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Our approach

The MUSIC ENGAGEMENT ESSENCE framework is generated to guide essential engagement intention for performing arts and cultural institutes through product development efforts keeping in mind the most important portion of engagement - the audience. The continuing section will be explained and applied for Suc Song Moi Bamboo Ensemble as follows to demonstrate its usage.

PSYCHO-AESTHETIC MAPPING & IDENTIFYING OPPORTUNITY ZONES

Applying into music audience, the psycho-aesthetic hierarchy has also evolved to the following stages:
  • Pricing, evolved from physiological needs
  • Accessibility, evolved from safety needs  
  • Belonging, kept as it is (belonging and love needs)  
  • Progressive, evolved from esteem needs
  • Mastery, evolved from need to know and understand  
  • Sensory, evolved from aesthetic needs
  • Fulfillment, evolved from self-actualization

  • Pricing, evolved from physiological needs
  • Accessibility, evolved from safety needs  
  • Belonging, kept as it is (belonging and love needs)  
  • Progressive, evolved from esteem needs
  • Mastery, evolved from need to know and understand  
  • Sensory, evolved from aesthetic needs
  • Fulfillment, evolved from self-actualization

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music audience engagement framework

answers the quest of audible vietnam

Here is the answer to the quest, again:
ESSENTIALLY EMPATHIZING
EVOLVING & INVOLVING
ENGAGING & ELEVATING



ACKNOWLEDGEMENT & APPRECIATION
In the scope of this project, the authors, Phuc Ngo & Nhut Le, have valuable experience and opportunities to thrill down the core of performing arts to draw a path of surge for this cultural heritage. It is an absolute honour for the authors to be empowered by Suc Song Moi Bamboo Ensemble's management for studying the ensemble as a case investigation, as well as by being accepted by Professor JP Baeyens from Solvay Brussels School of Economics and Management and his supervision and provisional support to carry out the project.

Additionally, a huge amount of thankfulness would be dedicated to the professors, the course coordinators and MMCoM14's classmates at the Marketing and Communication Management program at Solvay Ho Chi Minh City. As a highlight, the authors could not have done this project without the instruction and feedback from Professor Andrew Le with all his enthusiasm and wholehearted guidance. Their prestige professionalism and tolerance in educating the Vietnamese students are far more important and meaningful any words could describe. Our sincere appreciation and gratitude to Professor JP Baeyens, Professor Andrew Le and all other faculty.

Given the efforts the authors have put into this research and its findings, both authors are sincerely and highly aware of the limitations and draw-backs that the work may carry. We are thankful for any further add-on if our interests may ever be intersected.

Thank you
Feb. 2023