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Consumers’ Connections to Classical RadioMinnesota Public RadioLeadership Initiative: Investing in a New Generation of Classical Music Programming for Public RadioPresentation by Alan Brown(203) 259-7219: 

Consumers’ Connections to Classical Radio Minnesota Public Radio Leadership Initiative: Investing in a New Generation of Classical Music Programming for Public Radio Presentation by Alan Brown (203) 259-7219

Not quite 6% of culturally-active adults are “very knowledgeable” about classical music: 

Not quite 6% of culturally-active adults are “very knowledgeable” about classical music

10% of culturally-active adults say they are “critical listeners” of classical music: 

10% of culturally-active adults say they are “critical listeners” of classical music

Seven in ten culturally-active adults have “ever” listened to classical radio: 

Seven in ten culturally-active adults have “ever” listened to classical radio

Radio is the dominant mode of art form consumption: 

Radio is the dominant mode of art form consumption

Correlation between frequency of radio listening and sophistication: 

Correlation between frequency of radio listening and sophistication

People use classical radio as a low-risk opportunity to gain familiarity with composers and compositions: 

People use classical radio as a low-risk opportunity to gain familiarity with composers and compositions

See the correlation between classical radio and recordings: 

See the correlation between classical radio and recordings

A quarter of culturally-active adults listen to classical radio, but not recordings: 

A quarter of culturally-active adults listen to classical radio, but not recordings

Use of the Web Among Classical Consumers: Data Point: 

Use of the Web Among Classical Consumers: Data Point

Themes & Observations: Meaning, Values & Beliefs About Classical Music: 

Themes & Observations: Meaning, Values & Beliefs About Classical Music

More people like more different kinds of music than ever before: 

More people like more different kinds of music than ever before Diversification and fragmentation of musical tastes is a long-term trend Cross-cultural influences Enabled by advances in recording technology Continuum from popular to “high art” Why limit the discussion to one musical genre?

Jazz, opera and classic rock are right behind classical music: 

Jazz, opera and classic rock are right behind classical music

Boundaries around the art form have blurred: 

Boundaries around the art form have blurred Consumers don’t put us in the boxes that we put ourselves in What is classical music? Whose definition matters? The classical crossover phenomenon has permanently changed perceptions “Fragile” (Yo Yo Ma & Sting) “Mozart for Mothers-to-be” Sydney Symphony Superdome Spectacular

What is “classical music,” anyways?: 

What is “classical music,” anyways? Whose definition matters?

People use classical music as a sound track to their lives: 

People use classical music as a sound track to their lives People associate music with everyday activities, moods, emotions and important events “I play a certain kind of music for vacuuming, and a different kind of music for cooking…” “At the end of the day, after I put the kids to bed, I put on classical music – it’s something I do for me.” A deep level of meaning is possible because the context is so personal

Consumers derive layers of value around classical music participation: 

Consumers derive layers of value around classical music participation ©2002 Audience Insight LLC  INTRINSIC / EXTRINSIC 

Demand for more intense leisure experiences – how can classical radio respond?: 

Demand for more intense leisure experiences – how can classical radio respond? More value around experiential learning and “edutainment” People want more value for their time investment What would “extreme classical radio” be like? Who would listen? How can more value, more interpretation be embedded in the classical radio format?

Summary Thoughts: 

Summary Thoughts Classical radio is the dominant mode of consumption of the art form Range of sophistication levels: one man’s anesthesia is another man’s revelation Knowledge is not pre-requisite for enjoyment; people want help becoming better listeners Need to start thinking in terms of values and emotions, instead of formats and genres Radio is the place where affinity is born; the primary “pathway to involvement”

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Title Point Small point

Trend towards more interpretation-rich concert formats: 

Trend towards more interpretation-rich concert formats Focus group video clip:

Trend towards more interpretation-rich concert formats: 

Trend towards more interpretation-rich concert formats Focus group video clip transcription: “Almost have a two tiered type system. You could have a concert, one scheduled time that is for the real aficionados, who know everything about it… the real purists, they just want to be there for the music, period, that’s it…” “Then you have another time that’s more instructional. And maybe instead of a two hour program, it’s a one hour program, but it includes more of the background and historical… sort of a learner’s series…”