Doctor of Musical Arts (DMA)
School of Music
In this dissertation, I discuss the traditional organizational model adopted by symphony orchestras in the United States as non-profit arts organizations that are struggling to maintain solvency within the current philanthropic, political, and digital contexts. As part of the discussion, I conduct field research within the local area of the city of Baton Rouge, Louisiana, in providing demonstrations of live and informal classical performance in various businesses and institutions while collecting data via surveys from willing adult participants (ages 18 and above) of all demographics, specifically lower income areas. The survey analysis gives important insights into public perception of symphony orchestras, and generational attitudes towards the support of such organizations, whether it be through attendance or individual giving. The survey study hopes to illuminate the benefits of implementing a more approachable marketing strategy within a local environment and cultivating a paradigm shift in how symphony orchestras access untapped markets of potential audiences.
Chang, Natalie Wei-ting, "The "Missing Audience": A Query into the Future of the Orchestra and the Potential Benefits of Bringing Live Classical Music to the Community through Informal Performances" (2017). LSU Doctoral Dissertations. 4162.