Arts in an Age of Technology

On Man’s Spam Is Another’s Annual Appeal

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There is an interesting study about the effectiveness of email campaigns that came out recently. M + R Strategic Services and Nonprofit Technology Network published the results of their survey on the use of email by non-profits as a fundraising and advocacy tool. None of the non-profits participating in the study were performing arts related. That doesn’t seem pertinent to the results because the study is more about general behavior in regard to email than responses to specific organizations. They don’t have a lot of tips for maximizing the effectiveness of your email campaigns, but they do tell you what sort of response to expect and some guidance about frequency and timing of campaigns.

There were a couple odds and ends that caught my eye.

-They claim email is superior to social networking sites like Facebook and YouTube for mobilizing supporters but don’t offer any evidence to back it up.

-Existing email technology makes it difficult to accurately measure the rate at which people are opening email. Some email software triggers a pixel embedded in the message to record it as a read, but there is no guarantee that a human has read it. On the other hand, some programs don’t allow images to be automatically loaded so the pixel is never triggered even though the message is read.

“…we have found that up to 25 percent of the actions or clicks in response to a particular email come from people who have never officially ‘opened’ the email!”

-Open and click through (following a link in the message) rates are lowest in December and the unsubscribe rate is highest. But given the volume of appeals being sent out is highest in December, “…the number of people who unsubscribed per individual email was actually about the same or slightly lower than in other months.” Even though people are being hit hard by appeals in December, it pays to time it for the end of year as Oct-Dec was the most productive time for the study participants.

-The response rate to fundraising appeals has dropped a little, but since the amount given remains the same and the size of email lists continues to grow, the total amount raised has increased.

-More of those who choose to donate are doing so online. I would guess this is a matter of people feeling more comfortable with conducting financial transactions online.

You can download the study for free but do need to provide your email address. Even though you can opt out of receiving their newsletter, I didn’t see any promise not to sell your name to their clients.

Dancin With Myself

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Well here is one from the “Hope This Doesn’t Catch On” file. I got an email from the Orlando Fringe Festival last week promoting a Silent Rave. Essentially you show up with your iPod and dance while listening to the music you brought while other people do the same. You are literally dancing to your own drummer–at least if the music to which you are listening has drums.

They claim it is hot in Europe but the most information I can find is a Silent Rave this past April in NYC’s Union Square.

Here is some video from the event.

Interestingly enough, here is a video taken around the same time which the person decided to set to his own music. I understand that re-editing video is common practice but in this context it sort of comes off as being dissatisfied with the lack of audible music.

How prescient Billy Idol was when he made his “Dancing With Myself” video. I know the attraction of the gathering was more about the flashmob element than the actual promotion of isolating yourself in a crowd. Since NYC has really been cracking down on actual raves, driving up and deploying a sound system on the fly would have probably gotten the event shut down a lot faster because it more closely met the legal definition of a prohibited rave.

These things aside, it is a little disturbing that people are choosing to replicate an event where one insulates oneself from others. It seems something of an oxymoron that this communal event is possible because these isolating devices are ubiquitous. The fringe festival is probably sponsoring this to seem edgy and hip. Indeed, there is a lot of novelty inherent to the idea. This can be especially true if some strange synchronicity emerges between what you are listening to and how you see people around you are dancing.

But it is really in their best interests to promote the idea that you can enjoy yourself alone. Or even worse, that while at a public event you have license to act as the spirit moves you. The latter might be acceptable at a fringe festival more than a concert hall, but if people decide they will enjoy staying home more, all organizations potentially suffer.

People have a right to do what they will with their free time and aren’t responsible for keeping arts organizations in business. There is also nothing necessarily wrong with introversion. The concept may make you laugh, but I wonder if what we are seeing isn’t a sort of synthetic introversion. It just seems to me that in the past, real introverts have filled their time alone thinking and doing things. I won’t claim they have been any more productive than anyone else in advancing civilization. I am just concerned with the direction of things when people who are not nature introverts start to take on the behavior and fill the silence with iPods and text messaging.

The world needs its extroverts to conduct the interactions and exchanges of the world. While they may be real extroverted across these devices, it is as if they have hobbled themselves by removing the option of unmediated interactions. Instead of empowering the introverts by removing some of the opportunities to be socially inept, it looks like technologies are depowering extroverts.

Granted, I am not a social scientist with the training to observe and interpret these things. But I have admitted introverted tendencies. While my shopping experiences would be so much better if people would stay home, the fact that I am concerned that they are may be cause to worry. I see people doing what I did as a geeky teenager. Except I was doing it with books so I was at least getting smarter and growing my vocabulary. I don’t know if the same can be said of the situation today.

Sometimes I Feel Like A Fatherless Color

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I don’t know how it found its way to my backstage, but I came across a booklet from Apollo Design that really show the company has a sense of their customer’s needs and seek to add value to their products. They have what they term Playbooks which provide a scene by scene break down with gel and pattern suggestions of some of the most popular plays high schools and community theatres perform.

They admit that the options they offer are among the safest choices a lighting designer can make. They also can’t offer guidance about placement of instruments and intensity of light since they can’t know the needs of every theatre. But for the high school teacher who has volunteered to direct the fall play and knows nothing about choosing gel colors, the booklets can remove quite a bit of anxiety. Even if you aren’t directing any of the plays they cover, you can get a sense of how the design theory you might read in a text book has been put into practice in specific instances.

