The Philadelphia Orchestra: Experiential Learning and Audience Engagement through Theatre Art and Orchestral Production

2. The Philadelphia Orchestra: Experiential Learning and Audience Engagement through Theatre Art and Orchestral Production • October 09, 2007, 8:45 AM - 10:00 AM • Location: Grand Hall

3. The Players • Ed Cambron, vice president, marketing and public relations, The Philadelphia Orchestra • Tish Hurley, director of information technology, The Philadelphia Orchestra • Greg Landry, business development manager, The Philadelphia Orchestra • Greg Palmer, director, MAGPI, University of Pennsylvania

4. Global Concert Series – What is it? • Live Philadelphia Orchestra concerts transmitted via Internet2 • Enhanced with live, interactive, and pre-recorded content during pre-concert, intermission, and post-concert periods • Entertaining, informative, and unique content incorporating seven robotic HD cameras • Opportunities for universities – education, community development, revenue generation • Supported with technical assistance and publicity materials

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6. Mission The Philadelphia Orchestra is committed to: • Bringing the world’s greatest music to diverse audiences around the world • Advancing the proud traditions of technical innovation and artistic excellence • Using electronic media, including Internet2, as a catalyst for creativity and collaboration across the organization • Being a leader in the creation and distribution of the highest quality classical music experiences using state of the art technologies • Raising the Invisible Curtain – an overarching program to remove any barriers between audiences and musicians and enhance the listeners’ engagement and understanding of music

7. Unique Opportunities Internet2 offers The Philadelphia Orchestra: • A high bandwidth network • Ability to deliver interactive content • Premium quality sight and sound capabilities appealing to cultural audiences with high demands • Ability to reach organizations in need of, and interested in, cultural programming • Ability to reach potential audiences around the world • A distribution path in need of rich content • An economical way to deliver valuable, educational, and entertaining cultural content

8. Opportunities for Collaboration MAGPI was essential in guiding and educating the Philadelphia Orchestra about how Internet2 could help fulfill our artistic, educational, and audience outreach initiatives. MAGPI was also instrumental in enrolling early adopters: • Montgomery County Community College (Pennsylvania) • University of Copenhagen (Denmark) • University of Delaware • University of Pennsylvania • University of Porto (Portugal) • Eastman School of Music (New York)

9. Collaboration Grows Test pilot participants have included or will include: • Eastman School of Music • Indiana State University • Lehigh University • New World Symphony • Stony Brook University • Texas A&M University • University of Arizona • University of Colorado (Atlas Institute) • University of Delaware • University of South Florida • University of Southern California • Wichita State University • Enthusiastic response from K-12 schools

10. The Intrigue of Interactivity Create a “live” communal audience experience: • Audience participation in live interviews with Orchestra musicians and guest artists • Live collaboration between select remote sites and The Kimmel Center for the Performing Arts (the Orchestra’s home venue) • Potential for chat rooms/discussion forums following the performance • Integration of the Global Concert Series and possible master classes into curriculum

11. Managing the Challenges Technical: • Managing in-house equipment and network infrastructure to produce and transmit professional quality audio and video • Communicating with network, pc, and equipment configurations at various remote sites • Developing robust and reliable interactivity Administrative: • Identifying the right “champion” at each remote site • Bringing together different people at the remote sites to ensure a successful collaboration • Creating internal processes and systems to build an efficient program • Balancing the financial expense against the benefits of interactivity

12. Managing Expectations • The reputation of The Philadelphia Orchestra and the technical standards of Internet2 create high expectations • Musician and audience expectations vary • Maintain focus among a broad array of technological possibilities • Establish a realistic pace for growth

13. Lessons Learned…with more to come Technical: • Streaming technology choice is critical and complicated. • A formal testing plan is essential. • Better communication is needed between the remote site administrators and our technical team. • An internal quality review board is needed. Administrative: • Importance of allowing for long lead times to account for venue scheduling and budgeting • Importance of a venue that delivers an experience with impact • Almost 80% of audience members who were admitted for free left the concert willing to pay for the experience ($10 – $15).

14. Lessons Learned…with more to come Programming: • Importance of interactivity and sense of “liveness” • Create programming that meets the needs of experienced musicians and novices Production: • Quality of concert host is invaluable • Balancing lighting levels for concert hall audience versus remote audiences • Remote sites desire more variety of camera work • Adjust audio levels throughout transmission to achieve consistency

15. Upcoming Multicast Dates: • October 12, 2007 – Beethoven’s Symphony No. 5 • January 25, 2008 – Bernstein Festival • March 7, 2008 – Orff’s Carmina burana • April 10, 2008 – 2001 – A Musical Space Odyssey • May 3, 2008 – Mahler’s Symphony No. 8 (“Symphony of a Thousand”) • May 16, 2008 – All-Schubert program

16. How Can You Help? As Internet2 enthusiasts, we ask you to forward this information to your music department and venue administrators. For more information contact: Greg Landry 215.893.1994 glandry@philorch.org www.philorch.org/internet2

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18. Thank you for joining us. Don’t forget your copy of The Philadelphia Orchestra’s recording of Tchaikovsky’s Symphony No. 4!