Finding Adventurous New Audiences

AAAE Newsroom

The University Musical Society was awarded a four-year grant from The Wallace Foundation in 2015 to support audience building efforts for its Renegade performances. As part of this grant effort, UMS received significant support to conduct market research and, with WolfBrown, an internationally renowned arts research firm led by U-M alumnus Alan Brown, has developed a new tool to help measure adventurousness in its audiences.

In partnership with the University of Michigan School of Music, Theatre, and Dance and the Arts Administration program at Eastern Michigan Univeristy, UMS will explore their work thus far and take questions from students and emerging professionals at the fifth AAAE-Wallace Foundation Student Forum.

Through candid dialogue and with plenty of opportunities for student Q&A, UMS will show how thinking beyond basic segmentation can improve arts marketing to connecting with audiences' intrinsic motivators to attend live performance.

Thursday, January 25
hosted by The University of Michigan

Previous AAAE-Wallace Foundation Student Forums have taken place at:
Seattle University, Seattle WA
DePaul University, Chicago IL
Drexel University, Philadelphia PA
University of Minnesota, Minneapolis MN


About UMS
A recipient of the 2014 National Medal of Arts, UMS (also known as the University Musical Society) contributes to a vibrant cultural community by connecting audiences with performing artists from around the world in uncommon and engaging experiences. UMS is committed to bold artistic leadership, engaged learning through the arts, and access and inclusiveness. 

One of the oldest performing arts presenters in the country, UMS is an independent non-profit organization affiliated with the University of Michigan, presenting over 70 music, theater, and dance performances by professional touring artists each season, along with over 100 free educational activities. Since 1990, the organization has co-commissioned and supported the production of nearly 80 new or reimagined works. Matthew VanBesien joined UMS as its seventh president in July 2017.

About the University of Michigan School of Music, Theatre, and Dance
Founded in 1880, the University of Michigan School of Music, Theatre & Dance is one of the finest performing arts schools in the United States. Encompassing programs in dance, music, musical theatre, and theatre, we are consistently ranked among the top performing arts schoo  ls in the country when compared with performance-oriented conservatories or with prestigious academic departments of music.

About Eastern Michigan University's Arts Administration Program
This program was established in 1985 to prepare students for assuming administrative positions within performing and visual arts organizations and initiate creative entrepreneurial projects in arts and cultural businesses. The program provides students who already have experience in the arts with knowledge and understanding of the arts business, in governance, management, marketing, and finance. The program includes study in both the College of Arts and Sciences and the College of Business to equip students with administrative and aesthetic skills that enable them to assume leadership positions as entrepreneurs, planners, advocates, administrators and community organizers.