Independent Research Project Report

Independent Research Project / Wei-Li Lo / 2018

STAY

This project is dedicated to the music venue still lives in our heart Under World.

1996-2013

Background A report released in 2015 by the Mayor’s Music Venues

Taskforce (which was set up to help London’s live music spots) found that 35% had closed since 2007. The figures for the rest of the UK are unclear, as there is no set definition of what constitutes a music venue, and what’s just a plain old pub. But it’s clear that music haunts all over the country are closing.

This situation is caused by various reasons, including gentrification, rising rent and customer decline.This research is focus on the ecosystem and challenges of live music industries in Taiwan. Addition to that, I will also conduct research on the one of biggest music city in the world-New York City.

Scan to watch the Video!

Sep.

Oct.

Quantitative & Qualitative Research

Synthesis

Research Plan Research Focus My learning goal is to understand what are the factors cause the decay of music venues in the cities and what are the behaviours, constraints, and areas of opportunities that people face when they accessing music live shows.

Key Inquiry Area Understand the current system: - What is the current ecosystem of music venues in NYC and Taipei?

- What are people’s habits of listening music and going to gigs?

- What are the current active users look like? And who are the potential users?

- What are the good and bad things that venues feel about the current system?

- What is the general experience of going to a concert from the beginning to the end?

Nov.

Dec.

Ideation & Co-creation Workshop

Story Building & Presentation

1-1 Quantitative - Online Survey Learning Goal:

To get the average data of people’s habits of going to concerts and listening to music.

Key questions that we will answer are:

How often do people go to concerts and where do they usually go?

How do they know the information about gigs and shows?

How do they listen to music now?

What are the gains and pains about the current system for those listeners?

Context:

To get good amount of data, and also make sure I can have two separate data from two cities(NYC & TPE). I will make survey into two sections. The results will be separated to two parts.

Participants:

I am aiming for people who are between 16-40 year old.

Total Response : 140 (Taiwan: 70%, U.S.: 30%.)

Taiwan U.S. Key Insight:

-Spotify and Youtube are the two most popular music platform across Taiwan and U.S. -Spotify and Youtube both doing a good job on recommending and new music discovery.However, there are more indie music sources on Youtube.

-Ads is the number enemy when it comes to music streaming service.

Taiwan U.S. Key Insight:

-Average 43% of people go to shows every 3-4 months.

-At the same time, the percentage of people who go to shows once a month is more than Taiwan’s.

Taiwan U.S. Key Insight:

-Friends are the main influence when it comes to shows and concerts.

-Music taste in generations is very different.

-Going to shows alone is common.

Taiwan U.S. Key Insight:

-Social media and Friends control most information about shows and concerts.

What do you Like / Dislike about music venues?

Good shows

Dirty

Vibe

Crowded

Good place to hang out

Standing Cigarette smoke Toilet Bad sound

1-2 Qualitative - User Diary Learning Goal:

To get the real time thoughts and emotion from an audience.

Key questions that we will answer are:

The state of mind of a concert goer on the day they went to a show.

Things they see, hear, say and think before, during, and after the show.

Context:

I will send a form to the those people I want to test, and have them ďŹ ll out the form in the moment or right after the show. Also ask them to attach any pictures or videos of the show they went to.

Participants:

Max Lin (Taiwan)

Basic Info Date: 10/05/2018 Venue: Legacy (Capacity 1,500-2,00) Ticket price: 25$

Key Insight:

-If the show is on work day, people usually don’t have enough time to make it to the venue.

-People tend to sneak their own drinks into the venue.

1-3 Qualitative - Observation Learning Goal:

Framework for gathering observational research data: People (who’s involved), Objects (tools involved), Environment (context), Messages (visual information), Services (what systems enable activity).

Key questions that we will answer are:

What are the objects will appear in venues?

What are people doing in venues when they’re not watching the show?

The experiential journey of different size of venus.

Context:

I will visit different size of venues, and take pictures and videos

Merch:

-Except for the show ticket sell, merch is one of the main revenue for artist.

It is very important to build connection with audience. Even independent artists will sell their demo or sticekrs. Transaction can even be done on Venmo

Too much waiting time:

-You never know when the show will start.