You can download pdf versions of specific Playbook sections here. As an example of the general guidance they offer, for The Glass Menagerie, the notes state:

“Smoky, red glow” – mentioned in the Amanda and Tom argument scene. The colors should not be malevolent or suggest violence. It should be a subtle indication of frustration and tension”

Another example is in scene 3 the booklet provides guidance for different colors on the fire escape, living room, bedrooms and dance hall.

Although their skills far outstrip those of the people who would use these booklets, my technical crew thought the booklets were a great idea and have been thumbing through them for the last week.

We did get a little chuckle though from their political correct renaming of Bastard Amber, one of the most often used gel colors around. It was created by mistake when a guy was trying to create a batch of regular amber. Bastard Amber ended up being generally a better color choice and more widely used than regular Amber. The two leading gel manufacturers, Rosco and Lee both have the color in their swatch books.

Apollo on the other hand calls the color Fatherless Amber. Given that they have a Dominant and Submissive Lavender, we can’t imagine they are complete prudes.

If you want to have a bit of fun, ask your tech director if you can see their gel swatch books. You can find some amusing names for colors in there. Given that Rosco and Lee have created proprietary colors that the other hasn’t been able to reproduce, you can have fun looking through both. Like some famous painters who have created their own paint shades, lighting designers have asked that unique colors be created for them and so you will find some colors named after notable theatrical folks. Be warned that there are also a lot of mundane boring colors in there as well though you will probably wonder at the contradiction of shades like No Color Blue.

Art, The Government Prescription Program

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There is a piece on the online journal, Spiked from Frank Furedi decrying the English government’s prescriptive use of music in their sponsorship of the Music Manifesto. My first thoughts were that this is what comes from positioning the arts as having all these benefits when asking for money. This is further evidence that the authors of Gifts of the Muse in saying the arts were ill served emphasizing these elements over the intrinsic value of the arts. I also thought that it should come as no surprise that governments would be employing music to advance an agenda. This has been happening for centuries from the Medicis to the current day where popular music is used to sell everything from cars to presidential candidates.

Perhaps I have been exposed too much to commercially motivated music, but I had a difficult time envisioning music as a vehicle for seeking and serving Truth. Perhaps it is the lack of this connection to Truth or my inability to see it that can be attributed to what he cites as “impersonal force of the market impinged on the development of art and culture.”

My initial cynicism about his complaints aside, there were a number of observations he made that I hadn’t really considered. For instance, he notes that by valuing who will be attracted by the experience over the art itself, “what really matters is the audience rather than the music that the audience listens to. The question of who sits in the audience, rather then what they hear, shapes official thinking on music today.”

I have seen this myself. Every final grant report I fill out regardless of whether it is privately or publicly funded asks me how many K-12 students were served. Many ask about the racial make up of the audience and if my program was designed to serve specific races or K-12 students. Some ask how the programs reinforce family values and self-sufficiency. I am occasionally tempted to ask how a particular government policy is actually reinforcing these things. The arts shouldn’t necessarily be looked to in order to patch what has been rent.

I do think that arts organizations should be paying attention to who is attending. I am happy not to have to break down my audience into all sorts of demographics for my grant reports. One should always be assessing who is attending and how they are receiving it. Though the identity and number of people attending shouldn’t form the sole measure of success.

One of the toughest parts of Furedi’s complaint to tackle is the idea of accessibility equating to dumbing down. He criticizes music classes.

“Instead of providing an opportunity for pupils to study and learn about music, ‘music-making opportunities’ are often about involving kids in playing around with digital media and pretending to be djs…But frequently the ‘music-making’ approach is praised because it allegedly removes the ‘barriers’ that prevent children from ‘making music’.”

and suggests that the real elitists are,

“the educational and cultural establishment who have so little faith in the ability of children to appreciate and learn about classical music. Their anti-elitism is a populist gesture designed to flatter ordinary folk and reassure them that not much is expected of them.”

The question that emerges in my mind is how to structure an introduction to theatre, music, dance and art to people whose experience with these disciplines has come from movies, television, MTV and Photoshop? Are the activities you intend as a bridge between these experiences and the creative/performing arts underestimating your audience or does it provide necessary context? A contributing factor to activities that do indeed dumb an experience down is the receipents may not view the relevance in the same manner you do. So the bridging activities become the whole program rather than just the initial steps of a larger plan.

For example, does all the art and literature about the transitory nature of life have the same poignancy for people who can create and destroy a visual representation with a touch of a button? How do you cultivate an appreciation for an artist’s technique in mixing colors or composing music when there is software that will correct those flaws? How do you instill a desire for preservation in someone whose criteria for doing so is based on the amount of room left on a memory card rather than what ever quality of composition is apparent on the tiny digital camera or cell phone screen?

I don’t doubt that you can cultivate appreciation and understanding of art in people amid all of these influences. But if they don’t feel it to the same degree or manner as you and your contemporaries do, you may never move beyond a certain point and allow them to develop a more sophisticated understanding. On the other hand, if you don’t take into account that people experience the world differently than when you were their age and proceed to present the discipline in the same manner it was presented to you, you risk alienating people with your insensitivity and general cluelessness.

What is the balance then between presenting an accessible context that is intellectually challenging? It is easy to say that is your goal and just as easy to be diverted from the plan by what seems to be a general atmosphere of anti-intellectualism.