Adapting musicology for commercial outcomes

Radbourne, Jennifer and Arthurs, A. 2007, Adapting musicology for commercial outcomes, in Proceedings AIMAC: 9th International Conference on Arts & Cultural Management, University of Valencia, Spain.

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Title Adapting musicology for commercial outcomes
Author(s) Radbourne, Jennifer
Arthurs, A.
Conference name International Conference on Arts and Cultural Management (9th : 2001 : Valencia, Spain)
Conference location Valencia, Spain
Conference dates 8-11th July 2007
Title of proceedings Proceedings AIMAC: 9th International Conference on Arts & Cultural Management
Editor(s) Cuadrado, M.
Montoro, J D.
Publication date 2007
Conference series Arts and Cultural Management Conference
Publisher University of Valencia
Place of publication Spain
Keyword(s) orchestra
Summary Recent claims that orchestras around the world are facing new financial pressures threatening their survival, suggest that it is critical to investigate the potential for musicology to adapt to commercial outcomes. This paper takes the Australian music industry as a case study to prototype a new and sustainable orchestral model appropriate for twenty first century audiences. The paper includes a review of musical and social innovations from previous and current orchestral models, a review of arts marketing strategies developed for the new consumer, the identification of successful new performance modes including distribution methods and developments in acoustic and digital instrument design, and the documentation of the implementation and testing of such a model to live audiences.
Notes Reproduced with the specific permission of the copyright owner.
ISBN 9788496221321
Language eng
Field of Research 190499 Performing Arts and Creative Writing not elsewhere classified
HERDC Research category E1 Full written paper - refereed
Copyright notice ©2007 (please consult authors)
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Document type: Conference Paper
Collection: School of Communication and Creative Arts
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