1. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 1 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

2. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 2 Not quite 6% of culturally-active adults are “very knowledgeable” about classical music

3. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 3 10% of culturally-active adults say they are “critical listeners” of classical music

4. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 4 Seven in ten culturally-active adults have “ever” listened to classical radio

5. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 5 Radio is the dominant mode of art form consumption

6. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 6 Correlation between frequency of radio listening and sophistication

7. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 7 People use classical radio as a low-risk opportunity to gain familiarity with composers and compositions

8. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 8 See the correlation between classical radio and recordings

9. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 9 A quarter of culturally-active adults listen to classical radio, but not recordings

10. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 10 Use of the Web Among Classical Consumers: Data Point

11. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 11 Themes & Observations: Meaning, Values & Beliefs About Classical Music

12. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 12 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?

13. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 13 Jazz, opera and classic rock are right behind classical music

14. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 14 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

15. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 15 What is “classical music,” anyways? Whose definition matters?

16. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 16 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

17. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 17 Consumers derive layers of value around classical music participation ©2002 Audience Insight LLC  INTRINSIC / EXTRINSIC 

18. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 18 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?

19. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 19 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”

20. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 20 Title Point –Small point

21. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 21 Trend towards more interpretation-rich concert formats Focus group video clip:

22. MPR Leadership Initiative: Classical Music Consumers © 2003 Alan S. Brown & Associates, in association with Audience Insight LLC Slide 22 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…”