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Apr 12, 2019

In his talk, Douglas McLennan stresses the importance of technology in the world of culture and describes how it can connect, improve and measure everything it touches. Proper use of technologies allows us, among other things, to get to know our audience better, to draw up questionnaires with the right questions and to obtain results on what we can do for lovers of music. By way of summary, we can quote one of his conclusions; “Today no experience is complete until it is shared”.

Video of Douglas McLennan in 3rd AEOS-BBVA Foundation, April 2015. 


Tags: Digital Music

Mar 28, 2019

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).


Feb 14, 2019

Bob Harlow, author of Taking Out the Guesswork: A Guide to Using Research to Build Arts Audiences, delivered a keynote address at the 2016 conference of Arts Reach, an association of arts professionals. He showed how three arts organizations—the Pacific Northwest Ballet in Seattle, the Clay Studio in Philadelphia and the San Francisco Girls Chorus—used audience research to attract and retain audiences that had previously eluded them.

Dec 20, 2018

How are audiences affected by live choral music concerts? What can we conclude about the experiences they have? How do their experiences differ? Can we identify drivers of impact?  In 2013, Chorus America initiated discussions with WolfBrown to design a study to answer these questions and build a foundational understanding of the impact of attendance at choral concerts. A total of 23 choruses across North America participated in the study, including a cross section of youth and adult ensembles. Over the 2014-15 and 2015-16 seasons, 14,236 audience members at 136 different concert programs completed surveys about their experience. The study, published on June 2016, builds on a substantial body of past research conducted by WolfBrown and other researchers investigating the intrinsic impact of live arts programs.

Tags: Music Research