MUSIC ENGAGEMENT ESSENCE FRAMEWORK
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 HIERARCHY
Based on Maslow's hierarchy of needs, the PSYCHO-AESTHETIC hierarchy of needs serves the music audience's motivations and trigger points.
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
Meet the Music Audience
The 8 player profiles are made up from 5 key categories (Musicologist, Voyager, Socializer and Devoter). Apart from the "Emotionalist" being a generalist, each of the other categories are sub-divided into 2 sub-groups depending on their preferences and motivations.
MUSICOLOGIST
Additionally, showcasing the unique elements of the performance, such as the venue, stage design, and special effects, can also appeal to these profiles. By creating an immersive and multi-sensory experience, these profiles are more likely to be influenced and make a decision to attend the show.
Connoisseur
The Connoisseurs are the people who have sophisticated music tastes and are always looking for quality music. They are knowledgeable and passionate about different music genres and artists, and they are interested in attending shows that align with their musical preferences.
They are motivated by the desire to hear their favorite artists perform live and to experience the music in a new and immersive way. They tend to be discerning and selective about the shows they attend, and they prioritize the quality of the performance over other factors.
Connoisseurs are interested in experiencing high-quality music with a focus on the musicianship and the genre.
They would appreciate a venue that provides an intimate setting that allows them to focus on the music, with good acoustics and sound quality.
Connoisseurs may also be interested in meeting the musicians, learning about the instruments, or attending workshops and educational sessions.
REPLAYER
Replayers are fans who are deeply connected to a particular singer or band. They listen to the same music over and over and are always looking for new content from their favorite artists. The Replayers are fans who are dedicated to their favorite artists and bands. They are constantly replaying their favorite songs and have a deep connection to the music.
They attend shows to relive their favorite memories and to connect with other fans. They are motivated by the emotional connection they have with the music and the artists, and they enjoy being part of the community that surrounds the music.They are typically younger and may have a lower education and income level.
Replayers are fans of a specific singer or band, and their decision to attend a show is heavily influenced by their love for that particular artist. They are interested in details about the concert, such as the setlist, stage design, and special effects. They also value their personal experience at the show, such as being able to see the artist up close and interact with them.
Replays are interested in experiencing the music of their favorite singers and bands.
They would appreciate a venue that offers a fun, energetic atmosphere and is able to recreate the sound of their favorite artists.
Replays may also be interested in exclusive merchandise, meet-and-greets, or the opportunity to attend a show with a large group of fans.
VOYAGER
They have a sophisticated music taste and are looking for unique, high-quality musical experiences. They are knowledgeable about music and their favourite singers and bands.
deep-diver
The Deep-divers are fans who follow all the shows of their favorite artists and bands. They are motivated by the desire to experience the artists and their music in different settings and to see how their sound evolves over time. They tend to be adventurous and enjoy exploring new venues and locations. They prioritize the artist over other factors, such as the venue or theme of the show. They are typically younger and have higher education and income levels.
For the Deep-diver, experiences that influence their decision to attend a music show may include:
Personal interaction with their favorite singer/band through meet and greets, backstage passes, or special events
Unique and exclusive experiences, such as VIP access, private concerts, or exclusive merchandise
Opportunities to learn more about the music and the process of creation, such as workshops, seminars, or Q&A sessions
EXPLORER
Explorers are music fans who are seeking a more immersive and adventurous experience at music shows. They tend to be thrill-seekers and are always on the lookout for new and exciting experiences. The atmosphere, production, and activities surrounding the show are just as important as the music itself to them.
They are driven by the desire for unique and memorable experiences, and they prioritize the overall ambiance and atmosphere of the show over other factors such as the music genre or the artist. They are often younger, adventurous, and have a higher education and income level, and they enjoy traveling and discovering new cultural experiences. For the Explorer, experiences that influence their decision to attend a music show may include:
Variety of music genres and exposure to new music
A fun and interactive atmosphere, such as activities, games, or a lively crowd
Opportunities to participate in the music event, such as sing-alongs, dance competitions, or open mic sessions
A well-rounded event experience, such as food and beverage offerings, art exhibitions, or other interactive experiences.
SOCIALIZER
INSPIRATOR
Inspirators are music fans who are looking to share their music experiences with others. The Inspirators are people who believe that the experience of attending a show can be an inspiration for their companions. They attend shows to share the experience with others and to create new memories together. They tend to be social and enjoy being around other people.
They are motivated by the desire to create a positive impact on their companions, and they prioritize the social aspect of attending a show over other factors, such as the music genre or the artist. Inspirators are interested in experiencing music that has a positive impact on their companions.
They would appreciate a venue that offers a warm, welcoming atmosphere, and provides opportunities for their companions to connect with others who share their interests.
Inspirators may also be interested in educational experiences, such as workshops and music lessons, that their companions can participate in.
ROCKSTAR
The rockstars are people who want to drag their companions into the show with a privileged experience to empower their personal sophisticated image. They attend shows to enjoy a night out with their companions and to show off their good taste in music.
They tend to be social and enjoy being around other people. They prioritize the overall atmosphere and production of the show, and the companions over other factors, such as the music genre or the artist. They are typically older and have a higher education and income level.
Rockstars are interested in experiencing exclusive, high-end music events with their companions.
They would appreciate a venue that offers VIP seating, backstage tours, meet-and-greets with the artists, and other special experiences.
Rockstars may also be interested in attending private events, such as charity concerts, that allow them to mix and mingle with other high-end music fans and the artists.
DEVOTER
They have a sophisticated music taste and are looking for unique, high-quality musical experiences. They are knowledgeable about music and their favourite singers and bands.
FAN-CLUBBER
They are music enthusiasts who are passionate about a particular genre of music and have a strong sense of community. They are often members of fan clubs and attend shows and events related to their favorite music.
They may also actively participate in online forums and discussions about the music experience and form close relationships with others who share their interest. Fan Clubbers value the sense of belonging and shared experiences that come with being part of a musical community. They enjoy discovering new artists and music within their preferred musical interests and attending concerts with friends or other fans.
Fan Clubbers are interested in experiencing music and performance events with their community of fellow fans.
They would appreciate a venue that offers opportunities for them to connect with other fans and participate in events, such as trivia nights, fan clubs, or meet-and-greets with the artists.
Fan Clubbers may also be interested in exclusive merchandise, fan clubs, and other experiences that allow them to show their loyalty to the music and their community.
ENTHUSIAST
Enthusiasts are music fans who are looking to follow their companions into new and unique music experiences. They are motivated by a desire to try new things and explore new genres and artists, and they often attend concerts with friends or family members. They are typically older and have a lower education and income level. Enthusiasts are interested in experiencing music events with their companions. They would appreciate a venue that offers a fun, energetic atmosphere, and provides opportunities for them to enjoy the music together.
Enthusiasts may also be interested in attending events that are family-friendly, such as kids' concerts, and other experiences that allow them to share their love of music with their companions.T
hese are the portrait description of the 8 profiles of music audience to be used for engagement.
This project has employed the profile and applied into Suc Song Moi Bamboo Ensemble case to generate the personas as a base of product development.