Which mean you might be in venue and you have no idea what to do. It’s okay if you go with friends. But what if you are alone? Poeple tend to spend their time with phones.

- In picture 2, the person with yellow mark is actually the artist who is going to perform afterward. However, people next to him seemed to overlook the opportunity to have connection with the artist.

3 1 2

4 5

1.4 Qualitative - Experts Interview Learning Goal:

I will learn more about the current music ecosystem and the challenges for those experts, like musicians and venue owners.

Key questions that we will answer are:

What is the current ecosystem of music venues in NYC and Taipei?

What are the good and bad things that venues feel about the current system?

What is future looked like in their opinion?

Participants:

Musicians/Bands in Taipei and NYC, Small Venue Owner in Taipei and NYC TaiwaneseWave Festival Producer in NYC(She knows situations in both cities.)

Approach:

For the interviewees in NYC, I will meet them in person and conduct the interview and record the process. For the interviewees in Taipei, I will conduct the interview through Skype or phone call.

3 Musicians 1 Artist Manaer 3 Venue Worker 1 Record Label Founder 2 Extreme Music Listeners

Musician

Murphy - Bassist

Seng-Wei - Guitarist

Lin - Bassist

Key Insight :

Key Insight :

Key Insight :

Bands hate to be responsible for selling tickets. But they have to.

They prefer ďŹ xed show fee.

People will go to shows only if they know who is playing.

Facebook and Instagram are two main channels to communicate with fans.

Merchandise is also an important income for a band. (album, T-shirts)

-Small music venues are places for starter bands to hone their skills, test their ideas and ďŹ nd out their customer look like.

(Incubator) -Small music venues are easily access for audience and artists.

-It is not easy for young bands to assume how many tickets they can sell.

-Shows is the main revenue for young bands.

-The life-span of an indie band is usually 3-5 year if you can not go to the next level (release album or have bigger fanbase).

-The best venue is the one which can work around the band, put band’s need in the center.

-Taiwanese people usually just listen to whatever their friends recommend. Friends play an important role in music suggestion.

Venue Workers

Sasha - Venue Manager

Ariel - Talent Buyer

Ariel - Talent Buyer

Key Insight :

Key Insight :

Key Insight :

-There are alway new and young people come into NYC. The music scene here is always vigorous.

-NYC is a diverse city, and it craves for more bands from different countries.

-Community oriented venue can have higher chances to stay in the community.

-Cancellation is a huge drag for venues or promoters.

-Even with the changing technology, the way to promote an artist does not change with the time. The key is how to make the band trust you.

-The show business should focus more on artists’ need.

-A venue can not sustain its business without selling beverage.

-It’s very helpful to connect with other local business(hotel, restaurants), in order to attract more customers.

-People would choose music festival than going to venues.

It’s more valuable for people.

-Instagram has become the most effective platform to promote shows. People will search more info if the pic/clip is interesting.

-People in Taiwan are not used to discover new music on their own.

Industry Stakeholders

Hong-Yo - Label Owner

Mia - Producer, Artist Manager

Ju-Feng - Live Music Fan

Key Insight : -Taiwan lacks of experienced independent label companies.

It would be helpful for young bands if they have a label to guide them through the process.

-The gap between publishing system, venues and bands is big.

-Experienced and good staff in a venue make the place lovable.

-A venue doesn’t have to be spacious, but it should be special or characteristic in its own way.

-When a promoter producing their own show, they prefer use their own ticketing platform. It is more efficient to get the money, rather than asking money from the venue.

Key Insight : -No matter promoters or managers, there is a lot of communication work for both position. Checking emails and calendar.

-Follower numbers is critical for a band as their popularity KPI. -There isn’t music listening culture in Taipei.

(People usually go drinking without thinking about music)

Key Insight : -The “participation” makes live music speical -In Taiwan, some people will mistaken music venues and clubs.

-Live music sometimes could be better or worse than the recording works, but that’s the surprise of the live shows.

-There’s no platform you can check every venue’s calendar.

Ecosyste Map Publishing Companies

Record Labels

Expe

Artists

are facing more challenges other than just making music.

Manager

Promoters Production Companies

em

Music Content Money Service

Audience

are craving for special experience than ever.

