{"id":15635,"date":"2021-01-25T16:28:23","date_gmt":"2021-01-25T16:28:23","guid":{"rendered":"https:\/\/americanorchestras.org\/?page_id=15635"},"modified":"2021-02-22T04:38:27","modified_gmt":"2021-02-22T04:38:27","slug":"electronic-media-strategy","status":"publish","type":"page","link":"https:\/\/americanorchestras.org\/learn\/music-distribution-and-licensing\/electronic-media-strategy\/","title":{"rendered":"Electronic Media Strategy"},"content":{"rendered":"\n<p>The concept that technology is changing our personal and professional lives more rapidly than ever is no longer new. There are daily reports of new applications for new gadgets that will surely continue to be more disruptive to the economics of our businesses and the tranquility of our homes. For symphony orchestras that quickly pivoted during the COVID-19 pandemic to use digital distribution to stay in contact with their communities, there are likely to be internal and external pressures to continue to use this technology to distribute their artistic content to audiences beyond the concert hall.<\/p>\n\n\n\n<p>There will also be continuing pressure on orchestra executives to match the positive PR generated by their peers from these digital initiatives. Although there are some \u201cfirst-mover\u201d advantages to symphony orchestras that announce the availability of their content on the latest streaming platform, the positive perception does not automatically translate into the realization of measurable objectives for every orchestra. To benefit a symphony orchestra after the newspaper report has become \u201cfish-wrap,\u201d the use of technology to exploit artistic content must be planned and implemented with the same standards that are used for the presentation of live concerts.<\/p>\n\n\n\n<p>This is especially important in the post COVID-19 environment, in which the audiences you want to reach with digital content will likely expect a more highly produced audio-visual experience than merely having cameras record a live performance. The added-value entertainment content expectations are particularly important for orchestras that want to monetize the distribution of streamed performances.<\/p>\n\n\n\n<div class=\"wp-block-pb-accordion-item c-accordion__item js-accordion-item no-js\" data-initially-open=\"false\" data-click-to-close=\"true\" data-auto-close=\"true\" data-scroll=\"false\" data-scroll-offset=\"0\"><h2 id=\"at-0\" class=\"c-accordion__title js-accordion-controller\" tabindex=\"0\" role=\"button\" aria-controls=\"ac-0\">Strategy Guidelines<\/h2><div id=\"ac-0\" class=\"c-accordion__content\" style=\"display:none\">\n<p>For symphony orchestras to take advantage of the unique changes taking place today, however, they must:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Recognize the institutional benefits of using technology to exploit content<\/li><li>Make doing so a core part of their institutional mission<\/li><li>Allocating resources to cover the costs of creating and distributing content<\/li><li>Take the initiative to make it happen (rather than being reactive to the initiatives of others)<\/li><\/ul>\n\n\n\n<p>They must also \u201cdo it the right way,\u201d taking as much care in the use of technology to exploit content as they do in the presentation of their art. The key steps include:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Setting clear institutional objectives that are ambitious, but realistically achievable for <strong>that<\/strong> symphony orchestra (i.e., being clear whether we want to sell more tickets, reach a larger audience, promote the institution, generate earned income from monetizing the content, and\/or stimulate contributions)<\/li><li>Determining which strategies and activities will accomplish those objectives (e.g., if the goal is selling more tickets in our local venue, distributing content internationally is of limited direct benefit; and if the goal is generating income, then offering free podcasting of saleable content is unwise)<\/li><li>Making a commitment to incorporate the key activities into the operating (and possibly capital) budget as \u201ccore\u201d priorities, even if subsidy is required.&nbsp; (Why do some arts executives, who do not think twice about the wisdom of subsidizing educational activities, commit to electronic media activities only when all the costs are covered and there is net incremental revenue?)<\/li><li>Implementing each priority activity to maximize the institutional objectives:<ul><li>There is usually correlation between the economic return to the institution and the amount of financial responsibility it assumes in making the activity happen, especially in the complex areas of distribution. In general, arts groups should try to maximize the number of \u201cretail\u201d outlets from which consumers can obtain their content, but minimize the number of \u201cmiddlemen\u201d needed to distribute the content to the retailers.<\/li><li>An additional critical decision is whether to develop the capacity internally to record and edit the material or contract for those services from outside experts.&nbsp; This requires deciding whether to buy, lease or rent equipment, as well as how to employ the personnel needed to operate it.&nbsp; Overall, an institution must decide which responsibilities to assume on its own and which to outsource, with outsourcing the best option for those functions that are of less strategic or economic value, less frequently needed. and\/or not an institutional core competency.<\/li><\/ul><\/li><\/ul>\n\n\n\n<p>Generally, it is unlikely that there will be significant net income from the licensing of digital content for third-party distribution. There may be an opportunity, however, for orchestras to generate \u201cticket revenue\u201d from the digital distribution of their performances directly to their audiences, some of whom may be reluctant to return to the concert hall, even after a vaccine is widely available.<\/p>\n\n\n\n<p>Regardless of the financial potential, even modest net revenue from digital distribution could reduce pressure to raise ticket prices, increase contributions and reduce expenses. The indirect branding and marketing benefits of the strategic use of technology can also be significant, in a world that increasingly defines fame and success in terms of media presence. Most importantly, technology may now represent an efficient mechanism for bringing the performing arts to busy \u201ccocooning\u201d audiences, some of whom are opting for cheaper, recorded options in the comfort of their own home, rather than venturing out for a live performance after a long day of work. Symphony orchestras that are finding it more difficult to prove to consumers that it is worth planning ahead to see something at a particular place and time, when they can listen to music on a streaming smartphone or turn on a HD television at their leisure, may fulfill their missions more effectively by including the technological version of their art form as a complementary option to the live performance.<\/p>\n<\/div><\/div>\n<!-- AddThis Advanced Settings generic via filter on the_content --><!-- AddThis Share Buttons generic via filter on the_content -->","protected":false},"excerpt":{"rendered":"<p>The concept that technology is changing our personal and professional lives more rapidly than ever is no longer new. There are daily reports of new applications for new gadgets that will surely continue to be more disruptive to the economics of our businesses and the tranquility of our homes.<!-- AddThis Advanced Settings generic via filter on get_the_excerpt --><!-- AddThis Share Buttons generic via filter on get_the_excerpt --><\/p>\n","protected":false},"author":23,"featured_media":0,"parent":15625,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"views\/template-landing.blade.php","meta":{"_acf_changed":false,"footnotes":""},"class_list":["post-15635","page","type-page","status-publish","hentry","topic-innovation"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Electronic Media Strategy - americanorchestras.org<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/americanorchestras.org\/learn\/music-distribution-and-licensing\/electronic-media-strategy\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Electronic Media Strategy - americanorchestras.org\" \/>\n<meta property=\"og:description\" content=\"The concept that technology is changing our personal and professional lives more rapidly than ever is no longer new. 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