Online from the City of Music
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- Esmond Todd
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1 Online from the City of Music Glasgow s Concert Halls & The University of Strathclyde Knowledge Transfer Partnership
2 Presentation Contents 1.Outline of project aims & objectives 2.Challenges & Opportunities 3.Comparison of existing market provisions 4.Our Model & Examples of work 5.Online relationships and the creative process 6.Income Generation 7.The Future, embedding the work
3 Project Aims & Objectives The objective of this project is to develop a strategy to record, produce, archive and broadcast a range of events and concerts from Glasgow s Concert Halls via the internet and other digital media. Concerts Corporate Education
4 Project Aims & Objectives Generate new income streams Attract new and build upon existing audiences Maintain and reinforce Glasgow s Concert Halls reputation Gain competitive advantage Exploit existing technology within City Hall
5 Background Refurbishment of City Halls Partners Technology Infrastructure Vision
6 The challenges & opportunities Section 2
7 SWOT Established reputation Existing online presence Existing classical partners Existing technology within City Halls Existing conferences & education programme Dedicated staff Diverse range of music Core audience are not very web savvy Lack of broadcasting experience staff Legal/ Performing Rights Society issues Contractual issues Out of date technology Technology only existing in Main Hall Strengths Weaknesses Opportunities Content Wider audience Advertising and sponsorship opportunities Opportunities for engagement & loyalty Momentum effect Personalisation Tracking/Data Downloads and retail options Reduce risk GLOW network Threats Cannibalising concert ticket sales Could effect the prestige of live events Players may not agree to new terms International issues
8 The existing market provisions Section 3
9 The Metropolitan Opera Live in cinemas Maintains an sense of occasion On demand streaming Subscription or Rental service Widened audiences Behind the scenes during the interval Best seats in the house
10 The globe became a village... No door was barred to the cameras, which supplied privileged views
11 About 10 feet in front of me was a large video camera and a large video camera operator who was in constant motion on his squeaky chair.
12 Digital Concert Hall Berlin Philharmonic Orchestra Vast digital archive Raised the bar for artistic and technical achievement Transcends national borders Overcomes social hurdles Season pass, live performance, access to archive
13 download & ownership
14 audience engagement through participation
15 Engagement & Participation Extends the concept of community Hugh MacDonald Former Director BBC Scottish Symphony Orchestra
16 Original Project Aims & Objectives Generate new income streams Maintain and reinforce Glasgow s Concert Halls reputation Gain competitive advantage What have we learned? subscription rental pay per view download sponsorship reduces risk Attract new and build upon existing audiences breaks down social barriers engage with audiences in new ways allow them to participate add value to their performances worldwide audience anytime anywhere importance of camera work
17 Our Model : Concert Performance Section 4
18 pre concert interviews rehearsals behind the scenes concert informed focus archive streaming sections post concert audience reaction musician reflection future promotional tools encourage engagement >
19 Section 5 The online relationship & creative process
20 6. Income Generation Sponsorship Advertising Marketing - Increased Ticket Sales Internal Market Place - Partners Subscription / Season Pass Pay per view Packages of Educational Material Corporate Activities 20
21 The future, embedding the work Section 7
22 Summary 1.Outline of project aims & objectives 2.Challenges & Opportunities 3.Comparison of existing market provisions 4.Our Model & Examples of work 5.Online relationships and the creative process 6.Income Generation 7.The Future, embedding the work
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