Besides modifying my university jazz ensemble's curriculum (to include improvisation, sight-reading and listening), I have been questioning the way in which we do concerts. I have been asking myself questions like: Who are we trying to reach, and how can we better reach them? Should we change venues? What are we doing right, that needs to stay intact? What can we improve? What are we doing wrong?
Poor concert attendance is one of my greatest frustrations as an ensemble director. After having spent hours in concert preparation, how can students not feel demoralized when they look out and see 20 or so people in a concert hall that seats 300? I am curious, is this problem unique to Storrs, CT or is it experienced by other university jazz ensemble directors across the country?
Poor concert attendance is one of my greatest frustrations as an ensemble director. After having spent hours in concert preparation, how can students not feel demoralized when they look out and see 20 or so people in a concert hall that seats 300? I am curious, is this problem unique to Storrs, CT or is it experienced by other university jazz ensemble directors across the country?
In an April, 2011 post entitled "Where Did the Audience Go?", I outlined my plans to have high school bands perform as opening acts at my concerts. My intention was to launch a new recruitment initiative, which would also expand our audience. Because it brought prospective students to campus and reinforced existing relationships with band directors, I consider it successful. But, as far as audience generation goes --- not so much. One or two parent chaperones typically accompanied the groups. Unfortunately, this plan was also limited to the winter/spring months, as most high school band directors switch their focus from marching band to jazz band during the winter months.
I need a new plan. One that works year-round, yields consistently larger audiences, increases our visibility, and helps recruit quality students. On-campus performances, for a handful of people, simply aren't cutting it.
Before delving into some speculation as to why my ensemble concerts are poorly attended, I will state that I doubt it's for lack of promotional efforts. Here's a list of the marketing activities in which I typically engage:
I am also curious to hear from my professional peers if they have designated marketing personnel at their teaching institutions, to promote concert events. Unfortunately, I currently do not. Much to my chagrin, marketing is becoming a bigger and bigger part of my job each year.
My guesses as to why concert attendance is abysmal for my ensemble's shows include the following:
Before delving into some speculation as to why my ensemble concerts are poorly attended, I will state that I doubt it's for lack of promotional efforts. Here's a list of the marketing activities in which I typically engage:
- Music Department web page: http://www.music.uconn.edu/
- FaceBook pages: https://www.facebook.com/UConnMusic, https://www.facebook.com/UConnJazz
- personal FaceBook posts and event invitations
- encouraging students to link/share FB listings
- YouTube videos
- physical posters, for on-campus distribution
- blog posts
- UConn Daily Digest (LISTSERV)
- Hartford Jazz Society's Live Jazz Calendar
I am also curious to hear from my professional peers if they have designated marketing personnel at their teaching institutions, to promote concert events. Unfortunately, I currently do not. Much to my chagrin, marketing is becoming a bigger and bigger part of my job each year.
My guesses as to why concert attendance is abysmal for my ensemble's shows include the following:
- In size, the ensemble ranges between 9 and 12 players. Obviously a group of 12 ensemble members has less supportive friends and family than an orchestra or choir of over 50.
- People are venturing out less and less these days. Maybe concerts are obsolete. Live streaming and YouTube videos are perhaps more important today. Do we even need formalized concerts?
- We are possibly over-saturating our community with jazz. Within a semester we have a weekly jam session, a showcase concert featuring all the groups, a combo concert, a jazz lab band show and a jazz ensemble concert. The jazz lab band and jazz ensemble concerts have often been slated during the same week.
- Maybe the programming needs to be more inventive and appealing to the general public. ("Yule Be Swinging" seems to work while there aren't exactly line ups for "the Music of Jim McNeely".)
- We might need to rethink concert times. Most of my concerts are on Monday and Tuesday nights. Maybe afternoon, weekend times would be better.
- I hate the thought of mandating concert attendance, but when Jazz Lab Band members don't attend the Jazz Ensemble's concert (and vice versa), there is an issue which must be addressed.
- Jazz may just not be popular in Storrs, CT.
If you have an opinion or idea, I would love to hear from you. I do have some schemes of redesign in mind, but it would be nice to collect the thoughts of concert goers, musicians, and educators before I formally chart my course.
I think they absolutely need to be on a Friday night. Nothing important happens on a Monday night.
ReplyDeleteI know budgets are limited, but maybe try to hire more guest artists to play on your concerts, with your band, and their own set (perhaps with U conn faculty backing them up). Also, UNH and Berklee attract a lot of students with their "jazz festival" where bands come and are adjudicated, and the "winners" usually play on the evening concerts, followed by guest artists. Again, money, money, but I think they have been successful.
ReplyDelete-Mark Shilansky
This is usually a macro issue with the school, isn't it? Are other ensembles not getting attendance? If students aren't attending then they aren't listening to live music. Not sure how they expect to survive... Perhaps you need to recruit listeners.
ReplyDeleteI have met with good success at my high school and at personal concerts when I promote to non-musicians. Most people that attend HSO are not musicians but they culturally appreciate music. Most people that filled the clubs for Jelly Roll were not musicians but culturally appreciated music. So I recommend public newspapers, churches, and families and collaboration! with non-musical organization (i.e. medical, visual art, local farms). This way there is a culture being created around the music. Musicians are usually hard strapped for cash or reliable transport. As a musician I find it a waste to advertise to other musicians. Look to the past, Wagner, Bach sought the support of community and influential royalty. Who would those people be today? And or more accessible venues, Storrs is in the boonies.
ReplyDeleteGreat thoughts, Ed. Thanks!
DeleteHow about recruiting art/design students to make flyers/posters? Maybe this is already going on, but if not it could potentially build the audience to students on campus who might not otherwise attend. I would imagine most of your support is coming from family, faculty and other music students.
ReplyDeleteThe number of events may also play a role in attendance - though it sounds like you are creating lots of opportunities for your students, and that is a great support of their studies and efforts. I can imagine the number of things happening on campus is extensive, so it may be worth a shot to combine one of the concert's with another event at the school - Even if it's simply a marketing tie.
Sounds like you're doing great things over there! All the best to you, your students, and your program.
Thanks Jerrod. Brandt sent me a link to your blog post, "Building an audience in School Music Programs" and it too had some very useful information and ideas.
Delete[Here's the link for anyone who might stumble upon this: http://jcatmusic.blogspot.com/2013/04/building-audience-in-school-music.html]
Hi Earl! low concert attendance is not unique to your program alone Earl. I have both attended and performed in recitals / concerts where few people had expressed real interest in attending althoughthe performances were quite good! I like your ideas of "re-programming" to event titles such as "Yule be Swingin" rather than just the University Jazz band. sometimes creating the right "buzz" is harder than the performance itself!
ReplyDeletePerhaps you may want to reach out to one of the large music retailers in the area such as Sam Ash in New Haven, CT. or Guitar Center in Manchester, CT. You could organize a cross - promotional concert / sales event which will attract a larger attendance and also create foot traffic in the store for promo sales. Many of these stores have large stage and sound reinforcement capabilities which will make an exciting evening of recitals. These music chains are also supportive of school endeavors and like to give - back to the music student community who make purchases there.
Another idea may be an evening concert on a gazebo at a town green. The town can provide promotional materials and vendors while student families can enjoy some evening jazz outdoors. Many sound engineers are willing to donate their time and expertise to school supported music events such as these. Good luck in your Concerts!