An ambitious digital project helped a musical venue in America reconnect with its audience
University Musical Society (UMS)
University Musical Society (UMS) in Ann Arbor, Michigan is unique among university-based presenters. While it is affiliated with the University of Michigan and housed on its campus, UMS is a separate 501(c)(3) organization that is artistically and financially independent from its host. Established in 1880, UMS is a multi-arts presenting organization offering 60-75 performances and over 100 free educational activities annually. UMS commissions new work, sponsors artist residencies, and organizes collaborative projects with local, national and international partners. It has an annual budget of $7.5 million and serves audiences throughout the Southeast Michigan metropolitan region, including the city of Detroit.
The Innovation
Through The Lobby Project, UMS expanded its concept of “lobby” beyond physical space, creating a virtual lobby that interfaces with activities in UMS’s three physical lobbies. Based on social media strategies, the online Lobby includes a multimedia blog and a “living archive” of past UMS events to which visitors are invited to add commentary, videos and photos. UMS reinforces its online interactions and gives participants opportunities to socialize in person through live events tied to specific UMS performances.
University Musical Society (UMS)
University Musical Society (UMS) in Ann Arbor, Michigan is unique among university-based presenters. While it is affiliated with the University of Michigan and housed on its campus, UMS is a separate 501(c)(3) organization that is artistically and financially independent from its host. Established in 1880, UMS is a multi-arts presenting organization offering 60-75 performances and over 100 free educational activities annually. UMS commissions new work, sponsors artist residencies, and organizes collaborative projects with local, national and international partners. It has an annual budget of $7.5 million and serves audiences throughout the Southeast Michigan metropolitan region, including the city of Detroit.
The Innovation
Through The Lobby Project, UMS expanded its concept of “lobby” beyond physical space, creating a virtual lobby that interfaces with activities in UMS’s three physical lobbies. Based on social media strategies, the online Lobby includes a multimedia blog and a “living archive” of past UMS events to which visitors are invited to add commentary, videos and photos. UMS reinforces its online interactions and gives participants opportunities to socialize in person through live events tied to specific UMS performances.