Music Platforms Ticketing Platforms

erience

s/ n s

40% of Music Venues in

UK have closed in the past 10 years. And this crisis is happening around the world.

Current Model Live Music Venue workers search for interesting artists to come.

Promoters look for artist and help them hold a show.

Recording music, Making MVs.

Artists creating content(music).

Artists upload their works on platforms.

Artists look for suitable venues to work with.

Generate

Publish

Booking

Musicians are lack of resources & connection

Cancellation is always a bummer for venues

for Ticketing

Artists update show info with their target audience.

Audience buy drinks and enojoy the show.

The venue promote the show to broad audience.

The venue works with artists to present the show.

Marketing

Concert

Connect with new audience and promote music works

Feedback

Live music experience in the venue space Audience need a more integrative platform for ticketing, show info and calendar

Opportunities

2X2 Opportunity Map Sofar Sound

Engagement Level High Opportunity Area

Airbnb Experience Various Space

Fixed Place (Venues) Normal Shows

Engagement Level Low

So here is the Challenge...

How might we create more engaging live music experience in venues?

Directions:

When people only go to music venues to see a show and then leave, we need ask: “What else can a music venue offer when people want more than a show?� A music venue is actually a place for people to meet people through music. With the technology we have today, we can think about how technology help us interact with each other in a more interesting or engaging way.

Music venue should be the place for artists and fans to interact with each other and exchanging experience. I will continue this research toward those directions: -A tool for audience to make new friends in the venue.

-A real time interactive game for people on and off the stage.

-A service that help venues hold various events in different time of the week.

3-1 Design Workshop The Goal of this workshop:

-Have a fully understanding of the process from starting a band to performing the ďŹ rst gig in a stakeholders’ perspective. By doing the journey map activity, we can identify pain points and opportunity area.

-Ideation session with stakeholders, and explore the opportunity area I found together -Obtain feedback for my rough ideas from participants.

Reference:

https://magazine.startus.cc/design-thinking-prototypes-to-roleplay/ http://www.servicedesigntools.org/tools/42

Time Duration: Two hours

6 Experts & 2 Creative Activites When musicians, venue worker, artist manager and audience gather in one room, you can get an insightful conversation!

Role play cards for journey map activity

Musician

Venue Owner

Bob 23

Jess 37

Background: Bob is a student in NYU and he plays guitar. He has been writing some songs by himself and he wants to form a three people band.

He’s kinda confused about where to start.

Background: Jess has dedicated to the underground music scene for 10 years. The venue she owned is not doing well recetly because of the rent is going too high.

Goal: Focus on making good music and perform Pain: Have no knowledge about managing a band, or even set up a show.

Goal: Stay in the community and have more people to come.

Pain: She loves young bands, but they don’t bring in much revenue.

Audience

Audience

Background: Niki is music lover. She likes to find new music on youtube and Spotify. Indie rock is her favorite.

Background: Jim just moved to NYC from UK, and he doesn’t really follow the musich trend in U.S. He likes indie music, but not familiar with the New York muisc scene.

Goal: Discover the music she like in the easiest way.

Goal: Know more about the local artists here.

Pain: Hard follow all the shows happening in town.

Pain: He doesn’t know any venue here and feels hard to track all the music news.

Niki 24

Jim 21

Journey Map Recruit band members

Make music and recording

Build band’s brand identity and media content

Contact them & offer the available dates

Draft a contract in case of cancellation

Gain

Pain Look for suitable artists on the internet Gain

Pain Discover the show info in various ways Gain

Pain

Check the time, location & tickets

Buy e-ticket or physical ticket

Contacting local venuesn, and book the time

Promote the show on various platforms

Plan the day of going to the show

Get people to come to the show

Sell tickets

Experience the show in the venue

The First Gig!

Set up the stage and help the artist for the show

Get the feedback from the audience

The outcome from the journey map activity, we assumed we should design a better journey for stakeholders.

Venue Worker Goal: Put on a good show.

Pain: Artist cancellation & poor ticket sell

Artist

Audience

Goal: Make music and perform.

Pain:Too many distractions.

Goal: Enjoy a good show.

Pain: Expensive ticket & bad performance.

After the entire workshop.

The most effective strategy shifted from better service to a better live music experience.

