Music Performance Commons^™

Orchestra Community Engagement: Factors Of Environmental Impact, Travis Newton

Theses and Dissertations--Arts Administration

The symphony orchestra industry in the United States was founded with the goal of serving the elite, but these orchestras are organized as not-for-profit organizations and are currently mandated to benefit the community more broadly. Professional symphony orchestras in the United States are beginning to address this disconnect between their elite-oriented origins and the more modern federal mandate of community-oriented service in a variety of ways, including through community engagement programming. There are a number of items that remain unknown, including the impact that environmental factors have on orchestras’ community-oriented work, and what “community engagement” means to orchestras.

The purpose …

A Live Performance Guide: Building A Concert, Genevieve White, Genevieve White

Honors College Theses

Many are unaware of the production process when it comes to live performances in the Music Industry. While the obvious barriers of obtaining a time, place, and performer can be easily concluded, many outside of the industry fail to consider other components that contribute to successful performances. The attainment of proper contracting, performance licenses, and music materials are just a few examples of the thought and preparations that go into planning and accomplishing a successful concert.

This project, from conception to execution, was intended to further my knowledge of live performance through the utilization of classroom education and industry experience. …

Lucky’S Legacy: Determining An Effective Relationship Between Music And Business Management Principles, Jacob Joseph

Honors Projects

The Recognition-Conversation-Reflection (hereafter “RCR”) framework is modeled after popular change management frameworks for accomplishing projects and goals, utilizing concepts found often in business management and strategy. While traditionally these ideas are found in the workplace, they also serve as complex practices that can be used in various contexts. The music industry is composed of a plethora of professions exploring vast genres and interpretations of melody around the world. Despite its diverse perspectives, music is rooted in performance involving ensembles of varying capacities. With the complexities of the RCR framework and the diversity of the music industry, the question I looked …

Immerse, Interact, Impact: A Comparative Analysis On Selected Experiential Marketing Activations At Outside Lands Music And Arts Festival 2022, Phoebe R. Saul

Experience Industry Management

The commercial marketplace is becoming increasingly experiential. Experiential marketing activations, particularly those done at music festivals, are emerging as a highly valuable marketing tool to impact brand recognition and loyalty through the creation of unique branded experiences. The purpose of this study was to examine the experiential marketing design practices utilized at selected branded activations within Outside Lands Music and Arts Festival 2022. A comparative analysis was conducted on three selected experiential marketing activations at Outside Lands: The House by Heineken, the Music Den by Toyota, and the Ocean Love Tour by Gray Whale Gin. The findings concluded that the …

Take Flight Music Festival Branding, Maxwell Bo Chen, Jake Oxenham

Graphic Communication

We created a branding and design campaign for the Take Flight music festival on campus. The project covered many aspects of event creation and marketing such as name, logo, content creation, social media, printed media, vendor outreach, and administration outreach. All these pieces had to work together to create a strong and cohesive brand image for this event which would help ensure a successful turnout and event overall.

The Significance Of Sonic Branding To Strategically Stimulate Consumer Behavior: Content Analysis Of Four Interviews From Jeanna Isham’S “Sound In Marketing” Podcast, Ina Beilina

Student Theses and Dissertations

Purpose:
Sonic branding is not just about composing jingles like McDonald’s “I’m Lovin’ It.” Sonic branding is an industry that strategically designs a cohesive auditory component of a brand’s corporate identity. This paper examines the psychological impact of music and sound on consumer behavior reviewing studies from the past 40 years and investigates the significance of stimulating auditory perception by infusing sound in consumer experience in the modern 2020s.

Design/methodology/approach:
Qualitative content analysis of audio media was used to test two hypotheses. Four archival oral interview recordings from Jeanna Isham’s podcast “Sound in Marketing” featuring the sonic branding experts …

The Use Of Social Media For Marketing By Independent Musicians, Jessica E. Martinez

Capstone Projects and Master's Theses

Many musicians have social media presences, but not many know how to begin or how to market their music. Instead, artists find themselves searching for other forms to help them market their music. This leads them to overspend on expensive services in hopes that they can get their names more known. Musicians may feel discouraged when they don’t see the results they hope for, especially online and with other competitors. Because of this, musicians feel less confident in their success in the music industry. There is an imbalance between what the musician wants to achieve and what they need. …

Fostering Music Performers In The 21st Century: A Contemporary Professional Perspective Toward A New Curricular Agenda For Graduate Study In Music, Andre Januario

Graduate Theses, Dissertations, and Problem Reports

What if the core curriculum for graduate students in music performance were designed to prepare students to succeed in the world of the Fourth Industrial Revolution?

