Research Image

A research team, lead by Professor John Sloboda from the Guildhall School for Music and Drama, has been evaluating our work, focusing on attitude changes towards classical live performances over time in our Young Ambassadors, and to reflect on what influenced those attitudes, in order to:

  1. inform our future work
  2. help educators to understand how aspiring professionals can excite and recruit new audiences;
  3. help performers, promoters and providers in thinking about how best to establish long term commitment of younger audiences for classical music

Bach St. Matthew Passion (2011-12)

The research team developed a questionnaire for tracking Young Ambassadors’ beliefs, motivations, and experience before, during, and after the performance, and interviewed members of the performance cast and key members of Vocal Futures team. Key findings from those who responded were that participants were absorbed in the performance and appreciated the high quality of the performance and staging, and that motivation for future attendance was positively affected as a result. Performers were positively influenced by the demands of reaching out to a younger audience.

Haydn The Creation (2013-14)

This research will repeated the questions asked in phase 1 but ensured a substantially larger response rate by improvements in data gathering procedures. We will focused more intensively on how the young ambassadors respond to the post-event concert offerings in the following six months. Additionally, the current research also explored the way that artists (singers and instrumentalists involved in the performance) think and act in relation to their audiences in performance, and in the promotion of their work.

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