At the tail of the spectrum, you have low-fi experiences, which may engage a single sense, are passively appreciated, and are getting cheaper by the minute. Songs on iTunes are 99 cents.
Digital technology like home theaters, HDTV’s, and iPods are bringing what were once hi-fi performing arts events conveniently close to home. Patrons ask, “Why should I deal with parking downtown to see the Symphony when I can listen to the same performance on my iPod?” (Lo-fi competition.) They also wonder, “If U2 only tours once every couple years, why wouldn’t I choose them over the Rep? The Rep will have another season next year...” (Hi-fi competition.)
Savvy arts organizations are stepping out and offering hi-fi and lo-fi options to match consumer demand and digital technologies’ abilities:
- Red {an orchestra} has taken symphonic music and made it high fidelity. Red performs only four shows each season. Each performance features a one-time-only collaboration with another artist or ensemble, like actors or puppeteers. Red’s singular goal: to expose more people to great music. And it’s working. Every show is sold out, and attendees have developed their own version of the concert T-shirt – many of them wear red to Red’s performances, a silent act of solidarity with Red’s mission.
- If you can’t get butts in seats, maybe you can get buds in ears. Some performing arts organizations are offering lo-fi versions of their season on CD, DVD, podcasts, video podcasts, and their digital kin, so that patrons can play them on the digital media of their choice at their convenience.
- The Metropolitan Opera is going to the movies, and will begin offering performances broadcast nationwide in high-definition movie theaters. The Met will also make performances available for downloading.
Whether you pursue hi-fi or lo-fi options, remember that fidelity is the total experience of something. If you offer a podcast of last night’s performance, but it takes me three clicks to download it, you’ve lost me. Likewise, if your hi-fi experience doesn’t offer tickets online, the venue is difficult to access, and the greeters are jerks, you’ve just diluted your hi-fi experience.
Butts in seats or buds in ears? The future brings opportunities for both to arts organizations willing to meet consumers where they already are.
Learn more:
- A great article introducing Fidelity, digital technology and consumer choice by Kevin Maney in USA Today;
- The Met’s move to digital (for purchase or NYT online subscribers);
- The entire patron experience will be the topic of Next Generation Consulting's presentation at the Next Audiences Summit in Indianapolis, April 27-28.
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