First the team interviewed people that they encountered on the streets of DC, and synthesized this information into personas that inspired the big idea: How might we make attending an orchestral music concert feel like attending a summer rock festival? At a summer rock music festival, you can wander from stage to stage, staying longer when a musical performance is drawing you in, and leaving quickly if you’re just not feeling it. You have the freedom to explore and discover music new to you.
With that notion in mind, the team put a live prototype into action by producing a music experience akin to a summer rock festival at a local performance venue, restaurant and craft bar in downtown College Park called MilkBoy ArtHouse.
NOI[SE], a festival for classical music, was the live prototype that the Innovation Studio team produced to test some insights.
Upon arriving, you were immediately immersed into the music as you walked right by a string quartet playing Ginastera on the Garage Stage. After grabbing a drink at the bar, you might stick around to marvel at the unabashed cheering from the Garage Stage audience, or you might head into the larger back room to check out the other three stages. To the right, there is a violin soloist bathed in red light with a half circle of audience members standing back to take in the melancholy tune. Meanwhile, musicians stage hands are working to move the percussion equipment from the side stage back to the garage stage as an Improv Trio readies to perform.
Throughout the experience, there’s a heightened level of connectedness between audience member, musician and music inspired by certain cues intentionally planted throughout the venue. For example, there was a closer physical proximity between musician and audience (two of the ‘stages’ were at floor level marked by some colorful spotlights). Musicians wore bubble necklaces — yes, necklaces that you can blow bubbles from — so that while they were not performing, audience members could ask them questions such as: “what’s the difference between a fiddle and a violin?” Propped at the foot of each musician was a sign with the musician’s name and instrument that they were playing, so as to familiarize the audience with who and what they were listening to. The musicians would informally introduce each piece just before playing it, and the audience was invited to cheer loudly while the musicians were playing.
Toward the end of the night, the crowd was drawn to the main stage by the Klezmer Band, complete with people whooping and clapping and dancing (as best they could) to the beat. And to cap the night, all musicians joined together from wherever they stood to play “In C” together.
“This is how chamber music was meant to be heard.”
“I loved having an opportunity to meet people.”
“When are you doing this again?”
-Audience Reactions to NOI[SE]