This dissertation offers a hypothetical answer: a structured and systematic academic curricular framework for music graduate students of performance of concert music (especially those in terminal degrees, such as doctoral students), along with music instructors, professional music performers, school administrators, and college professors, seeking to prepare such students for achieving and maintaining a music career more in keeping with the current work environment, especially those skills demanded by the Fourth Industrial Revolution and the …

Footprints Of Resilience: Tracking The Career Development Steps Of African American Male Musicians, Patrice Tiffany Leshay Bax

Graduate Theses and Dissertations

For African American (AA) male musicians, the road toward career advancement in the entertainment industry is particularly arduous. Despite many difficulties on the journey to career success, the history of gospel, R&B, jazz, and funk music is evidence that many AA male musicians find their way to develop and advance their careers. Many AA male musicians find career development and advancement opportunities through religious and sacred institutions. However, the journey to become a professional musician for AA males is fluid and not formalized causing ambiguity in the steps taken to enter this career field and sustain growth in a rapidly …

Becoming An Artistic Entrepreneur: The Nuts And Bolts Of Running A Successful Artistic Venture, Collette Nicole Cook

Undergraduate Honors Capstone Projects

The music industry is shifting away from the traditional concert in traditional venues. New and innovative concert experiences are beginning to be designed to continue to find ways to speak to new audiences. As a musician, entrepreneurial skills are becoming more and more mandatory in creating a long-lasting career. Despite the thousands of people who graduate around the country with a music degree each year, the number of traditional music jobs as a major symphony orchestra member or touring soloist are becoming more and more difficult to land, causing many graduates to have to find work in a different field …

An Overview Of A Failed Thesis, Avery Lewis

Undergraduate Honors Theses

An overview of a project based thesis that did not have the support or funding to be carried out to completion. The project was based around starting up a summer recruitment program for the East Tennessee State University Music Department. The program would consist of various summer events for high school students used to recruit for the department as well as encourage music and fine arts degrees.

Music & Media: A Senior Recital & Honors Project, Kayla Luteran

Honors Projects

Music & Media: A Senior Recital & Honors Project is a cross-media marketing strategy. The main purpose of this project was to develop visually appealing, informative graphic elements and branding to effectively promote a musical performance. This is interdisciplinary in nature and includes written and oral communication.

While many music students post about their senior recital on social media or place flyers, they do not develop a thorough methodology for generating buzz about their event. Although musical preparation is of utmost importance for a performance, I believe that time should be spent on all aspects of planning the recital. With …

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, Natalie Wei-Ting Chang

LSU Doctoral Dissertations

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 …

An Exploration Of Recording And The Music Business, Erika Nalow

Honors Projects

A creative project focused on the ability of an independent musical artist to compose, arrange, record, produce, mix, master, market, and promote their own musical composition.

The Wishing Well: A Children's Ballet (A Composer's Perspective), Lydia Dempsey

Honors Projects

As a composer, I am passionate about introducing audiences to contemporary classical music. I chose to compose a twenty-five-minute children's ballet titled The Wishing Well based on the fairytale Diamonds and Toads. It premiered on April 2, 2016 at the Bowling Green Performing Arts Center in collaboration with choreographer Sophia Schmitz and conductor Robert Ragoonanan. Other elements of the project included set design, costuming, lighting, audio and video recording, and marketing. The mission was to provide the local community with a free arts event, introduce young audiences to music and ballet, enrich people’s lives through music and dance, provide …

The Copyright Board And Tribunals Process: Users In The Balance, Louis J. D'Alton

Electronic Thesis and Dissertation Repository

The wholesale adoption of copyright collective management as public policy tool has had an extraordinary impact on the information landscape. The unfettered expansion of collective rights organizations throughout the 20^th century has resulted in increased social costs and a burgeoning bureaucracy surrounding the collective use of rights.

This thesis considers the role of copyright tribunals within that process, and more importantly within a critical historical frame. While some work has been done with respect to copyright tribunals and their role in the policy process, none of it has considered the tribunals within a critical frame. This thesis considers those …

The Choral Composer/Conductor Collective: An Ongoing Experiment In Musical Self-Governance, Julian D. Bryson

Theses and Dissertations--Music

C4: The Choral Composer/Conductor Collective and Triad: Boston’s Choral Collective are the first choirs to explore collectivity as a method of ensemble organization. While more traditional ensembles have a single artistic director, C4 and Triad share and rotate leadership responsibilities among the full membership. Artistic and logistical decisions develop through conversation, consensus, and/or voting.

This monograph draws primarily on interviews with thirteen current and former members of the two ensembles as well as the author’s personal experiences with Triad’s inaugural concert cycle to present a narrative description of member characteristics, governance, and operational processes. Interview responses are compared to relevant …

Reshaping The Event Horizon‑ Marketing Utopia At Music Festivals, Justin D. Joffe

Capstones

Imagine a world where every leisure activity is tracked, recorded, and then analyzed as market research according to your age and gender demographic. Imagine the next phase after smartphone payments, when a chip linking your finances isn’t in your phone, but on your wrist. Imagine a vast field of fellow fun-­‐seekers, eating, drinking and dancing in hedonistic, chemically enhanced utopia. Such a scene certainly requires some open-­‐ mindedness and improvisation, sure, a willingness to submit oneself to a vulnerable environment of whimsy. Now imagine being subtly exposed to advertisements in such a mindset. It’s no Orwellian controlled dystopia, really. You’ve …

The “Indie” Sound: A Band's Guide To Success In The Competitive Indie Market. An Evaluation Of Touring Trends & Helpful Tricks Of The Trade., Nicole L. Stratman

Chancellor’s Honors Program Projects

No abstract provided.