Experience

The Big Idea

LIVE

A

STAY New Way to Connect People

Customer Segment: This idea targeting peole who go to see the shows alone and are tech sayy enough to use streaming service and purchase ticket online.

Who do you usually go with?

How do you listen to music?

1.

2.

STAY can only be used near the venue.

6.

Log in e-ticke

5.

Connect & interact with people!

Find oth willing t

the virtual space from your et or the code in the venue.

her audience or even artists to talk. And send msg!

3.

Chat with other people in the venue before, between. or after the show.

4.

Sync with your spotify playlists & concerts history.

Syncing your Spotify Artists

Find your potential ne to your music & sh

Mon

Fri

04

13

Sat

Thu

Sep

Sep

10

11

Fri

Fri

Oct

07 Dec

Syncing your Concerts History

ew friends according shows preference!

Nov

01 Dec

Contribute your amazing clips to the virtual space for other audience.

Stay Stay

y for the music with the people

Appendix & Artifacts

Role Play Cards

Musician

Musician

Venue Owner

Background: Bob is a student in NYU and he plays guitar. He has been writing some songs by himself and he wants to form a three people band.

He’s kinda confused about where to start.

Background: Dave is a student in The New School and he plays drums. He has some musician connection because he goes to Jazz school.

Background: Jess has dedicated to the underground music scene for 10 years. The venue she owned is not doing well recetly because of the rent is going too high.

Goal: Focus on making good music and perform

Goal: Make good music and meet more musicians.

Pain: Have no knowledge about managing a band, or even set up a show.

Pain: Being introverted doesn’t help him reach his goal.

Bob 23

Dave 21

Jess 37

Goal: Stay in the community and have more people to come.

Pain: She loves young bands, but they don’t bring in much revenue.

Audience

Audience

Venue Worker

Will 21

Steve 27

Background: Niki is music lover. She likes to find new music on youtube and Spotify. Indie rock is her favorite.

Background: Will listen to music, but he only goes to concert when his friends invite him. He never goes to the concert alone.

Background: Steve’s job is to plan the shows, invite interesting artists and promote the shows. He’s also responsible for scheduling the calendar for the venue.

Goal: Discover the music she like in the easiest way.

Goal: Going to concerts is a good way to hang out with friends

Goal: Find the artist that the audience will enjoy.

Pain: Hard follow all the shows happening in town.

Pain: Without his friends, he doesn’t what show he should go.

Pain: Cancellation is always a bummer.

Niki 24

Musician Sara 25

Background: Sara just moved to NYC, so she knows no one. Sara is a bassist. She’s a heavy social media user.

Goal: Be in a successful post punk band.

Pain: She has no idea how to build connection in New York.

Audience Jim 21

Background: Jim just moved to NYC from UK, and he doesn’t really follow the musich trend in U.S. He likes indie music, but not familiar with the New York muisc scene.

Goal: Know more about the local artists here.

Pain: He doesn’t know any venue here and feels hard to track all the music news.

How to start a band?

Be as detailed as you can.

Think about what do you need to do, what’s your worries, what are the challenges and where do things take place?

Ex: What will you do to find another band member? What would you talk about in a band meeting? How to gain your audience when you have your first song?

Challenge: Mapt out the journey from starting a band to perform the first gig.

First gig.

Look for a artist.

Be as detailed as you can.

The scenario is that you find out there are only few vacant dates in December, and you need to find a band to fill in the slot.

Think about what are the things you need to consider, what’s your worries and how to get things done.

Ex: How do you make sure the artist you invited can bring you enough revenue? What is the indicator?

What if they cancel the show in the last minute? What are the thing you need to negotiate before the show?

Challenge: Map out the journey from looking for an artist to putting them on the stage.

Get the show started

Discover How? Where?

Be as detailed as you can.

Think about what will do you when you want to discover new music, how does it happen and where does it happen?

Ex: What platform will you use to find new music? Or who would you talk to to find new music? And what will make you want to go to live music? How and where do you find the information about live shows?

Challenge: Map out the journey from discovering new music to attending their show

Attending show in a venue.

STAY “Will you stay just a little while, babe?

Just a little while, just a little while, just a little while Will you stay just a little while, babe?

Just a little while, just a little while, just a, just a little while.�

-- Mac Miller <Stay>