The Musical Chairs Framework for Understanding New Audiences and Innovative Practice: An Analysis from the Perspective of the Conductor

Published

31-5-2025

Type of Work

Article

Project Affiliation

Iceland University of the Arts; SAE

Abstract

This article introduces the Musical Chairs Framework, a strategic tool designed to help artists position their practice along the spectrum of traditional to innovative approaches and across familiar to new audiences. Drawing from the author’s dual background as a conductor and former strategy and management consultant, as well as building on a Master’s thesis exploring innovative conducting formats, the framework is situated within the context of the New Audiences and Innovative Practice (NAIP) program. It offers a quadrant-based model to support reflective decision-making when reorienting artistic practice, especially in fields like conducting that have strong connections within conservatory traditions. The article explores the historical and evolving roles of the conductor, examines how innovations in technology and audience engagement reshape performance formats, and applies the framework through examples ranging from orthodox symphonic concerts to experimental music with a sonified conducting baton. The article argues for the importance of dynamic positioning in artistic practice, suggesting that artistic renewal, explorations for new audiences and innovation are critical for countering cultural stagnation and maintaining creative vitality.

Citation

Clarke, M. (2025) The Musical Chairs Framework for Understanding New Audiences and Innovative Practice. ÞRÆÐIR Tölublað 10. Iceland University of the Arts.

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