Hong Kong Philharmonic Orchestra
Nowadays, the audiences of classical music concert are becoming older & rarely see younger generations at the concert. HK Phil wants to attract this younger generation to join their concerts and develop this new target market. So they had approached us with the following question in mind:
“Find out the conceptions of values & meanings of classical & orchestral music among the Millennials, as well as to promote its significance or relevance to this generation.”
Caesura music club is a community-based platform that allows HK Phil to promote and provide an alternative environment that is more welcoming to the new generation of HK Millennials. This provides a more intuitive and engaging experience out of the concert hall, hence refreshing current consumers’ mind at the same time attracts & educate new classical music audience, hence prolong and maintain the amount of classical music audience in the long run.
Many HK millennials who had the curiosity to try out classical music but never got to take their first step, most of them had little experience in live classical music. Stopped by the fear in lack of knowledge, companionship to explore, the pain of getting a ticket, lack of awareness as well as the variety / combination on relatable contents.
UNDERSTANDING OF MUSIC
Importance of Music Knowledge & Difference in Levels of expectations
Implementing a structured method that can effectively broaden the audience understanding by invite, convert & connect with the HK Millennials.
CONCERT SERIES OPTIONS
Diversify the type of music & the scale of performance
Develop a new promotional performance that can bridge the HK Millennial with classical music by introducing a new method & content to progress in their journey of appreciation with relevant music at an affordable price.
DIGITAL EXPERIENCE
Contradicts with Millennial Way of Life.
An immersive digital experience that the HK Millennials can closely relate, explore and enjoy the different stages of musical appreciation throughout their journey.
Design a platform that enhances the communication experience by improving the accessibility and the way of sharing relevant information among friend groups.
Music is Soulless without the Musicians
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Live Music Transcends Emotions via the Musicians
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MUSIC IS BORDERLESS
MARKET SEGMENTATION
The perception, expectation & understanding of music differ a lot throughout the 3 groups - musical Newbies, Adolescence & Oldies group. We divided up the groups base on their knowledge, experience in classical music, as well as the emotional feedback about the live classical music performance experience.
KEVIN H.Y. LAM | Copyright 2020 | All Rights Reserved