield, the paper highlights the significant exclusions of those from working class origins, women and those from Black, Asian and Minority Ethnic (BAME) backgrounds across the cultural and creative industries, which include the arts, music, publishing, advertising and IT.
There’s nothing more satisfactory than watching a person sat in the Auditorium of Barcelona for the first time being moved by the Titan Mahler’s symphony. That audience member belongs to the over 110.000 people that come to listen to the Orquesta Sinfónica de Barcelona & Nacional de Catalunya (OBC) every year. And each of these audience members is unique to us.
Moving from global communications to micromarketing; from the orchestra notoriety to detailed Audience management; from branding to subscription; from Mahler to The Lord of the Rings”.
About 2 years ago we had the need to boost the OBC. We had to, the OBC was literally disappearing from the city’s imaginary! And this time we needed it to be cool, we needed people to be amazed, we wanted an orchestra that connected with people and to do so through symphonic music, which was what we best thing we knew how to do. If today there are thousands of people amazed by Shostakovich, there are many more thousands that don’t know they would love Shostakovich if they had the chance to enjoy it. And there’s the challenge, Are we able to seduce them? How do we do it? And how do we get them to come back? Who could be the Pied Piper of Hamelin? … And suddenly it came to my mind… What do the Holst’s Planets and the original movie soundtrack of Gladiator have in common? The answers in this video of Valentí Oviedo (Former CEO at L' Auditori y de la Orquesta Ciutat de Barcelona i Nacional de Catalunya, Spain) in #MarketingArtes16 (Madrid).